도시지역 소비자의 쇼핑장소 선택 특성에 관한 연구 : 마창진 광역도시권을 사례로

Abstract

This study is trying to analyze the customer behavior in a metropolitan area(Masan, Changwon, and Jinhae) based on survey. The validity and reliability test of survey data was founded to be significant. The study identifies five main decision factors of choosing shopping place out of twenty one variables. They are facility, commodity, additional value, accessibility and convenience. These five factors are applied to 4 different types of commercial facilities(department store, warehouse store, small and medium size discounter and traditional store) and different areas(Masan, Changwon, Jinhae and Jangyu) using ANOVA and Duncan Test. The study shows that commodity was considered as important by the customers of department store, large-scale discount store and mid & small size discount store in order. Convenience was considered as important for department store and large-scale discount store in order, accessibility was considered as important for mid & small size discount store, additional value was considered as important for department store, large-scale discount store. Facility was considered as the most important by the customers of department store. As for the decision factors for different areas, convenience, accessibility and commodity were relatively important in Masan, Changwon area, but those three factors were not important in Jinhae and Jangyu area. It is because Masan and Changwon have more department stores and large-scale discount stores than Jinhae and Jangyu. Therefore, it is necessary to build more department store and large-scale discount stores in Jinhae and Jangyu or improve the accessibility to those stores in Masan and Changwon.