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A Study on VMD for Development of Traditional Markets: Focused on Korean Clothes Shops

  • Lee, Lang-Ju
    • The Journal of Distribution Science
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    • v.10 no.1
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    • pp.11-22
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    • 2012
  • The traditional market in the nation was forced to decrease greatly users as well as sales because of opening of all of the markets, Internet shopping mall, home shopping and other new types of marketing businesses to lose market functions remarkably. Therefore, the Agency for Traditional Market Administration of Small & Medium Business Administration made efforts to develop traditional market, for instance, modernization of the facilities to improve physical environment, and improvement of each shop by using VMD, and so on. The purpose of the study was to examine efficiency of VMD shops for development of traditional market by the Agency for Traditional Market Administration and effects of VMD upon sales of each shop, and to help establish VMD strategies for customer satisfactions as well as visual environment of traditional market. The author visited five shops at Busan Jin Market, special market of articles for wedding ceremony that joined VMD shop guide of traditional market, and taught VMD on-the-spot and investigated it. Questionnaire of Agency for Traditional Market Administration was used to interview shop owners, shopkeepers and consumers, etc and to examine factors of changes of sales and customers' satisfactions before and after VMD. The purpose of the study was to investigate effects and satisfactions of increase of the sales of VMD shop guide that the government promoted to develop traditional market so far. Therefore, the author investigated VMD presentation, increase of the sales before and after VMD presentation, increase of number of customers, and satisfactions, etc of Korean clothes shops that joined improvement of VMD shop guide of traditional market of the government in 2010. The author investigated effects of the sales, increase of customers and satisfactions, etc by case study and empirical analysis, and she presented user-oriented VMD presentation techniques of traditional market and suggested improvement. After applying VMD, the shops could increase sales more than 20 percent in average, and satisfaction of VMD presentation was more than 88 points or more to be very much high. This study suggested VMD strategies and presentation of traditional market to give consumers affirmative visual images and to develop traditional market.

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The Need for Updating the Survey Population of Traditional Market (전통시장 모집단 현행화의 필요성)

  • Lee, Chul-Sung;Kim, Young-Ki;Kim, Seung-Hee
    • The Journal of Distribution Science
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    • v.17 no.4
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    • pp.77-85
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    • 2019
  • Purpose - Statistics of Traditional Market is the only source of information on traditional markets, shopping street, and underground shopping street. The government conducts a survey of traditional market conditions every year to look at the current status of traditional markets and provide effective support. Therefore, this study examines the necessity and validity of updating about the Survey Population of Traditional Market Research design, data, and methodology - This study investigated the necessity of updating about the Survey Population of Traditional Market through literature review. Therefore this study examined the necessity of the current population based on the review of the population related to the sample design, methods, and the sampling frame. Next, we examined the change patterns of the population and the sample by dividing the population and sample of the current survey of the traditional market survey into the market unit, the store unit within the market, and finally the individual store unit. Results - As a result, the population of traditional market changes about 4~6%. Next, the analysis of the store unit in the market shows that the number of stores is very variable even though the market is continuously included in the survey target. Finally, as a result of examining the characteristics of individual stores, the stores with less than one year were more than 6% of the total surveyed stores based on the traditional market. These results are generally inconsistent with the idea that stores in traditional markets will operate for a long time in one place. Next, we proposed the establishment of a management system, applying Citizen Generated Data, and circulation survey. Additionally, this study proposes to change the stratification variables at the regional level rather than the market unit. Conclusions - Therefore, in this study, it is suggested that a current population of traditional market is needed updating, and that a population survey should be updated at least four years. In addition, a system for investigating traditional markets and districts was established and a circulation survey was proposed for efficient use of budgets. Based on these research results and policy suggestions, the future research directions are suggested.

The Effect of Marketing Communication and Store Loyalty in Traditional Markets: Focusing on Shopping Value and Shopping Experience (마케팅 커뮤니케이션이 점포 충성도에 미치는 영향: 쇼핑가치와 전통시장 이용경험을 중심으로)

  • Song, Mu-Yeung;Yang, Hoe-Chang
    • The Journal of Distribution Science
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    • v.10 no.11
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    • pp.71-77
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    • 2012
  • Purpose - This study examined marketing communication in traditional markets by assessing consumers demonstrating brand loyalty through repeat purchases despite active marketing by competing brands hence, showing that the brand did not lose customers owing to communication. Specifically, this study examined the effects of marketing communication factors in traditional markets upon consumers' store loyalty and to determine consumers' practical and hedonic values, as moderating variables. Moreover, this study determined that both experienced and inexperienced consumers in traditional markets could similarly assess the market and examined the outcome of traditional market development as well as future strategies. Research design, data, methodology - To verify the relationship between marketing communication and store loyalty, and the moderating effects of shopping value, data were collected from 230 consumers in the Gyeonggi Province to test the theoretical model and its hypotheses. Although the field of distribution management typically uses two research methodologies, this study was conducted using empirical methodology. Specifically, analysis of variance and hierarchical regression analysis were used to test the hypotheses. Results - Consumers who had experienced the traditional market placed a greater emphasis on the physical environment or word-of-mouth marketing. Moreover, other factors apart from advertising had a significantly positive influence upon marketing communication sub-factors and store loyalty. Word-of-mouth marketing was found to be more important than other factors, therefore affirmative word-of-mouth marketing was considered important from various viewpoints. The study investigated the moderating effects of hedonic value and practical use value in the relationship between marketing communication sub-factors and store loyalty: The negative influence of publicity, physical environment, and word-of-mouth marketing was considered to be statistically significant. Conclusions - Consumers who made use of the traditional market did not think of the physical environment in an affirmative way, and consumers who did not make use of the traditional market perceived it as having a poor physical environment. However, consumers who engaged in word-of-mouth marketing experienced the traditional market in an affirmative way. Consumers who made use of the traditional market had significantly high hedonic value and/or practical use value, therefore future strategies should encourage consumers to make more use of the traditional market. Consumers who had experienced the traditional market demonstrated strong market loyalty. For consumers who did not make use of the traditional market, marketing communication was likely to influence store loyalty in a different manner from a practical perspective. In other words, marketing communication was needed to develop the traditional market, and consumers who did not make use of the traditional market should be given the opportunity to do so. Consumers having low hedonic values experienced high publicity to have high store loyalty, and consumers who experienced good facilities of the traditional market had high store loyalty (Nam & Jun, 2011). Consumers with low hedonic values as well as those with high hedonic values on the traditional market could have high store loyalty through affirmative word-of-mouth marketing.Therefore, various types of events and strategies were needed to enable consumers to experience the traditional market in an affirmative way.

