로컬푸드 특화소매점의 소비자 집객요인에 관한 탐색적 분석

Exploratory Analysis on the Consumer Attraction Factors of Local Food Specialized Retail Stores : Focused on the case of Sungsimdang in Daejeon

In this study, an empirical study was conducted based on the exploratory analysis on the consumer visit & preference factors of local food specialized retail store in Daejeon, Sungsimdang. In this period where many businesses are complaining of difficulties due to the changes in the external environment and expansion of the influence by large companies and franchise stores, Daejeon Sungsimdang has secured immunity on the commercial supremacy based on the spirit of entrepreneurship, and is providing the clue for activation of the commercial area. While listening to the opinion of consumers that Sungsimdang is coexisting with the consumers in the region for long period of time to become their pride, an analysis was performed on the preference factors by the consumers that Sungsimdang has. The result of empirical analysis showed that the visit & preference factors of Sungsimdang were reliability, taste, originality, locality, reputation and morality. The success of urban regeneration lies in inflow of population and businesses. With respect to activating the original downtown of Daejeon, the commercial facilities utilizing the local foods having locality have their unique placeness for long period of time that has been enabled with continuous revisit by consumers to show powerful consumer attraction nationwide, and is showing the possibility of activating the commercial area. This contributes to activating the original downtown and on urban regeneration, and the implication of this study is on the empirical analysis performed on the consumer attraction factors of commercial facilities that have an influence on the urban image.