The Effects of Perceived Values and Consumer Attitudes By Sales Promotion Type

Recently, consumers are increasingly pursuing diversification and the improvement of life quality. Population increase and consumers' income level is becoming higher and higher. The material needs for food, beverage, and daily necessities are also becoming higher. Because of this era of change, under the condition that traditional market and general store cannot fully meet the consumer demands, more customers choose to shop in large discount stores. This trend provides a good business environment for large discount stores. In November 1993, the first large discount store emart quickly spread after its opening in Seoul. As circulation market fully opened in 1996, the foreign discount store Carrefour entered the domestic market. The competition between enterprises at home and abroad in South Korea was heating up. In December 2013, the number of large discount stores with an area of more than 3000 ㎡is up to 254.