Abstract

As of now, the market comes upon the period of low growth from high growth, it is impossible to manage customer by the price according to the mature of market. When maker introduce the information of product to customer due to various customer's needs, customer prefer to get the bi-direction communication instead of one way communication. So, advertisement also is changed as one of sales promotions(SP) from the performance by four kinds of media. That is, the effective of advertisement by four kinds of media is a high under the period of high growth. However, a delicate promotion mix is a more effective under the mature market. Such a economic situation, the important positioning for the method of communication is the point of purchase(POP) which is a matching point between maker and customer.

The objective of this study is in the analysis of the situation of POP in the supermarket and the in fluence of POP against customer behavior, also to find a more effective way for POP.

The study addresses the following major issues.

First, do supermarket customers recognize the concept of POP?

Second, what is the difference of the customer's purchasing behavior at supermarket under the POP or without POP?

Third, does it point out a difference for the efficacy of POP according to the type of customer's purchasing?

Fourth, does it point out a difference for efficacy of POP according to the stating time of customer at supermarket?

Fifth, what kinds of products are the most effective for POP.

Sixth, what kind of POP type does supermarket customer like?

To ascertain the data on the above mentioned issues, 107 of customers who dropped into HAITAI Supermarket in Seoul were used as samples. The study was conducted using the Face to Face Interview with a structured questionnaire.

Major findings of this study are as follows;

1. 95.3% of the surveyed customers have been experienced in POP, and almost customers who were using supermarket recognized POP well.

2. 86.9% of customers have been bought any goods at supermarket due to POP, and 79.4% of customers felt a different customers' interest against the same good under the POP and without POP. 10.3% of the surveyed customers answered that they got a strong feel to purchase goods when they saw POP.

3. Customers who were using Supermarket have been bought any goods regard less of any type of purchase as planned purchase or non planned purchase, and when they saw POP, they felt a stimulation against the purchase.

4. If customers stayed in a long time at supermarket, it was a high potential for them to purchase a good due to POP.

5. The most effective products against POP were Food(40.2%), Essential goods(28.9%), Uncooked food(13.1%) and Others(17.8%) at supermarket, and the main motive to purchase of any goods under the POP was low price(45.8%) and new product(23.4%).

6. The types of POP which were interested in by customers were Display(42.0%), Performance of selling(23.4%), Face to Face selling (18.7%), Poster and Card Show(15.9%), and the important point of POP were Price(34.7%), Information of goods(32.3%) and Introducing of new product(19.4%).

The findings of this study provide some interesting points as follows:

It is a higher potential to find out POP in the space of supermarket than big department store and discount house. Also, it cancreate the effective POP through the impulse buying, because there are alot of low interesting goods in supermarket. At present, almost supermarket customers recognize the POP, furthermore, they feel the stimulation of purchasing according to POP. So, actually, it is a great potential for customers to purchase any goods due to the POP. The most effective goods against POP at supermarket is Food, and it can create a more effective POP with the reduced price and introducing of new product together. As the above mentioned, if maker use the effective POP which is interested in by customers such as display, maker can in crease the sales volume effectively.

Through this study, the summary of back ground and performance of POP are as follows;

1. All POP must be started from the understanding of marketing strategy and customers' behavior.

2. POP must be operated under the integration with the system of communication strategy.

3. As of all advertisement, in order to perform the original function of communication, unique and deferential creative strategy must be perform to lead customer's interest.

In conducing this study certain limitations have been discovered and for the sake of any future studies to be made. Some suggestions might be helpful as follows;

1. The samples of this study was not to over come the limitation of the geographic, age, grade and place. So, there is still the limitation of the trust in the sampling.

2. This study is consist of the review of the theory of POP and the survey for the response of customer. However, it is not easy for seller to point out the sales volumeasan effective POP reality.

3. This study is selected four kinds of the POP of supermarket at freely, and there are some error scome from customers' responses under the four types of POP.

4. This study does not provide the direction indetail of the problems which are in the related in making and performing, because this study is absorbed in the analys is of an effective of POP.

In our time, there are mass media such as TV, Newspaper, Radio and Journal as well as new media such as CATV, Internet, PC network which is interested in by customers, and it just meets with the period of multi media. SP-POP is an effective at present, because it transfers a right information to customers directly at supermarket, not in-direct with customers through mass media. The most recent, it does not transfer the information only to customers, and it intent to promote customers' purchasing behavior directly and aggressively. So, the recognition of POP will be a more newly future. It is hoped that more studies will be made in various POP fields such as the verification of efficacy for POP and the problems and its solutions in detail future.

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