ABSTRACT
Effects of Consumer Spatial Information on Shopping Center Choice
Hong-Young Kim(Department of Business Administration Graduate School Chonnam National University Kwangju Korea)
There exists many meeds in our daily life. People often feel up their needs through the act of exchange. The exchange is performed at market where consumers and retailer meet.
The retailer supply goods and services with consumers at market. Consumers attain their purposes by buying commodities. To fulfill this activity, consumers get all the information which are given by retailer about retail mix combination through direct and indirect experience. According to obtained information, they judge and evaluate what the buying place is about compared to their needs and desires.
For a long time period, most retailers have been interested in core products. They just sell commodities to the limited visitors who saw advertisements and come to visit. But the contemporary market are getting more and more complicated, and consumers ard trying to fill up their needs more actively. In this situation, Business firms shout have a exact concept of consumers desire and needs. Also, they are able to divide their business territory into detail to chase up consumers
¡¯ desire. What comes to the next is to set one or few groups of detailed market and then to suggest differentiated marketing mix completely. It can be explained other way which is colled key to success. It means that they are to cleat competitive advantage which can overcome their rivals in target market. This is the reason why most of retailers are doing their best efforts on finding out what consumers' needs and desires trend is.Retailers have to redesign their retail mix combination system to get information of consumers' needs and desires and also to get the advantage among rivals. Through those kinds of efforts, retailers which have succeeded in differention can endow more high value to consumers and are able to get better status in similar lives.
This research was to and out what the consumers' needs going on at Vegetable and Fruit Retailer which is located at Kawngju city.
The first step of this research consist of general view on information of retail mix combination. The next one is about how much the conformity between consumer's needs and retailer's retail mix can affect consumers' selection of retailers.
Thorough this study, the results came out on the needs and desires of consumers about vegetable and fruit. The tendencies of previous retailers was analyzed how they were satisfying consumers' needs and desires in their management The new strategy of retailer in each was set up based on analysis. To attain above mentioned purpose, previous researches on spatial behavior and shopping center choice was reviewed. At last, research hypothesis was set and empirical analysis was revealed.
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