The Empirical Study on Purchasing Behavior between Costco Wholesale Members and Non-Members
0
조회
0
다운로드
0
인용
0
참고문헌
키워드
초록
Purpose - The purpose of the study was to seek to find out what factors having differences between paid membership customers (Costco membership) and general customers in retail industry. Since Costco operates differently from other conventional retailers, which is expected to have a substantial impact on consumers’ preference of retail stores. Research design, data, and methodology - The survey conducted covered 1,000 adults in their 30s~50s living in Goyang and Gwangmyeong where Costco runs stores to determine the effects of Costco’s local market-entry from consumer perspectives. 500 respondents were surveyed in each region and those working in the retail sector were excluded to ensure the objectivity of the answers. Results - Costco members in Goyang considered the price, bulk purchasing, and membership benefits as important criteria when choosing their retail store. On the other hand, as for Gwangmyeong, the non-member group’s prominent characteristic was that they considered accessibility including travel distance and location and in-store amenities including food court services as important criteria for decision-making. Conclusion - Unique business model of Costco shows a statistically significant difference in terms of consumer awareness. the feature of Costco served as an critical criteria for consumers in their purchasing decision. Moreover, Bulk packaging purchases at Costco results in a strong supplementary relationship with neighborhood supermarkets
Abstract
Purpose - The purpose of the study was to seek to find out what factors having differences between paid membership customers (Costco membership) and general customers in retail industry. Since Costco operates differently from other conventional retailers, which is expected to have a substantial impact on consumers’ preference of retail stores. Research design, data, and methodology - The survey conducted covered 1,000 adults in their 30s~50s living in Goyang and Gwangmyeong where Costco runs stores to determine the effects of Costco’s local market-entry from consumer perspectives. 500 respondents were surveyed in each region and those working in the retail sector were excluded to ensure the objectivity of the answers. Results - Costco members in Goyang considered the price, bulk purchasing, and membership benefits as important criteria when choosing their retail store. On the other hand, as for Gwangmyeong, the non-member group’s prominent characteristic was that they considered accessibility including travel distance and location and in-store amenities including food court services as important criteria for decision-making. Conclusion - Unique business model of Costco shows a statistically significant difference in terms of consumer awareness. the feature of Costco served as an critical criteria for consumers in their purchasing decision. Moreover, Bulk packaging purchases at Costco results in a strong supplementary relationship with neighborhood supermarkets
참고문헌 (20)
- Basker, E., "Job creation or destruction? Labor market effects of Wal-Mart expansion", Review of Economics and Statistics, 87(1), pp.174~183 (2005)
- Bonanno, A., "WalMart and Local Economic Development : A survey", Economic Development Quarterly, 26(4), pp.285~297 (2012)
- Cascio., "Decency Means More than"Always Low Prices" : A Comparison of Costco to Wal-Mart’s Sam’s Club", Academy of Management Perspectives, 20(3), pp.26~37 (2006)
- The impact of an urban WalMart store on area businesses: An evaluation of one Chicago neighborhood’s experience, "Davis, J.", Center for Urban Research and Learning, ~ (2009)
- Dick, S. A., "The impact of membership fees on consumer attitude and choice", Psychology & Marketing, 15(1), pp.41~58 (1998)
- Douglas, S. P., "The role of context in assessing international marketing opportunities", International Marketing Review, 28(2), pp.150~162 (2011)
- Hicks, M. J., "The regional impact of WalMart entrance : A panel study of the retail trade sector in West Virginia", Review of Regional Studies, 31(3), pp.305~313 (2001)
- Hu, F. L., "How can different brand strategies lead to retailers' success? Comparing manufacturing brand for Coca-cola and private brand for Costco", Journal of Global Business Issues, 3(1), pp.129~135 (2009)
- Hyllegard, K., "Spanish consumers’ perceptions of US apparel specialty retailers’ products and services", Journal of Consumer Behaviour, 4(5), pp.345~262 (2005)
- 김준환, "회원제 대형마트의 이용자집단 간 구매행태 및 만족도 차이분석", 대한부동산학회지, 32(1), pp.5~24 (2014), 대한부동산학회
- 김재진, "다국적 창고형 할인점의 한국 시장 진출과 성장 전략: 코스트코 홀세일(Costco Wholesale) 사례를 중심으로", 국제경영리뷰, 23(1), pp.53~79 (2019), 한국국제경영관리학회[DOI]
- 김준환, "일반 대형마트와 회원제 대형마트의 소비자 이용행태 분석", 주거환경, 12(4), pp.227~239 (2014), 한국주거환경학회
- Kim, S. H., "The role of warehouse club membership fee in retail competition", Journal of Retailing, 83(2), pp.171~181 (2007)
- 김영이, "A Study on Performance of Retail Store: Focused on Convenience Store", 유통과학연구, 15(2), pp.47~51 (2017), 한국유통과학회[DOI]
- 이철성, "전통시장 지원사업과 경쟁 강도가 점포매출액과 방문고객 수에 미치는 영향", 유통과학연구, 17(3), pp.97~105 (2019), 한국유통과학회[DOI]
- Lee, M. Y., "Factors affecting Mexican college students’purchase intention towards a US apparel brand", Journal of Fashion Marketing and Management, 12(3), pp.294~307 (2008)
- Minahan, S. M., "Costco and the Aussie Shopper: a case study of the market entry of an international retailer", The International Review of Retail, Distribution and Consumer Research, 22(5), pp.507~527 (2012)
- Neumark, D., "The effects of WalMart on local labor markets", Journal of Urban Economics, 67(1), pp.405~430 (2008)
- Sobel, R. S., "Has WalMart buried mom and pop? The impact of WalMart on self-employment and small establishments in the United States", Economic Inquiry, 46(4), pp.676~695 (2008)
- 유병국, "A Study on How General Super Markets Affect Traditional Markets Performance", 유통과학연구, 15(11), pp.49~57 (2017), 한국유통과학회[DOI]