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농촌경제

소비자 인식 분석을 통한 재래시장의 활성화 방안 도출

2011.07.31 21077
연구보고서 표지
  • 저자
    김성훈, 한재환
  • 등록일
    2011.07.31
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목차

1. 서론
2. 우리나라 재래시장의 현황
3. 재래시장에 대한 소비자 인식 분석
4. 요약 및 결론

요약문

In Korea, there are more than 1,500 traditional retail markets selling agricultural and other products to consumers, but the number has gone down a lot recently due to increasing number of discount stores and department stores. The purpose of this paper is to analyze consumers' recognition of traditional retail markets using a multinomial logit model and suggest strategies to promote the traditional retail markets.
The results of the analysis present several implications: First, most consumers often buy small amount of products and are satisfied with the quality of products in the traditional retail markets. Second, investment in parking facilities for consumers is the most important physical factor. Third, the difference in consumers' characteristics requires differentiation of strategy on physical or non-physical factors to promote the traditional retail markets.

In Korea, there are more than 1,500 traditional retail markets selling agricultural and other products to consumers, but the number has gone down a lot recently due to increasing number of discount stores and department stores. The purpose of this paper is to analyze consumers' recognition of traditional retail markets using a multinomial logit model and suggest strategies to promote the traditional retail markets.
The results of the analysis present several implications: First, most consumers often buy small amount of products and are satisfied with the quality of products in the traditional retail markets. Second, investment in parking facilities for consumers is the most important physical factor. Third, the difference in consumers' characteristics requires differentiation of strategy on physical or non-physical factors to promote the traditional retail markets.

저자정보
김성훈Kim, Sunghun
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김성훈Kim, Sunghun
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