earticle

영어

This research has analyzed characteristics and differences of customer shopping behavior between department store and super store. First, the elementary outline of customer shopping behavior has been comprehended by analyzing shopping frequencies, shopping hours, means of transportation by retail types. In addition, differences in decision criteria, satisfaction have been more analyzed by items and retail types. The analysis result showed that some differences are identified in customer shopping behavior by department stores and super stores. Firstly, customers are found to shop more frequently in superstores but to spend more time in department stores. Secondly, main reasons of visitation to super stores were purchase-relevant; however, department stores are not. In the perspective of satisfaction degree, department store showed higher level than super store in all factors except price and accessibility. In the perspective of shopping frequencies by items, department store showed higher frequency level in apparel, miscellaneous goods, cosmetics and sports wear/goods, while super store showed higher frequency level in groceries, household items, kitchen items and others. In the perspective of purpose of visitation, purchasing goods was the most important purpose regardless of retail types. Beside this purpose, department store shows higher level in window shopping and using cultural facilities like theater, culture center, etc. Yet, super store shows higher level in neighborhood living facilities like beauty shop and clinics.