The Growth Strategy of Retail Companies: Focusing on New Stores Expansion of E-mart

Gi-Hwang Lee,Sang-Cheol Kim 한국유통과학회 2017 The Journal of Industrial Distribution & Business( Vol.8 No.1

Purpose – Retail companies are turning from one type of retailer to multiple business categories through various reasons, such as taking advantage of existed types of retailers’ channel distribution, information and know-how, and entering into new types of retailers. However, there is few research conducted about multiple type of retailers. Research design, data, and methodology – In this research, the references, data and new stores on E-mart will be collected. The dissertation, annual report, statistical data, land-book of E-mart will be also collected to confirm whether E-mart has made any acquisition towards another company. Results – There is a tendency to new stores expansion, store enlargement and prolonging the opening preparation of new stores, based on the core of new stores expansion of E-mart as a general supermarket type of retailers. Based on general supermarket type of retailers, E-mart begins to diversify its retail company’s type of retailers. Conclusions – As a general supermarket which is the most important type of retailers, E-mart is expanding into SSM type of retailers to seek new power of growth while slowdown growth is shown in general supermarket type of retailers. The expansion into SSM type of retailers would be a wise option as a retail company, E-mart is able to keep growing in the future.

대형 유통업체 영업 규제가 농수산업에 미치는 영향 분석

김동환,류상모 한국유통과학회 2014 유통과학연구 Vol.12 No.2

Purpose - The Korean government has revised the distribution industry development law to regulate large-scale retailer operations to protecting medium- and small-scale retailers and traditional markets. According to the revised law, large-scale retailers must follow regulations on operating hours and compulsory store closures two days per month. Based on the revised distribution industry development law, most local governments regulate operation hours and they have adopted compulsory closure programs for large-scale retail stores. However, it is argued that fresh food producers suffer from a decrease in sales based on the compulsory closure of stores operated by large-scale retailers. Large-scale retailers reduce their fresh food orders from agricultural and fishery producers because of the compulsory store closures. Fresh food producers also suffer from a decrease in prices because reduced orders lead to a decrease in auction prices based on the availability of excess goods in wholesale markets. This paper investigates the effects of operation regulations for large-scale retailers on agricultural producers by surveying agricultural and fishery producer organizations. Research design, data, methodology - A survey was conducted on 117 producer organizations of fruits and vegetables, cereals, fisheries, and livestock products from September 10 to October 4, 2012. Survey items are annual sales, shares of sales accounted for by large-scale retailers, reduction of orders and prices from large-scale retailers, methods to deal with the sales reduction, unfair trade practices of large-scale retailers, opinion of the large-scale retailer regulations, and so on. The average sales of the sampled producer organizations are 13.7 billion won and the average share of sales accounted for by large-scale retailers is 35.4%. Results - Survey results show that the sample producer organizations’ sales decreased 10.1% because of the compulsory closures of stores operated by large-scale retailers. It is estimated that the total sales of producer organizations decreased 371.2 billion won because of the regulations on the operation of large-scale retailers. In addition to the direct effect of a sales decrease due to order reduction, agricultural and fishery producer organizations suffered from the secondary effect of price reduction in wholesale markets. When orders from large-scale retailers decreased, most agricultural and fishery producer organizations shipped redundant products to wholesale markets, decreasing auction prices. It was estimated that the price received decreased 21.9% when sold in other marketing channels. As producer organization sales decreased, it was reported that the labor force employed by producer organizations also decreased by 15.1%. Therefore, we can conclude that the regulations for large-scale retailer operations resulted in negative impacts on agricultural producers. Conclusions - Although the sales reduction due to the regulations for large-scale retailer operations are not great, the cumulative effects due to the continued compulsory closure of stores operated by large-scale retailers could be great. This paper suggests governmental programs that could help agricultural producer organizations to find new and effective marketing channels such as direct marketing, farmers’ markets, exports, Internet shopping, and so on.

