This study compared and analysed the satisfactions and improvement factors between consumers at Traditional Markets and Discount Stores. The purpose of this study was to suggest the way to revitalize the Traditional Markets that once played important roles in distributing goods and consumers’ life style. The questionnaires were taken in Chunchon city during May 22 and May 25, and analysed Factor Analysis, matched sample t-test, multiple regression, and cluster analysis using SPSS 12 program. According to the results of the research, plans to revitalize the Traditional Markets were suggested as follows. First, it is needed to enhance the accessibility for consumers to the Traditional Markets by improving the parking facilities and public transportations. Second, it is needed to improve the reliability on commodities by enabling to exchange and refund. Third, it is needed to differentiate the Traditional Markets from the Discount Stores by developing the family activities that make shopping not only convenience but also cultural experiences. The revitalization of the Traditional Markets could be made through those improvements in the situations of rapid, new, and huge changes in the marketing field.

This study compared and analysed the satisfactions and improvement factors between consumers at Traditional Markets and Discount Stores. The purpose of this study was to suggest the way to revitalize the Traditional Markets that once played important roles in distributing goods and consumers’ life style. The questionnaires were taken in Chunchon city during May 22 and May 25, and analysed Factor Analysis, matched sample t-test, multiple regression, and cluster analysis using SPSS 12 program. According to the results of the research, plans to revitalize the Traditional Markets were suggested as follows. First, it is needed to enhance the accessibility for consumers to the Traditional Markets by improving the parking facilities and public transportations. Second, it is needed to improve the reliability on commodities by enabling to exchange and refund. Third, it is needed to differentiate the Traditional Markets from the Discount Stores by developing the family activities that make shopping not only convenience but also cultural experiences. The revitalization of the Traditional Markets could be made through those improvements in the situations of rapid, new, and huge changes in the marketing field.

traditional market, discount store, factor analysis, principal component analysis, multiple regression model, cluster analysis, Bartlett’s Test, multivariate analysis of variance