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http://dx.doi.org/10.9728/dcs.2017.18.7.1357

An Analysis of Retail Channel Consumption: Focusing on the Reduced Consumption at Hypermarkets  

Park, Jin Young (Department of Big Data Application and Security, Korea University)
Kim, Hyoung Joong (Department of Big Data Application and Security, Korea University)
Publication Information
Journal of Digital Contents Society / v.18, no.7, 2017 , pp. 1357-1366 More about this Journal
Abstract
In the context of domestic consumption environment changes such as expansion of smartphones and increase of single-person households, hypermarket, which was the mainstream of the existing retail market, have recorded negative growth for the last three years due to declining sales. And it is not enough to analyze the influence relationship with other retail channels or investigate the cause of consumption movement. In this study, we analyzed the decline in the growth rate of hypermarket by demographic variables, consumption time, etc. And logistic regression analysis revealed the relationship between the decrease in consumption of hypermarket and the change in the proportion of sales of other retail channels. In addition, we surveyed consumers who have decreased consumption of hypermarket based on actual card consumption data to determine why they choose different retail channels. This is significant in that the result of quantitative analysis of changes in retail channel consumption and the result of qualitative reasoning converged to give a stereoscopic view of consumption.
Keywords
Retail channel; Hypermarket; Big data; Logistic regression; Targeting survey;
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Times Cited By KSCI : 2  (Citation Analysis)
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