중소유통업자 보호를 위한 대형마트에 대한 규제와 그 실효성

설민수 대한변호사협회 2009 人權과 正義 : 大韓辯護士協會誌 Vol.- No.399

The big-box retailers that changed lifestyle of ordinary citizens in Korea fundamentally during last decade has conflicted with and dominated against the small retailers in the large because the big-box retailers have strong buyer power against suppliers which small retailers lacks. Especially, their current business model, aggressively opening smaller stores-called super- supermarket- in residential area, is in the collision course with most of small retailers interest and has met strong opposition of them. Despite all of social tension surrounding the big-box retailers, the regulation of them by laws is really dearth. Behind this non-regulation stance by government which is odd thing in Korea lies tradition of consumerism perspective which stress the economic interest of consumers than interest of small retailers based on producerism perspective. This consumerism perspective originated from historical vacuum state concerning retail industry and was deeply entrenched by the opening of retail markets to the foreign investors in the 1996. There exist only two optional regulations against the big-box retailers for the protection of small retailers : Anti-Trust and Fair Trade law enforcement and discretional construction permit by local government based on zoning regulation. However, anti-trust law enforcement is limited in the abuse of dominant status against suppliers because the buyer power of the big-box retailer has sui generous aspect and this enforcement in the field has met difficulty and become meaningless as the big-box retailer has gaining more buyer power. Local government’s discretional construction permit based on the zoning code has assumed the role of implicit regulation against the big-box retailers regulations for the protection of local small retailers. But this regulation do no have meaning over delay of entry timing because zoning code is neutral regulation and it will have no effect against super-supermarket. Considering all the points, the regulation of big-box retailers for the protection of small retailer will not be effective without fundamental change of social system. 지난 10년 동안 한국인의 일상생활에 가장 많은 변화를 가져온 대형마트는 중소유통업자들이 가지지 못한 납품업자에 대한 강력한 구매자 협상력으로 인하여 특히 대형마트의 전개방향인 기업형 슈퍼마켓과 관련하여 중소유통업자들과 강한 이해관계의 충돌을 일으킨다. 그러나 그 사회적 역할에 관한 논란에도 불구하고 대형마트에 대한 법률적 규제는 사회 대부분의 영역에서 규제가 있는 한국에서는 희귀하게 미미한 편이다. 이렇게 대형마트에 대한 논의가 법의 영역에서 멀어진 원인은 유통부분에 대한 한국의 규제가 유통업자의 이익을 대변할 세력이 형성되지 아니한 규제 공백상태에서 전통적으로 중소유통업자에 대한 보호를 우선하는 생산자 중심적 시각이 아닌 소비자의 경제적 이익을 우선하는 소비자 중심적 시각에 근 거를 두어왔고, 유통시장을 개방한 1996년 이후에는 이러한 시각이 더욱 확고해져 왔기 때문이다. 상대적인 규제공백상태에서 현실적으로 중소유통업자를 보호하기 위한 대형마트에 대한 규제로 존재하는 것은 독점금지 및 공정거래에 관한 법률에 의한 규제와 계획제한을 이용한 지방자치단체장의 재량행위로서의 건축허가이다. 하지만 독점금지 및 공정거래에 관한 법률에 의한 규제는 대형마트가 중소유통 업자에 대하여 가지는 경쟁력의 원천인 구매자 협상력이 대형마트의 다양한 지위에서 나오는 자연발생적 경쟁력에 가까워 그 범위가 납품업자에 대한 부당한 지위 남용에 그치는 한계를 가지며, 상대적으로 구매자 협상력이 강해질수록 이러한 지위남용에 대한 집행도 힘들어져 그 규제 실효성이 떨어진다. 또한 지난 10여 년간 대형마트에 대한 규제수단으로 암묵적으로 사용되어 왔던 계획제한에 기초한 재량적인 건축허가는 중립적인 규제성격상 중소유통업자에 대한 보호와 관련해 시간지연 이상의 의미를 가지기 어렵고 한국 대형마트의 전개방향이 기업형 슈퍼마켓으로 변하고 있는 현재의 방향에 비추어 향후 효과가 의심된다. 이러한 점에 비추어 한국에서 중소유통업자의 보호를 위한 목적의 대형마트에 대한 규제는 전체적 사회체계의 전환 없이는 그 실효성이 낮아 보인다.

