대형유통상업시설 개발을 위한 소비자 선택기준에 관한 연구- 용인/분당 지역 대형백화점을 기준으로 -

Abstract

Today's distribution market has many structures such as department stores, large discount stores, traditionalmarkets, and internet shopping malls, and the choice variety of the consumers' purchase behavior increased. For this, this study conducted research about consumer choice criteria about department stores among manydistribution market structures and consumer satisfaction in Yong-In and Bun-Dang area. The degree of importance about choice criteria for department stores in general was analyzed, andfor the degree of importance items, degree of preference about the actual department stores in Yong-Inand Bun-Dang area was additionally analyzed. The selection of factors for department store choicecriteria was ultimately done by consulting with researchers of the previous studies and distributionspecialists, and the survey was conducted from an outside survey institute, and the relative importancewas evaluated by AHP method. Also, additional research was conducted on the actual consumerpreference of department stores located in Bun-Dang and Yong-In area about each choice criteria item. From the analysis results, the factors that are considered in priority in choosing a department storesand actual preference of department stores were analyzed, and the consumer characteristics and newperception standard were identified.