일반 대형마트와 회원제 대형마트의 소비자 이용행태 분석

Abstract

This study has implemented the empirical study on the consumer behavior and its effect, especiallyfocusing on the difference between general discount stores (hereinafter, "GDS") and membership-typediscount stores (hereinafter, "MDS") as these different retail types are fiercely competing each other thesedays. The analysis has found that although MDS customers visited MDS less frequently than those GDScustomers, yet their shopping hours tend to be longer with longer traveling time. Also, when comparingpurchased items between these two discount stores, GDS was found to sell more apparels while the MDSdid on groceries, cosmetics, kitchen appliances, etc. In addition, MDS customers showed higher satisfaction degrees on primary shopping factors such asprice, product variety, quality while GDS showed higher satisfaction degrees on conveniency factors suchas building location, service qualities. Lastly, the analysis on decision factors were found to be price,product quality, and product variety for MDS only with positive relation.