A Study on the Strategies of European Retailers: The Tesco Experience

정월순 ( Wol Soon Chung ) 아시아.유럽미래학회 2009 유라시아연구 Vol.6 No.3

The purpose of this article is to identify the characteristics of a global strategy of European retailers, this study has researched the Tesco(U.K.) which is the relatively newcomer in internationalization but has succeeded by thorough globalization except basicpart. In this study the following features were identified. First, the initial internationalization is into Europe and other developed countries, but in recent years due to the limited growth of European retailers, remarkably extending to the Asia even though distance and culture differences. To learn the uniqueness of the Asian countries, testing the countries which have a relatively low operating cost and a easy surrounding of sales. Such an approach shows high country risk in many ways to European retailers in Asia Market. Second, it is the difference of entry way. Tesco has extended its branches by acquisition or merger of well-know local retailers at once. After entering the local market, it has been grown rapidly by taking over local retailers continuously. Meanwhile other European retailers, like Carrefour, founded a local subsidiary and established branches by themselves which is called self entry. Third, it is an entry type of business condition. Initial type of internationalization was a specialty store, having strong brand, for less risk. Then the large retail stores, handling food and etc, were getting more popular and had been branched out especially in Asia. However advancing in developed type for each business as well as large retail store, rapid globalization of retailing conducted since 1990, to fit the local. In the case of Tesco, late comer in overseas expansion, starting with Hungary in 1994 by large store then developing store type to fit the local and branched it out. Finally, it is a business strategy combining globalization with localization. Many global retailers prefer to use management system which is made in their country in overseas markets as the standardization. It is to maximizing advantage of standardization strategy. But there are many failed cases due to special circumstances such as customer`s behavior pattern and business custom which are difficult to overcome. So Tesco is taking a combination method, adapting the management system from head office as globalization and fitting the local market as a glocalization. The feature of the global management of European retailers such as Tesco teach us that global retailer`s management know-how from own country can`t be global standard. So retailers need to make use of the specialty, not to ignore the local environment. This research about the European retailers gives a big suggestion to Korean retailers. The Korean retailer also has advanced abroad as a large store since 1990, but not very exciting the status and its growth in overseas markets is a very dull state. Increasing branches is very important to retailer due to the economy of scale, through a chain, after overseas expansion. However Korean retailers are faced with difficulties competing with many global companies. To demonstrate this theory and research is needed constantly. Therefore, this study shall be an active catalyst for the research on overseas expansion of the retailers.

대ᆞ중소유통업체의 상생발전을 위한 지역사회 기여방안에 관한 연구

권민택 ( Kwon Min Taek ) 한국유통경영학회(구 한국유통정보학회) 2018 유통경영학회지 Vol.21 No.3

유통업체간 갈등은 많은 사회적 비용의 초래와 더불어 대형유통업체와 경쟁관계를 가지는 중소유통업체 사이의 상생 문제가 대두되었다. 본 연구는 대형유통 업체와 중소유통업체간의 갈등 이슈를 분석하고, 전북 전주시의 대 중소유통업체의 상생협력 사례를 분석해 보았다. 분석 결과, 첫째, 대형유통업체의 지역산품의 매입이 79.96%의 매우 낮은 수준이며, 대형유통업체내에 입주하는 임대매장 비율이 30%에 미치지 못하여 수수료매장을 임대매장으로 전환하는 노력이 있어야 한다. 둘째, 입주업체의 지역업체 비율은 74.9%이며, 이익의 지역환원 비율은 평균 0.07%로 아직은 미흡한 것으로 나타났다. 셋째, 지역인력의 고용비율은 98%이상을 유지하고 있어 상생협력 차원에서 바람직한 것으로 판단된다. 하지만 정규직의 경우에는 약 24%로 매우 낮아지는 것으로 나타났다. 넷째, 폐기물처리만 도내업체와 계약하는 경향을 보여 지역상생차원에서 지역업체와의 용역계약을 독려해야 할 것으로 여겨진다. 따라서 지역과의 밀착영영이나 상생을 위해서는 대형유통업체에서 지역산품 매입액을 증가시켜야 하며, 대형유통업체들이 부동산 임대업이라는 비난을 피하기 위해서라도 임대매장으로 전환이 절실하다. 또한 상생차원에서 대형유통업체내에 입주하는 지역업체 비율을 90%를 목표로 확대하는 대책이 필요하며, 대형유통업체 이익의 지역사회환원비율을 0.2%로 높일 수 있도록 강력한 대책을 강구해야 한다. 경쟁력을 잃고 있는 지역의 중소유통점을 위해 지자체의 지원과 대형유통업체의 상생협력 의지가 함께 한다면 지역업체의 공생과 경쟁력 향상에 큰 도움이 될 수 있는 것으로 기대된다. Conflicts among retailers have led to enormous social costs. Additionally, now it has become an inescapable issue how two retailer groups, namely large retailers and small and medium retailers can grow together. This study analyzed the issues on conflicts between two retailer groups and also investigated the cases of their cooperative development in Jeonju-city. The result is as follows: First, large retailers' purchases of local products are very low in size, so it is necessary for them to increase their purchases of products produced from Jeonbuk for region-oriented management and co-existence. Second, as the proportion of area for leased stores in large retailers is less than 30%, greater efforts should be made to change fee-charged stores into leased stores. Third, it is necessary to take actions to expand the ratio of local companies in large retailers to 90%, the target level. Fourth, through strong actions, the ratio of large retailers' profits returned to the local community should be raised to 0.2%. Fifth, desirably, the employment rate of local workers is maintained over 98%fromthe perspective of mutually cooperative development. However, in the case of full-time workers except temporary and partner workers, the employment rate of local workers remains at the poor level of about 24%. Sixth, large retailers tend to contract with companies of the Jeonbuk region only for waste disposal. So, it is necessary to encourage them to increase contracts with local companies in terms of local co-development. It is expected that the support of the local government and the willingness of cooperation of large retailers for small and medium-sized retailers in the locals that are losing competitiveness will contribute greatly to the co-existence and competitiveness of local companies.

