• Asia Marketing Journal
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• 제6권3호
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• pp.143-156
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• 2004

본 사례는 할인점 시장을 개척하고 시장 선도자로서의 역할을 충실히 수행한 바 있는 이 마트의 경영철학과 비전을 소개하고 이 마트 마케팅전략의 개요를 분석한 후 마지막으로 이 마트의 성과와 과제를 논의하였다. 이 마트는 할인점의 미션으로 '양질의 상품을 가장 저렴한 가격으로 지속적으로 판매하여 고객들에게 실질적인 혜택(이익)을 제공하는 것'으로 결정하고 할인점 업의 본질에 충실하여 할인점 업계의 강자(일인자)를 추구하는 전략을 선택하였고 이를 위하여 이 마트는 "최저가격 할인점 이 마트"라는 슬로건을 전개한 바 있다. 이 마트 브랜드전략의 목표는 '대한민국 1등 할인점' 또는 '소비자가 할인점하면 이 마트를 떠올리게 하는 것', 즉 카테고리의 대표브랜드가 되는 것이었다. 이를 위하여 이 마트는 브랜드 파워를 키우기 위한 다양한 노력을 기울였는데, 이 마트는 브랜드 파워 구축의 성공요인들인 국내 최초 할인점, 소비자들이 선호하는 할인점, 최다점포 보유(전국적인 네트워크), 최고 바잉파워의 형성, 저렴한 가격, 외국계 할인점을 능가하는 경쟁력의 확보, 한국형 할인점의 구축 등을 체계적으로 추진하여 왔다. 이 마트는 체계적인 마케팅활동의 결과로 국내에서 한국형 할인점의 모형을 정착시켜 왔으며 이와 함께 할인점의 고속 성장을 주도하면서 할인점 시장에서 시장 선도기업으로서의 위치를 공고히 해 왔다고 평가할 수 있다.

• 한국의류학회지
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• 제32권10호
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• pp.1548-1558
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• 2008

The goal of this study was to investigate the impacts of service quality, product quality, and perceived price on store loyalty of the clothes shops at a large-scale discount store. The subjects were 357 female adults living in Suncheon City, Jeollanam Province. The questionnaires were conveniently sampled from June 1 to 30, 2006. The collected data were factor and reliability analyzed using the SPSS program. And Regression was used to verified the relationships between the constructs. Among the five hypotheses set in the research model, total four were selected through empirical analysis and the rest one were rejected. The empirical results showed the following managerial implications. First, consumer' perceived service quality has a positive relationship with store image and store loyalty. Second, product quality has a positive relationship with store image. Third, store image has positively related with store loyalty. Fourth, perceived price has not significantly related with store loyalty. Finally, store image in large-scale discount store is 'sales people', 'VMD/atmosphere', and 'assortment' on forming the store image. Especially, 'assortment', 'oust and friendship', and 'symbol' have significantly related with store loyalty.

• 한국의류산업학회지
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• 제9권4호
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• pp.409-417
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• 2007

The goal of this study was to investigate the impacts of customer satisfaction, store image, and switching barrier on store loyalty of the clothes shops at a large-scale discount store. The subjects were 357 female adults living in Suncheon City, Jeollanam Province. The questionnaires were conveniently sampled from June 1 to 30, 2006. The collected data were factor and reliability analyzed using the SPS program. And LISREL was used to test and evaluate the relationships between the constructs through confirmatory factor analysis and covariance structure analysis. Among the six hypotheses set in the research model, total four were selected through empirical analysis and the rest two were rejected. The analysis results were useful in making a conceptual model that could keep the simplicity about store loyalty and had increased explanatory power. Thus it turned out the deciding factors of store loyalty for the clothes shop at a discount store were customer satisfaction and switching barrier rather than store image. Customer satisfaction had the biggest influences on store loyalty among the expected variables. Considering the direct impacts of switching barrier on store loyalty, it's important to work on switching barrier along with customer satisfaction in order to maintain the customers' store loyalty. The efforts to identify the various factors of store loyalty in addition to switching barrier, customer satisfaction, and store image will lead to such marketing strategies as can vitalize the clothes shops at a large discount store.

• Asia Marketing Journal
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• 제14권3호
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• pp.7-26
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• 2012

The success story of E-mart fascinated many academics and practitioners alike. Though E-mart began as a nameless discount store in Chang-dong, Seoul in 1993, it has transformed itself into a leading distribution company and one of the most powerful brands in Korea. Surprisingly, it achieved the great success against the two crises it met: the national economic crisis and the invasion of the global giant Walmart. The main objective of this case study is to formally examine how E-mart overcame the two crises. More specifically, this case study highlights the ways with which E-mart turned those difficulties into opportunities for growth. In our examination of the E-mart case, we could clearly see E-mart's competence and spirit that allowed it to turn crises into advantageous opportunities. E-mart attracted the customers who wanted value-oriented consumption by its positioning as the "Lowest price discount store", when consumer sentiment was frozen under the economic crisis. Furthermore, when a large-scale foreign discount store like Walmart entered the Korea market, E-mart built its core competencies as the 'Korean style discount store'. These ingenious positioning and efforts resulted in E-mart taking over their archrival, Walmart, and forced the global Goliath to exit the Korean market. The case of E-mart's effective crisis management teaches many important lessons and a few core lessons that apply to many companies. One such lesson is the importance of positioning which enabled E-mart to turn crises into opportunities. Granted, the strategy of positioning as the 'Korean style discount store', or 'Lowest price discount store' was possible due to overall support with cost reduction, development and management of their own system, an apprentice educate system, etc. based on an excellent selection of location of the store and efficient distribution systems. Still, the positioning strategy of E-mart was truly ground breaking in distancing itself from its competitors. The lessons from E-mart will help those companies currently in a stagnant situation or a crisis to turn their obstacles into great success.

