재래시장의 흥정에 대한 소비자 인식 조사

Abstract

Traditional markets are suffering from declined competitiveness due to the growth of large retailers, such as department stores and discount stores, in addition to online shops. Many local or central governments try to support traditional markets through facility renovations or education of managerial skills. However, such efforts have concentrated upon the hardware aspects such as parking space or physical facilities rather than on the software aspects such as service enhancement or price tag system. Some professionals and scholars assert that the focus should be placed on both aspects equally. Many reports or articles now analyze the strength and weakness of traditional markets and based on the analyses some policies are framed. In the analyses of traditional markets' merits and demerits, the 'bargain' has been classified as a virtue of the markets, but some scholars suggest differently that we need reconsider the role of the bargain. Therefore, this study analyzes consumers' attitudes toward the bargain in traditional markets, by using a survey in the Metropolitan area. The results indicate that more respondents consider the bargain as a burden rather than a merit of the markets and the most important reason for such preference is low price-reliability in the markets.