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A Study on Changes of Consumer's Buying Channels between Discount Store and Traditional Market

The purpose of this study is to investigate the verification of consumers movement in offline shops such as discount stores and traditional markets. Discount Stores have considerable ratio of food products, and traditional markets have a hard time losing of market share of farming products by discount stores. Thus, both discount stores and traditional markets were demanded to investigate their problems and to find out the strategies that could expand outcome by efficient sales of farming products. This study examined the selection and changes in consumers' distribution channels for farming products, in particular, environment friendly farming products. Self-reporting questionnaire was used to investigate 190 interviewees at Metropolitan areas. Frequency and descriptive were used to investigate interviewees' buying of environment-friendly farming products. The results of this study are as followings. First, when product information was not delivered exactly, consumers were likely to move buying channel from discount store to traditional market. Second, when price competitiveness was low, or product had safety problem, or product had poor quality, consumers were likely to attempt to move from discount store to traditional market. Third, when consumers had low loyalty and reliability to existing discount stores, or had low access under same remaining conditions, consumers were likely to move from hyper market to traditional market.

Abstract

1. Research Purpose

2. Theoretical Background

3. Research Design

4. Empirical Analysis

5. Conclusion and Discussion

References

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