대형마트 이용실태에 관한 한･일 비교 연구

Abstract

Large retailers have been continuously growing by improving the existing distribution structure and selling large quantities for a low margin of profit. Through the high-volume purchases, massive displays, low margin and high turnover, self-service, and the lowest investment, large retailers have rationalized the sales structure, and it has enabled them to provide low prices to customers. For these reasons, a major feature of large retailers is pursuing the low price at all times and as a consequence, they are distinguished from the stores who temporarily provide customers with the bargain sales, clearance sales, or some special bargains. After the opening of the distribution market in Korea, a number of large-scale foreign distributors have entered and profoundly changed the structure of the market. Furthermore, the large retailers have expanded the business through differentiated marketing strategies and affected the traditional and local markets who had led the mainstream of the retail market in Korea. In addition, large retailers in Japan have also developed and had an influence on Japanese local stores, but some of those large retailers have disappeared due to the management aggravation, and some have been sold or merged. Therefore, in order to examine the rapidly changing distribution market environment, this study compared and analyzed the purchasing behavior of customers, shopping at large retailers in Korea and Japan.