- Log In/Sign Up
- P-ISSN1738-3110
- E-ISSN2093-7717
- SCOPUS, ESCI
ISSN : 1738-3110
A Study of the Images of General Supers and a Department Store in a Local City
Abstract
Suncheon is a city comprising a rural and urban area, where there are four types of large stores. Studies have shown that there are too many large stores serving the local population of just 300,000. However, geographically, Suncheon is located at a transportation hub that borders the cities of Gwangyang and Yeosu as well as the local counties of Boseong and Gurae. Residents of these areas can reach these shopping stores within an hour's drive. Thus, the managers of these four stores regard residents in these areas as their valued customers and endeavor to create a differentiated image among them. In this study, 13 different images were used to determine the public's opinions and feelings towards these stores and the differences were analyzed. The store images measured overall store impression, diversity of the product, the quality of products displayed at the store, accessibility, the atmosphere, service to the customers, and so on. These images are evaluated subjectively by each customer and are major factors in them deciding to revisit the stores. The 13 images are classified into five main categories and further classified into 13 sub-categories. Three kinds of factor images were extracted from the store images in the five main categories by factor analysis using SPSS Ver. 19. The first factor image was extracted from the images of convenience, atmosphere, and service in the main categories and is called a sub-service factor for the store in this study. Accessibility to the store was classified as a convenience image in the main category and was extracted as a common factor along with diversity and the price of goods. These differences are expected according to the store location, that is, the difference between stores located in a large city and those in a small local city, and depending on the nature of survey respondents. The result shows that there is a significant difference between the stores' images with regard to accessibility, the price of products, brand image, and lighting/sound image. This study has the following limitations. First, the survey sample was restricted to residents of a small local city that includes rural and urban populations. The differences between the store images regarding traffic and accessibility are factored by store location, whether they are located within a large or a small city as well as the economic situation of these cities. Second, only the customers of large-scale stores were included in the survey as respondents. Relatively large traditional markets are held every five days in local cities and there is competition between large-scale stores and traditional markets with regard to diversity and the price of goods. It could be expected that customers in large-scale stores and customers in traditional markets would hold different store images. In future studies, images of stores in large cities should be compared with the images of stores located in small local cities. In addition, customer behavior when buying goods in large-scale stores should be compared with their behavior when buying goods in traditional markets.
- keywords
- 점포이미지, 서비스 수준, 구매행위, 요인분석
Reference
권오철,김진성,김판준,김판진,김홍섭,남궁석,박영근,박철주,박형진, 윤명길,이장환, 황화철, 김유오 (2007), “소매업태용어 통일화에 대한 소고”, 유통과학연구, 5(2), 5-15.
김문정, 오영애, 김기수 (2011), “유통업체의 기업이미지가 PB제품에 대한 소비자태도에 미치는 영향”, 유통과학연구, 9(4),83-91.
노형진(2005), 다변량분석 이론과 실제,서울:형설출판사.
박수용 (2008), “점포의 혼잡성, 쇼핑감정, 쇼핑가치에 관한 연구”,유통과학연구, 6(2), 61-79.
박영근, 박영봉, 이동해 (2006), “점포가치와 점포애고 의도에 양향을 미치는 점포선택기준에 관 연구”, 유통과학연구, 4(1),88-98.
신종국, 공혜경 (2005), “점포이미지가 유통업체상표이미지 및 구매의도에 미치는 영향”, 마케팅과학연구, 15(2), 10-11.
송용섭 (1983), 현대소비자행동론,서울:박영사
이원호, 김수옥, 이상윤, 윤명길 (2012), “점포선택특성이 브랜드태도에 미치는 영향; 6개 메이저 브랜드 커피전문점을 중심으로”, 유통과학연구, 10(3), 51-61.
윤명길, 김유오 (2007), “한국에서의 유통학문 연구 방법론에 대한소고”, 유통과학연구, 5(1), 75-88.
정난호, 김남면, 성일석 (2006), “소매업태에 대한 소비자 선택요인에 관한 연구”, 유통과학연구, 4(2), 41-62.
한희영 (1980), 현대마케팅론,서울:다산출판사
홍부길 (1980), 소비자행동분석,서울:일신사
Blackwell, R.D., Miniard, P.W. & Engel, J.F. (2005), Consumer Behavior, 10th ed, Mason OH; Thomson Learning.
Chung, Lak-Chae and Cho, Young-Sang (2011), “The effect of store image components on consumers purchasing retailer brands in Korea”, Journal of Distribution Science, 9(4), 15-27.
Engel, J.F., Blackwell, R.D. and Miniard, P.W. (1990), Consumer Behavior, 6th ed., The Dryden Press, Chicago, IL.
George, D. and Mallery, P. (2009), SPSS for Windows Step by Step-A Simple Guide and Reference. Boston, MA: Pearson Education
Harrell, G.D., Hutt, M.D. and Anderson, J.C. (1980), “Path Analysis of Buyer Behavior Under Conditions of Crowding”, Journal of Marketing Research, 17, 47-51.
Keller, K.L. (1993), “Conceptualizing, Measuring, and Managing Customer-based Brand Equity”, Journal of Marketing, 57(1), 3-8.
Kunkel, J.H. and Berry, L.L. (1968), “A Behavioral Conception of Retail Image”, Journal of Marketing, 32(October), 22-27.
Lessig V.P. (1973), “Consumer Store Images and Store Loyalties”, Journal of Marketing, 58(October), 73-74.
Martineau, P. (2009), “The Personality of the Retail Store”, Harvard Business Review, 36(1), 47-55
Meenaghan, T. (1995), “The role of advertising in brand image development”, Journal of Product & Brand Management, 4, 23-34.
Morade, H. and Zarei, A.(2011), “The Impact of Brand Equity on Purchase Intention and Brand Preference-the Moderating Effects of Country of Original Image”, Australian Journal of Basic and Applied Sciences, 5(3), 539-545.
Muijs, D. (2011), Doing quantitive research in Education with SPSS, London; Thousand Oaks, Sage Publications.
Pessemier E.A. (1980), “Store Image and Positioning”, Journal of Retailing, 56(1), 96-97.
Pettijohn, L.S., Mellot, D.W. and Pettijohn, C.E. (1992), “The Relationship between Retailer Image and Brand Image”, Psychology & Marketing, 9(4), 311-328.
Rajagopal (2011), “Determinants of Shopping Behavior of Urban Consumers”, Journal of International Consumer Marketing, 23, 83-104.
Rich, S.U. and Portis, B.D. (1964), “The “Imageries” of Department Stores”, Journal of Marketing, 23, 10-15.
Wang, X. and Yang, Z. (2010), “The Effect of Brand Credibility on Consumers' Brand Purchase Intention in Emerging Economies: The Moderating Role of Brand Awareness and Brand Image”, Journal of Global Marketing, 23, 177-188.
Wheatley, J.J. and Chiu, S.Y (1977), “The Effects of Price, Store Image, and Product and Respondent Characteristics on Perceptions of Quality”, Journal of Marketing Research, 14, 182-185.
- Downloaded
- Viewed
- 0KCI Citations
- 0WOS Citations