소비자의 소매업태 선택요인 및 이용행태에 관한 실증적 연구

An Empirical Study on Determinants of Customer’s Retail Format Choice Behavior and Buying Behavior

1. CONTENTS (1) RESEARCH OBJECTIVES This research focused on what determinants are important in customers’ retail format selection behavior and what kind of products are being preferred by each retail formats. Accordingly, the goal of this research is to find the followings: (1) understanding the general buying behavior of customers by each retail format based on market survey about the number of time and the reason of visitation to each retail types, (2) important factors affecting retail format selection behavior and their differences by retail formats (3) the differences of retail format selection behavior by product categories. (2) RESEARCH METHOD This research mainly utilized SPSS program to obtain the precise statistical analysis over the collected data. Above all demographic characteristics of samples are analyzed and T-test was conducted to discover the differences of customers’ visitation frequencies between retail formats. And chi-square test was conducted to analyze the differences of the purpose of which customers visit a department store and a discount store. Lately chi-square test was conducted to analyze the differences of the preferred retail format by major product categories. (3) RESEARCH FINDINGS The original intension of this research was to implement the empirical test on determinants in customers’ retail format selection behavior and buying behavior. However, there were inevitably some obstacles to analyze the relation and interaction between major variables because many variables were measured in nominal scale. In addition, to consider of the increasing of the development and visitation of MXD type shopping center recently, this research did not sufficiently reflect these market trends as it excluded the anlaysis on such MXD type shopping center. Thereafter, the next research shall utilize more various and qualitative tools to overcome such obstacles. 2. RESULTS The study results were as in the following. First, Customers purchased more frequently daily necessity and convenience goods at convenience stores, discount stores and supermarkets than department stores or specialty stores. Second, major reasons of visitation to discount stores were purchase-relevant reason. In the case of department stores, non-purchase reasons like using other compounding facilities occupird more percentage as to discount stores. Third, when customer selected a department store to purchase some merchandise, non-price factors were more valued, but in the case of a discount stores price and assortment were more valued. Forth, as a result of analysis on retail format preferences by product categories, discount stores were most preferred to purchase groceries and miscellaneous goods. In contrast department stores were most preferred for men’s, women’s and children’s apparel, and specialty stores were most preferred for sports wear and goods, furniture and interior accessaries.