대형유통점과 중소유통점 간의 상생협력

임영균(Young Kyun Lim) 한국유통학회 2007 流通硏究 Vol.12 No.5

1996년 유통시장 개방 이후 대형유통점의 급성장에 의해 중소유통점의 생존이 계속 위협 받고 있다. 대형유통점이 대도시에 이어 지방중소도시로 확대되면서 중소유통점과 대형유통점간의 갈등이 확산되고 있다. 대형유통점의 강력한 파워에 직면하여 중소유통점은 정부와 지자체에 중소유통점에 대한 지원 강화와 대형유통점에 대한 규제 강화를 요구하고 있다. 반면, 대형유통점은 오히려 자신에 대한 차별적 규제를 완화할 것을 요구하고 있다. 본 연구는 대형유통점과 중소유통점 간의 갈등 이슈를 비판적으로 분석하고 이를 해결하기 위한 여러 정책대안을 검토하여 합리적인 방안을 제시하는데 목적이 있다. 본 연구는 갈등해결과 상생협력의 가장 합리적인 방안을 중소유통점의 경쟁력 강화를 위한 정부와 지자체의 지원 강화와 개별 중소유통점의 경영혁신 노력과 중소유통점간의 연대노력에서 찾고 있다. 또한 정부와 지자체에 의한 대형유통점에 대한 규제는 지역사회에 미치는 영향을 다면적이고 장기적인 평가에 근거하여 신중하게 이루어져야 하는 것으로 보고 있다. The survival of small and medium retailers in Korea is continuously threatened by the rapid growth of large retailers since the opening of the retail market in 1996. As large retailers expand their markets from large cities to rural and small town communities, conflict between large retailers and small and medium retailers is enormously increasing. Facing the destructive power of large retailers, small and medium retailers now demand the governmental and local agencies the enhancement of supports for their survival and the enforcement of regulations on large retailers. On the other hand, large retailers require the deregulation of discriminative rules and policies against them. The purpose of this study is to review critically the conflict issues between large retailers and small and medium retailers and to suggest the reasonable governmental policies for handling conflicts and inducing collaborations. It is recommended that the governmental and local agencies' efforts should not focus on the regulative policies against the large-sclae retailers but on the supports for the self-enhancement of competitive strengths of the small and medium retailers. This study also recommends that the regulations should be provided carefully on the basis of multi-facet and longitudinal evaluations of the large retailers' impacts on local communities.

