| Abstract |
| Consumer behavior pattern can be divided into three : Just looking around with purchase intentions, and looking for specific product with purchasing intention. For all three behavior patterns. We could consider POP as a very important element to promote consumer`s interests into next level. But many companies fail to manage POP successfully causing low confidence and lost opportunities due to non-strategic approach. We cannot stop this vicious circle of failure unless we take the consumer`s standpoint. What do they see? What are their to have consumer`s point of view. In this essay, I analyzed what composition a store should have in priority, and where to break down the composition to expose stages to byild the basis for the right product. We could define it as "POP Hierarchy" is a marketing terminology which means "class" or "grade" with vertical expression. Converting this meaning by strategic design, it could be "the priority of POP with consumer`s standpoint" |
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| Key Words |
| 하이어 라키(hierarchy), POP(point of purchase), 매장내 조성물(in-store communication) |
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