便宜店 顧客의 利用性向에 관한 硏究 = (A) Study on the Shoppers' Orientation of Convenience Stores

다국어 초록 (Multilingual Abstract)

Our consuning culture and consuming patterus have charged a lot in the rapldly changing circumstances. In the entrance of 1990s, according to the improvement of Income level, lifestyle and consuning patterns and according to the increase in population acting in thenight in order to meet the moderns' desire pursuing the Convinlence of life, 'the Convinient Store', the new type of a circulation business, have established and developed until now.
Therefore, this research was studied positively about the propensity to use and the behavior of purchase to select 1,000 of consumers in randon using the C.V.S in the subject of 126 of C.V.Ss which have engaged in business in Pusan, at present in Nov, 1993.
This research was studied in order to seek and propel the marketing strategy of C.V.S in the fatare by knowing that how will the variables of statistic of population and the variables of statistic of basis influence to the actual conditions and the motives in using the C.V.S and what variables will work to the corditions of location of C.V.S.
As the result of the investigation, the specificity of statistic of population was appeared that the women use more than the men do and the students at twenties and a single graduated college whose income is average 1,500,000 wons to 2,000,000 wons per month use C.V.S freguently.
And in relation to acting condition and motives in using, it was appeared that the motives to use C.V.S was recoynition by chance and because of being opened throughout the year every 24 hours and the acting condition were that they use it from one to three times a week, On Saturday, Sunday and holiday, mostly from five p.m to eleven p.m and purchase beverages, general processed foodstuffs and fastfoods about amounts of 5,000 wons and consume them one hour. And alse, it was investigated that there's few people who use specifiod company's store but LG 25 and family Mart was answered as favorite shop. In reference to payment of royalty, mone then half people have known it alreaoty and in regard to this they loetrayed their dissatisfaction to pay the royalty even to the retail stores.
In relation to the intend of them in using C.V.S continuously, over 90% people answered that they will use it as usual and this is considered that they have duplicity in using C.V.S.
And as the result of investigation, it was appeared that according to the location of C.V.S, the age groups and classes of consumers had a difference and also there's differences in goods being sold well and it was proved that the C.V.S is also business of locations like as the retail stores.
Thecefore, in the future, someone who want to open a C.V.S must investigate exactly the location, the around market area and target consumer, and then will formulate a marketing strategy to meet it.
In conclusion, this research was studied on the point of the prospersity to use of consumers, but recently, many members of C.V.S have had friction freguently with the head office on the problem of dullness of sale and excessive royalty paid to head office, and finally there's some stores to give up their business or to change their occupation.
So in the future, the way of the distribution of profits and raising confidence between head office and members of C.V.S must be studied as well as the way of development of C.V.S.

목차 (Table of Contents)

• 목차 = ⅰ
• Ⅰ. 序論 = 1
• 1. 硏究의 目的 = 1
• 2. 硏究의 方法과 範圍 = 2
• Ⅱ. 便宜店에 관한 理論的 硏究 = 4
• 1. 便宜店의 定義 = 4
• 2. 便宜店의 生成과 發展過程 = 9
• 3. 小賣機關으로서의 便宜店 = 21
• 4. 便宜店과 他小賣店과의 特性比較 = 31
• 5. 便宜店의 役割 = 35
• Ⅲ. 便宜店 業界의 現況과 實態 = 36
• 1. 便宜店의 國內 導入背景 및 發展過程 = 36
• 2. 國內 便宜店의 現況과 展望 = 41
• 3. 便宜店 運營의 實態 = 45
• 4. 便宜店 運營上의 特性 = 56
• 5. 便宜店 業體別 運營方式 및 特徵 = 63
• Ⅳ. 便宜店 利用顧客의 性向에 관한 實證的 考察 = 72
• 1. 硏究調査의 槪要 = 72
• 2. 調査 對象者의 人口 統計的 特性 = 74
• 3. 便宜店 利用 實態 및 動機에 관한 分析 = 77
• Ⅴ. 結論 = 84
• 參考文獻 = 86
• SUMMARY = 89
• 설문조사지 = 92