노년층 소비자의 편의품 구매 시 소매점 결정요인에 관한 실증적 연구 (Determinant Attributes for Making Retail Store Choices of Convenience Goods for Elderly Consumer)

서지정보

· 발행기관 : 한국기업경영학회
· 수록지 정보 : 기업경영연구 / 18권 / 3호 / 171 ~ 191페이지
· 저자명 : 김숙응

초록

본 연구는 기업들이나 소매 점포에게 핵심적인 세분시장으로 부상하고 있는 노년층 시장에 대한효과적인 마케팅 전략을 수립하는 데 도움을 주기 위하여 노년층들이 편의품 구매 시 소매점을 결정하는 요인에 대해 연구하였다. 소매점을 결정하는 요인들로는 소매점포의 점포 특성, 서비스요인 및 특정점포를 선택하는 결정요인을 살펴보았다. 나아가 이들 요인들과 점포선택의 개인적 요인들(즉 노년층이 최초로 선택하는 점포, 연령, 성별, 활동수준, 주관적 건강상태 등)과의 관계를 실증분석 하였다. 구체적으로 노년층 소비자들의 편의품 구매 시 소매점포 선택과 관련된 요인들은 노년소비자의 구매행동과 점포선택요인에 관한 기존자료와 Lumpkin et al.(1985)의 자료에 근거하여 점포의 편리성과 위치, 물리적 환경, 서비스특성, 품질과가격으로 점포 요인들을 선택하였다. 또한 노년층 소비자의 점포선택 결정요인을 분석하기 위해 결정요인모델을 사용하였다. 나아가 노년층의 개인적 변수 즉 최초로 선택하는 점포와 연령, 성별, 활동수준, 주관적건강 상태 등과 소매 점포 선택간의 관계에 있어 가장 중요한 결정요인과 비 결정요인들을 파악하기 위해다중판별 분석을 하였다. 분석 결과, 노년층 소비자들의 소매점 선택요인 중 집에서 가까운 점포위치, 편리한 주차와 빠른 계산 등 위치와 편리성이 순서대로 중요한 요인으로 발견되었다. 또한 특정점포선택의 결정요인으로는 집에서 가까운 점포위치와 편리한 주차, 입구와 출구가 편리하거나 제품을 쉽게 발견하도록 일관된 상품위치를 가진 점포가 발견되었다. 나아가 매력적인 가격이나 양질의 제품, 다양한 상표와 불만족한제품의 반품가능성도 노년층 소비자의 점포선택에 결정적인 영향을 미치는 요인으로 나타났다. 이러한 결과를 바탕으로 노년층 시장에 대해 효과적인 실버마케팅전략을 수립하기 위한 시사점을 제시하였다.

영어초록

As aging progresses, the elderly experience many changes in various aspects of life which they did not experience when younger, and desires based on such changes create demand for new products and services. These days the elderly market to satisfy such demand is rapidly developing and for businesses,this market is rising up as an important strategic market.
Especially the baby boomer generation is just entering their 50s and its size is not small, making up 38% of the population. They are full of desire to leisurely enjoy the remainder of their years and have the financial ability to do so. For 20 years starting in 2010 when they begin to retire in significant numbers, businesses will encounter a huge consumer group of 18 million people.
However, on the other hand, it is also a fact that even the corporations in advanced nations have not been able to effectively penetrate the elderly market.
The reason for this is that, although the importance of the elderly market is being accepted by businesses in recent times, they lack understanding of this market and thus are unable to appropriately deal with it or have handled it in inadequate ways.
Also information about the elderly class, compared with other age groups, is very inadequate and there is virtually no knowledge about how to approach this group.
In order to prepare for an aged society, corporations and retailers that deal with the elderly need a new strategy. However, research on the elderly regarding their store choice behavior is almost non-existent.
Although silver consumers use a variety of criteria in choosing among stores, services offered appear to be of primary importance. such services include courteous, patient treatment by store employees, assistance in locating products, transportation to and from shopping areas, and places to rest when they become tired. Similarly, another study suggests that special treatment (such as carry-out service for packages),special consideration (such as assistant in product selection), and similar-aged clerks affect the silver person's patronage habits. The importance of such services increases with the age of the consumer. Desire for these services might indeed reflect cognitive and biological changes (such as information-processing skills and immobility) due to aging.
This paper aims to identify determinants in choosing retail stores when elderly consumers purchase convenience goods. and for that purpose, the identification of retail store characteristics and services the elderly seek when making convenience goods purchases and how these characteristics and services impact elderly consumers retail store patronage. Finally, this study examine the impact that primary store choice, sex, age, self-reported healthiness, activity have on the importance placed on retail store determinants.
The factors that were most impotant to elderly consumer relate to store location close to home, convenient parking, convenient/fast check, quality products, convenience entrance/exit.
And the most store determinants used by the elderly consumer when choosing among the various retailers for convenience products relate to store location close to home, convenient parking, consistent location, convenience entrance/exit. attractive prices.
Multiple Discriminant Analysis was used to provide a test of difference across the primary store choice,sex, age, self-reported healthiness, activity.
There were no differences found among primary store choice, age for the 10 determinant.
But two differs significantly across sex groups: store location close to home, attractive prices.
Thus, the remaining eight are determinant for the eldery regardless of sex.
Two differs significantly across activity groups: other services in store, quality products.
Therefore, the remaining eight are determinant for the eldery regardless of activity groups.
Of the 10 determinants, two differs significantly across self-reported healthiness: various brand , attractive prices. Thus, the remaining eight are determinant for the eldery regardless of self-reported healthiness.
The result of the study will be very useful in establishing the relevant elderly marketing strategies and in providing the business opportunities of the market for elderly consumers.

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