Consumer Awareness and Evaluation of Retailers' Social Responsibility

Min-Young Lee,Vanessa P,Jackson 한국마케팅과학회 2010 마케팅과학연구 Vol.20 No.1

Corporate social responsibility has become a very important issue for researchers (Greenfield, 2004; Maignan & Ralston, 2002; McWilliams et aI., 2006; Pearce & Doh 2005), and many consider it neces alY for businesses to define their role in society and apply ocial and ethical standards to their businesses (Lichtenstein et aI., 2004). As a result, a significant number of retailers have adopted CSR as a strategic tool to promote their businesses. To this end, this study sought to discover U.S. consumers' attitudes and behavior in ethical purchasing and consumption based on their subjective perception and evaluation of a retailer. The objectives of this study include: I) determine the participants awareness of retailers corporate social responsibility; 2) assess how p3l1icipants evaluate retailers corporate social responsibility; 3) examine whether pm1icipants evaluation process of retailers CSR influence their attitude toward the retailer; and 4) assess if pal1icipants attitude toward the retailers CSR influence their purchase behavior. This study does not focus on actual retailers' CSR perfonnance because a consumer's decision making process is based on an individual assessment not an actual fact. This study examines US college students' awareness and evaluations of retailers' corporate social responsibility (CSR). Fifty six college students at a major Southeastem university participated in the study. The age of the participants ranged from 18 to 26 years old. Content analysis was conducted with open coding and focused coding. Over 100 single-spaced pages of written responses were collected and analyzed. Two steps of coding (i.e., open coding and focused coding) were conducted (Esterberg, 2002). Coding results and analytic memos were used to understand participants' awareness of CSR and their ethical purchasing behavior supported through the selection andinclusion of direct quotes that were extracted from the W1itten responses. Names used here are pseudonyms to protect confidentiality of participants. P3I1icipants were asked to W1'ite about retailers, their aware- ness of CSR Issues, and to evaluate a retailer's CSR perfonnance. A majority (n = 28) of respondents indicated their awareness of CSR but have not felt the need to act on this issue. Few (n=8) indicated that they are aware of this issue but not greatly concemed. Findings sggest that when college students evaluate re-tailers' CSR performnce, theuse three dmensions of CSR: employee support, communitsupport, and environmental support Employee treatment and support were found as an important criterion in evaluation of retailers' CSR. Respondents indicated that their good experience with a retailer as an employee made them have a positive perception and attitude toward the retailer. Regarding employee supp0l1 four themes emerged: employee rewards and incentives based on performance, working cnviromnent, employee education and training program, and employee and family discounts. Well organized rewards and incentives were mentioned as an important attribute. The factors related to the working environment included: how well retailers follow the mles related to working hours, lunch time and breaks was also one of the most mentioned attributes. Regarding community support, three themes emerged: contributing a percentage of sales to the local community, financial contribution to charity organizations, and events for community support. Regarding environments, two themes emerged: recycling and selling organic or green products. It was mentioned in the responses that retailers are hying to do what they can to be enviromnentally friendly. One respondent mentioned that the company is creating stores that have an environmentally friendly design. Infonnation about what the company does to help the environment can easily be found on the company's website as well.

소매점의 입지특성과 점두판촉이 소매점성과에 미치는 영향

이성근(Sung-Keun Yi),최지호(Ji ho Choi) 한국유통학회 2005 流通硏究 Vol.10 No.1

본 연구는 우리나라 통신서비스 소매점의 성과에 미치는 영향요인을 규명하는데 있다. 선행연구들이 소매점의 선택에 영향을 미치는 요인들을 규범적으로 제시하고, 그 요인들이 어떻게 분류되고, 성과에 미치는 영향을 주로 소비자들의 점포선택과 충성도라는 측면에서 진행되어 왔다면, 소매점의 입지환경을 관찰에 의하여 측정하고, 다시 관찰된 소매점의 성과인 방문고객의 수와 관련하여 연구하였다는 점에서 선행연구와 큰 차이가 있다. 소매점의 성과에 미치는 변수로서는 선행연구 결과와 앞서 언급한 우리나라 통신서비스 소매점의 특성을 고려하여 유동인구, 소매점 시계성, 경쟁점포의 수, 점포의 크기, 가판대 설치, 판촉 행사라는 6개의 변수를 선정하여, 이들 변수들이 소매점의 성과라 할 수 있는 소매점 방문고객의 수에 어떻게 영향을 주는 가를 분석하였다. 소매입지 요인과 점두마케팅 요인 중 어떠한 요인들이 소매점의 성과에 영향을 줄것인가를 분석한 결과, 점두유동인구, 점포 시계성, 점포의 크기는 5%의 유의 수준에서 소매점의 방문고객의 수에 긍정적인 영향을 주는 것으로, 가판대설치, 판촉행사는 10%의 유의수준에서 긍정적인 영향을 주는 것으로 나타났으나, 경쟁점포의 수는 영향을 주지 않는 것으로 확인되었다. 끝으로 이러한 결과의 이론적 및 실무적 시사점이 논의되고, 연구의 한계점과 미래의 연구방향이 제시되었다. The purpose of this research is to find out what factors have an effect on the retailer's performance. Most of the former researches in the similar fields performed their study based on the customers reasons for revisiting or store loyalty. But this research has been done not based on the customer but based on the retailers. It means that the data was collected from individual retailer. Considering the former research and characteristics of the franchisee retailers, size of temporal population around the retailers, visibility of the retailer, competition situation, out-door promotion, street shelf, size of the retailer were selected as factors affecting on the retailers performance. As a performance variable, number of visitors happened to observation period. Data collection was performed through the observation of the retail circumstance and interview with the retailers owner. As meaningful variables affecting on the retailers performance, size of temporal population around the retailers, visibility of the retailer were found in the 5% significance level, and out-door promotion, street shelf, size of the retailer in the 10% significance level, whereas competition situation did not have effect on retailers performance. Finally, we discuss several theoretical and practical implications, and suggest limitations for the research and future research issue.

