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소매업태에 대한 소비자 선택요인에 관한 연구 -대전지역 재래시장, 중형마트(SSM), 대형마트를 중심으로-
정난호,김남면,성일석 한국유통과학회 2006 유통과학연구 Vol.4 No.2
The research is focused on planning the politic direction and on establishing an activating planning for retailer shops such as traditional market, super supermarket, discount store in Daejeon. The empirical study shows that the consumers most satisfied with discount store, meanwhile least with traditional market. Especially, it is proved that parking facility is the most import!ant factor affecting consumer's satisfaction. This study also suggests some import!ant strategic implications through IPA (import!ant- performance analysis). Those are, first, the traditional market needs to improve for six categories of IPA factors, however the super supermarket for four, and the discount store for three. Second, the discount store has eight prominent advantages of the factors, however the super supermarket has seven, and the traditional market has five. Finally, the traditional market has to concentrate facility improvement for consumer's convenience in the long term