대형마트와 전통시장 이용행태 차이에 관한 실증연구

A Study on difference of shopping behavior between super store and traditional market customer -The Case of Residents in Metropolitan Area-

This research has analyzed characteristics and differences of customer shopping behavior between supercenter and traditional market. First, the elementary outline of customer shopping behavior has been comprehended by analyzing shopping frequencies, shopping hours and travel time by retail types. In addition, differences in decision criteria and satisfaction have been analyzed by items and retail types. The analysis result showed that many differences are identified in customer shopping behavior by supercenter and traditional marke.. Firstly, customers are found to shop more frequently and to spend more time in supercenter than traditional market. Secondly, in the perspective of shopping frequencies by items, supercenters showed higher frequency level in every shopping items. Thirdly, in the perspective of antecedents of retail type choice behavior, traditional markets showed lower level than supercenter in all factors, most notably in relevant service, facility amenity, and sales promotion.