The Negative Impact Study on the Information of the Large Discount Retailers

Purpose - This study aims to find out what impacts large re-tailers' behaviors appearing when they promote the strengthen-ing of their market dominating power in the trade relations with small and medium suppliers or in the market can have on consumers. Research design, data, methodology - This study analyzed negative information (news) on large retailers (Lotte Mart, E-Mart and Homeplus) based on the monthly data over the past five years from 2008 to 2012 and also analyzed the correlation be-tween dependent variables that are likely to affect sales through large retailer economic index, Results - This study conducted a correlation analysis on the time lag of the factors that have an impact on the negative in-formation and sales of large retailers in order to analyze how consumers respond to the choice of large retailers' store (store sales) when they perceived negative information about the un-ethical behaviors of large retailers. Conclusions - Unfair and negative information on large re-tailers appeared significant for the hypothesis that sales will be affected by the image of large retailers and change of consumer attitudes.