A Study on VMD of SPA brand Store in Korea: Focused on Seoul and Gyeonggi-do

Purpose - This study investigated effects of VMD factors of local SPA brand such as space, display and presentation upon brand awareness, brand image and purchase intention. The study investigated consumer's VMD awareness and purchase intention on SPA brands to help business activities of local SPA enterprises. Research design, data, methodology - In this study, eight SPA brands in local were used, for instance, Forever, Uniqlo, Zara, HNM, Gap, Giordano, Spao and 8 Seconds. A questionnaire survey on 20 to 28 years old college students at the Metropolitan Area was done 45 days from October 15, 2012. 193 effective copies from 200 copies in total were used. SPSS 18.0 was used. Results - VMD factors of SPA brand such as brand awareness, brand image and SPA brand awareness and image had positive influence upon purchase intention. The display and presentation of VMD had significant influence upon brand awareness, and presentation of VMD had significant influence upon brand image, and SPA brand awareness and image had significant influence upon purchase intention. But, the space of VMD had negative influence upon brand image, and display and space of VMD had negative influence upon brand image. The display, presentation and space should elevate business efficiency depending upon shop opening of SPA brand. Conclusions - These days, SPA brand shops had difficulty at space presentation such as facade and signs not in speciality shop but in super center's shop. So, display, presentation and space should be used depending upon SPA brand shop opening to elevate business efficiency. The space of VMD was thought to be important at independent shop. But, the shop that was opened at super center should pay attention to presentation rather than space. The consumers made use of low and mid priced product and primary data retrieval not to be influenced by the space at purchasing.