편의점 입지선정시 매출에 영향을 미치는 요인분석

A Study on the Effects of Location Factors on Sales of Convenience Stores -Focused Busan Metropolitan City-

1. CONTENTS (1) RESEARCH OBJECTIVES The purpose of this study is to present countermeasures of site selection and to show the effect of each factors by correlation between sale, profit and localization factors and regression analysis. By providing recently standard of store's site selection, this study suggestions counter plan about method of site selection for not prep entrepreneurs and store developers but prep entrepreneurs of retail store. (2) RESEARCH METHOD This thesis conducted regression analysis of location factors and relations with the performance of convenience stores, with the use of location factors and actual sales data investigated from 2011 until March 2013, through a questionnaire-based survey of commercial business districts in Busan areas. (3) RESEARCH FINDINGS First, the population factor : In the population factor, high sales and profit of store was achieved at the region that has large number of residing population. This show that residing population is important location requirement. The reason why the correlation between floating population and profit was presented negative is understood that demands of floating population were dispersed because there are relatively a lot of number of competitive stores at the region in many floating population. So it is dangerous decision for those who open stores simply because there are many floating population. Second, the store factor : the front length of store and number of facing surface, which represent visibility among the store factors, are insignificant and presented positive value. So the visibility, which could make people be aware of stores for a long time, is veri important location requirement where impulse buying is conducted in customers position, Third, the competition factor : It is shown that the competition factor has significant result with the sale and the profit and the effect of that is proved the biggest among all location requirements. Therefore, the competition factor is the most important factors above all. Forth, the cost factor : The region where the rental fee per unit area(㎡) is high has the large residing population. and the large floating population. But there are also many number of competitive stores which can make the demand of the floating population be dispersed. That's why the cost factor is negative correlation with the profit. 2. RESULTS In the case of population factors, it can be said that the number of floating population is not proportional to sale. So, it is a dangerous decision to open a convenience store just because of the large floating populations. The product assortment and visibility getting better as the space of the store floor becomes larger and the sale increase. But the sale per unit area and the profit are in inverse proportion. The competition factors, which have much more effect than any other site factors, are the most important location requirement. Therefore, the idea that the high rental cost accompanies the large profit is false idea and if possible, it is desirable to choose the store in low rental cost because the rental cost can be rather inversely proportional to the profit of convenience store.