• 유통과학연구
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• 제11권11호
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• pp.57-61
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• 2013

Purpose - This study aimed to understand the influence of visible factors directly shown to and experienced by consumers such as physical evidence, and invisible factors obtained through acquaintances or other experienced consumers such as word-of-mouth, in the discount stores' marketing communication on impulse buying intention and store loyalty. Research Design, Data, and Methodology - This study examined the effect of factors in discount stores' marketing communication, for instance, physical evidence, word-of-mouth, and buying impulse intention. The questionnaire survey resulted in 68 completed questionnaires. Results - Physical evidence and word-of-mouth have a statistically significant positive effect on store loyalty. The results of regression analysis regarding whether visible or invisible factors have more impact showed that word-of-mouth has a statistically significant positive effect on store loyalty. With regard to impulse buying intention, only word-of-mouth was statistically significant. Conclusion These results suggested that visible and invisible factors that appeal to customers are very important. In particular, the results suggested that stores should create invisible factors (e.g., positive word-of-mouth) for their customers.

• 한국인쇄학회지
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• 제30권1호
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• pp.21-33
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• 2012

This research attempts to analyze the effect of printed-saving coupons distributed by major discount store on consumer purchasing intention. Those consumers having used printed-saving coupon in major discount store in Daejeon were selected as respondents. 121 copies were retreated from 150 questionnaires. For data analysis, frequency analysis for respondents' characteristics, Cronbach's alpha for reliability of analysis, and $X^2$ test of multi-regression analysis for testing hypothesis were utilized. The result of analysis shows 1) the way of using coupon is respectively different according to sex, age group, marital status, term of coupon, and the number of using coupon; 2) Attributes of coupon partially influence on purchasing intention of consumers. Only shopping cost cutting is insignificant, while keeping convenience, impulse buying, scheduled purchasing are significant. The most effective variable is scheduled purchasing, keeping convenience, and impulse buying influence on purchasing intension of consumers. Therefore, offering printed-coupon by major discount store is useful tool to induce consumers to planned purchasing.

• 패션비즈니스
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• 제11권1호
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• pp.86-96
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• 2007

The purpose of this study was to examine which variables affect customer relationship management in discount store focusing on satisfaction, trust and commitment. A total of 360 participants who had purchased fashion products in discount store were used in this study. The data was analyzed by factor analysis, correlation analysis and regression analysis using SPSS program. As the result, benefits, information, reputation, product, location, salesperson and price factor were extracted. The price, information, reputation, product and location variables had the effects on satisfaction, especially, price had the major effects on satisfaction. The satisfaction, information, salesperson, price and location had the effects on trust. The satisfaction, trust, information, benefits and product had the effects on commitment. The reputation variable had direct effect on relationship maintenance. Also, satisfaction, trust and commitment had the effects on relationship maintenance. Specifically commitment had higher effect on relationship maintenance than satisfaction and trust did. The results of this study would provide CRM marketing strategy for fashion marketers of discount store.

• 복식문화연구
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• 제14권4호
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• pp.647-656
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• 2006

A purpose of this research was to analyze an effect of discount stores image on brand equity of fashion brand. One hundred ninety-four women living in Seoul and its suburb were surveyed for this study. For data analysis, descriptive statistics, factor analysis, multiple regression, and ANOVA were used for this study. As the results, first, discount stores image was classified into five factors such as convenience, service, store atmosphere, familarity, and easy use. Second, brand equity was divided into three factors such as brand loyalty, perceived quality and brand recognition. Generally, discount stores images were correlated with brand equity factor. Third, results revealed that service, easy use, convenience, and familarity were 32% of the explained variance in brand loyalty. Also, store atmosphere convenience, service, and easy use were 26% of the explained variance in perceived quality. Results revealed Store Atmosphere and easy use, and familarity were 21% of the explained variance in brand recognition. Based on these results, discount stores in private brand marketing strategies would be suggested.

• 산업경영시스템학회지
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• 제25권2호
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• pp.42-49
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• 2002

Recently, relative importance of the discount store is growing more and, as a life style of consumers changes, and foreign discount store is prosperous. This purpose of the research have a thorough grasp of the physical environment and the influencing variables. This paper was based on data which were collected from a self-administered structured questionnaire and statistical analysis were used. The contents of the research is following ; (1) Consumer's recognition difference verification of each discount store according to the T-test. (2) The Relation analysis between perceptional physical environment and service satisfaction. (3) This paper will suggest effective marketing methods according to the factor of satisfaction

• 한국디자인학회:학술대회논문집
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• 한국디자인학회 2002년도 봄 학술발표회 논문집
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• pp.32-33
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• 2002