일반 대형마트와 회원제 대형마트의 소비자 이용행태 분석

An Analysis on the Consumer Behavior and its effects focusing on the difference between Super Center and Membership Wholesale Club

This study has implemented the empirical study on the consumer behavior and its effect, especially focusing on the difference between general discount stores (hereinafter, "GDS") and membership-type discount stores (hereinafter, "MDS") as these different retail types are fiercely competing each other these days. The analysis has found that although MDS customers visited MDS less frequently than those GDS customers, yet their shopping hours tend to be longer with longer traveling time. Also, when comparing purchased items between these two discount stores, GDS was found to sell more apparels while the MDS did on groceries, cosmetics, kitchen appliances, etc. In addition, MDS customers showed higher satisfaction degrees on primary shopping factors such as price, product variety, quality while GDS showed higher satisfaction degrees on conveniency factors such as building location, service qualities. Lastly, the analysis on decision factors were found to be price, product quality, and product variety for MDS only with positive relation.