경기지역의 대형할인점 유통업체브랜드(PB) 선호특성에 대한 실증연구 = A Empirical Study on Preference Property for the Private Brand(PB) of Large Discount Stores in Gyeonggi-Do

다국어 초록 (Multilingual Abstract)

Recently, in the process of distribution industry's growth, distribution environment is changing rapidly by appearance of new business condition and strategy of multiple store. According to the intensification of competition, recently large discount stores are developing private brand(PB) products for the purpose of product differentiation and profitability. But after the economic crisis in 1997, young housewives and salaried man's that have rational and practical buying pattern become the core consumer's in the large discount stores. Hence low price strategy is not new things for the consumer's anymore.
In addition to, acquiring new consumer, many discount stores are establishing new stores at the rural area. But they undergo hardships of establishing new stores at the rural area because of disparity consumer's behavior, income level and consumption's pattern among regions. So, when they try to establish new stores, they need to know consumer's behavior at the region.Therefore the purpose of this study is to analyze preference property for the private brand(PB) of large discount stores in Gyeonggi-Do.