고객이 소매업태를 방문하는 빈도에 영향을 미치는 요인 분석 - 수도권 주요 소매업태를 중심으로 -

Abstract

This study contemplated on the factors to impact on the frequency of customers’ visiting retailers. The analysis was based on the data collected on the three categories of customer demographics, customers’ usage of internet & telecommunications, and customer characteristics of visits within retailers by using a binay logistic regression model. The results of the analysis are as follows. Firstly, customers’ usage of internet & telecommunications showed a negative impact on the customers' visiting frequency for large-size discount stores and traditional markets in Seoul and Gyeonggi/Incheon regions. On the other hand, it showed a positive impact on the customers' visiting frequency for department stores and convenience stores. Secondly, there was a trade-off between department stores’ and small & mid-size supermarkets’ high visiting frequencies in Gyeonggi/Incheon regions as opposed to Seoul region. Accordingly, it is necessary to be very careful about the strategy of opening department stores. Thirdly, male customers showed an increasing impact on the customers' visiting frequency for convenience stores in the Seoul Metropolitan area. Therefore, it is necessary to pay attentation to the male and female composition within the trading area when opening a convenience store.