The Korean Journal of Franchise Management (한국프랜차이즈경영연구)

Korea Society of Franchise Management (한국프랜차이즈경영학회)
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Segmentation of Convenience Store Consumers by Motivation, and Satisfaction

쇼핑동기에 따른 편의점 소비자 세분화와 만족

  • Received : 2023.08.23
  • Accepted : 2023.09.25
  • Published : 2023.09.30
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Abstract

Purpose: This study aims to explore the shopping motivations of consumers at South Korean convenience stores and create distinct consumer segments based on these motivations. Additionally, the research seeks to propose tailored marketing strategies for convenience stores by analyzing consumer demographics and satisfaction levels within each segment. Research design, data and methodology: Using factor analysis, we identify three primary shopping motivation factors: "social/leisure," "functional," and "convenience." Subsequently, we use cluster analysis to group convenience store consumers into three categories: the "convenience-seeking group," the "function/convenience-seeking group," and the "multipurpose-seeking group." To gain a deeper understanding of each consumer segment, we investigate how demographic factors relate to their levels of satisfaction. Results: These findings offer valuable insights for adapting to shifting consumer preferences and the increasingly competitive landscape of South Korean convenience stores, especially in the expanding services offered by online businesses. Conclusions: This research emphasizes the significance of developing marketing strategies tailored to address the distinctive needs and preferences of individual consumer segments. These strategies empower convenience stores to establish a competitive advantage in the market.

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References

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