소비자가 인지하는 동대문시장의 쇼핑여건에 대한 탐색적 연구

Abstract

The purpose of this study was to investigate the shoping condition of Dongdaemoon Shoppingmal. A depthinterview was administered to eight consumers aged 10s through 30s who had shopping experiences at Dongdaemoon -chandise categories purchased, assortment, price, shopping environment, and service offered by Dongdaemoon Shop-pingmall. The results of this study were as follows: The reasons of consumers' Dongdaemoon Shoppingmall preference were reasonable price, variety of merchandise assortment, easy catch of fashion trend, entertainment place, and opening hour at nighttime. The mainly purchased items were casual and fashionable clothes. Children's wear was mainly bought item by housewives too. The unique design, similar merchandises sold at department stores and new style in early adop-tion of fashion cycle were perceived as positive aspects, but copied merchandises and large quantity of same merchandise as negative aspects. The fixed price system was not trusted by consumers. Consumers complaints about shopping con-dition were crowded pathways and shopping booths, the lacks of facilities such as fitting rom, toilet, lounge area, sales persons' service, and difficulty of using credit cards. From these results, some implications for marketing strategies and -ufacturers should make efforts by managing merchandise planning, production, selling, and promotion cooperatively. Fixed price system, acceptance of credit cards, and merchandise return/exchange service should be improved. The training the salespersons was the most important and basic step and easy way to get to successful busines.