Brand associations with traffic patterns in store layout planning

Abstract: In a brand store, different traffic patterns emerge as the layout plan guides customers toward what they want to buy. This study aims to clarify the types and definitions of traffic patterns, to understand the preferences of spatial designers for traffic patterns, and to explore the relationship between traffic patterns and brand associations. Focus group interviews with experts with spatial design backgrounds were conducted to obtain textual information, and the data analysis method of grounded theory was applied for content analysis. The study found that: (1) there are three types of store traffic patterns: open, sequential, and path-based traffic design; (2) space designers prefer to consider three categories in the design of store traffic patterns: layout flow, feedback and decorative atmosphere; and (3) To create a brand association, product characteristics, price information, and store lighting are regarded as the three most important properties.

Keywords: Open traffic pattern, Sequential traffic pattern, Path-based traffic pattern, Product attributes, Price information

DOI: 10.54941/ahfe1004690

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