유통 업태별 고객보상프로그램 실태 조사

박민정 ( Min Jung Park ),정소진 ( So Jin Jung ) 한국의류산업학회 2011 한국의류산업학회지 Vol.13 No.2

The purpose of the study was to investigate customer loyalty programs of diverse types of retailers. As offline retailers, department store and discount store retailers were examined, and as nonstore retailers, online store and TV home shopping retailers were investigated. Types of customer loyalty programs were analyzed based on Dowling and Uncles`(1997) loyalty program framework which included two schemes, types of reward(direct versus indirect rewards) and timing of reward(immediate versus delayed rewards). The study found that different types of retailers utilized different types of loyalty programs: Department store used all the type of rewards, discount store focused on direct/immediate rewards, online store retailers used direct/delayed rewards and/or direct/immediate rewards, and TV home shopping retailers focused on direct/delayed rewards. The study provided diverse managerial and academic implications.

小賣商人의 意識構造에 관한 硏究 : 특히 大棗市場商人을 중심으로

鄭光源 상명대학교 경영연구소 1995 경영학연구 Vol.- No.3

The purpose of this study is to review the present responses of the self-consciousness of retailers who are managing store in Dae-gio market, Eun Pyoung district in order to find out the self-consciousness of different individuals reacting in different ways to identical situations and to search for a new entrepreneurialship of retailers. For this study the researcher drew up 15 items for questions concerning entrepreneurial characteristics, psychology, and knowledge and technical skills. As survey areas, the researcher chose Dae-gio market, Eun Pyoung. seoul district and 72 interviewees responded to the interview. The outcome and discussion which the researcher found are the following: 1. On the whole, the interviewees who are retailers managing stores in Dae-gio market have showed positive responses on the self-consciousness. 2. The intensities of individual characteristics to their working behavior are differed according to the individuals as they have brought different entrepreurial characteristics to the job. 3. The individual characteristics of the interviewees have showed relatively positive response levels on the factors such as decision making, business planning, customer requirements, personal relations, hard working, attainment of objectives, realistic sense, know-how about treating goods, inventory management and service on goods. 4. However, the factors of individual characteristics of the interviewees have showed negative responses on theoretical knowledge, seizing opportunities, accomplishment of worthwhile and challenging tasks, sales technics and personnel management as a professional entrepreneur. 5. Especially, the researcher has found the responses of the self-consciousness of retailers have showed positive levels when they have recognized the self-consciousness factors have a significant impact on their actual business and living. In view of this, this researcher present the following as the conclusion of this study: 1. As every retailer has different traits and characteristics which are shaped over a person's lifetime, every retailer's reponses of self-consciousness are different according to his home and social life, and the activities of business. 2. The response levels of retailer's self-consciousness are positively expressed on their realistic business activities. On the contrary, these are negatively expressed on the accomplishment of worthwhile and challenging business activities. 3. The entrepreneurial characteristics have also played a leading role in the business process of retailers. Therefore, it is desirable for the retailers to recognize individual differents on the behavior responses, and these individual characteristics affect a person's affiliation with the business, and the effectiveness of business performance. 4. Therefore, it is required for the retailers to be educated as a professional entrepreneur. 5. More than anything else, in the self-consciousness of retailers, the emphasis should be placed upon the increase of retailer's inner willingness of contribution for the accomplishment of worthwhile and challenging works, and inner drive for making their dreams come true throung their business with pride and social recognition.