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The Analysis of the Factors in Customer Trust and Revisit Decision in Traditional Market (전통시장 방문요인과 고객신뢰간의 관계분석 및 재방문 결정의 관계에 관한 연구)

  • Kim, Pan-Jin
    • The Journal of Industrial Distribution & Business
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    • v.8 no.7
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    • pp.71-81
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    • 2017
  • Purpose - The purpose of this study is to investigate the relationship between customer trust and intention to return to the traditional market by using empirical analysis. Research design, data, and methodology - For the empirical analysis of this study, questionnaires were conducted for adults and over 20s. A total of 200 questionnaires were distributed to consumers with experience in traditional markets, and 163 of them were used for empirical analysis. In order to analyze the relationship between customer trust and return visit intention by consumers visiting the traditional market, variables were selected through 10 constructive concepts and revised based on previous studies. The SPSS for win 18.0 was used for data analysis. Results - In order to clarify the relationship between consumer's visit to traditional market and customer's trust, it was found that the tolerance values of both the visiting factors and the consumers' perceptions of traditional markets were higher than .01. In the relationship between visitor's visit to traditional market and customer's trust, price was positively related to customer trust at 0.1% level. Image, product quality and freshness of traditional market were 5% Positive effects were found. These results show that consumers who visit traditional markets gain customer's trust in price, image, product quality and reliability of traditional market. Conclusions - In this study, the results of this study are as follows: First, the effect of customer trust on customer satisfaction is affected by the image (emotion) consumers feel about traditional market, the trust level about the price of goods offered by the market, The confidence level of freshness, the reliability of consumers' connection with the local economy, the consumer's traditional marketplace, and the level of awareness of the service (kindness) of the variables on the independent variables. As a result of the analysis, it was found that among the influence variables of customer trust used in this study, consumers had a high level of confidence about the price of commodities offered by the market, quality of goods, and freshness, The same relationship, market environment such as hygiene or cleanliness, connection with a local economy, service (kindness) of traditional market did not affect consumers' trust in traditional markets.

A Study on the Revitalization of Traditional Liquor Distribution: Focus on Social Enterprises

  • Choi, In-Sik;Lee, Sang-Youn
    • The Journal of Distribution Science
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    • v.11 no.2
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    • pp.11-21
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    • 2013
  • Purpose - The purpose of the study is to promote the adoption of traditional liquor product contents in order to revitalize the market and to increase consumer awareness of traditional liquor. Research design, data, methodology - In this study, the 4P relationship model was evaluated that included the self-supporting business of traditional liquor, continuous business, diversification of the types of the liquor, and discovery of preliminary social enterprises for the distribution of the liquor. Results - The study suggested a 4P relationship model that consisted of traditional liquor as the product, traditional market as the place, promotion within traditional market, and payment of labor costs. In other words, selection of the traditional liquor product, place, rental supports, distribution and delivery strategies, operations, public relations and training, foundation of social enterprises, and discussion between departments. Conclusions - The central government, local governments, and merchants (the market association) should actively cooperate with each other to revitalize the market for traditional liquor. Social enterprises that rely on a non-profit business model are likely to revitalize the traditional liquor market.

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Effects of Perceived Benefits and Costs of Traditional Market Support on Relationship Quality and Support (전통시장 지원에 대한 지각된 혜택과 비용이 관계품질과 지지에 미치는 영향)

  • Seo, Jung-Suk;Yang, Jaejang;Lee, Yong-Ki
    • The Journal of Distribution Science
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    • v.12 no.12
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    • pp.43-54
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    • 2014
  • Purpose - This study examines how perceived benefits and costs of traditional market support affect relationship quality and support for a marketeer. In addition, it investigates whether support for traditional market aid programs leads to support for the government. The author developed a structural model comprising several variables, in which perceived benefits and costs comprising economic, social, and environmental costs were proposed, to affect the relationship quality (satisfaction and trust) of traditional market aid programs and the government. Consequently, marketeers satisfied and trusted by traditional market aid programs and the government would support the traditional market aid program, resulting in higher support for the government. The model proposed that customer satisfaction would improve customer loyalty and business performance. Thus, the relationship quality (satisfaction and trust) of the traditional market aid program and government was proposed as a core mediating variable between perceived benefits and costs and support. Research design, data, and methodology - To analyze the proposed model, this study investigates the scenario with a traditional marketeer. Data were collected from 331 respondents, and analyzed with SPSS/PC 18.0 and AMOS 18.0. To test the unidimensionality and nomological validity of the measures of each construct, we employed a scale refinement procedure. The result of the reliability test with Cronbach's and confirmatory factor analysis warranted unidimensionality of the measures for each construct. In addition, nomological validity of the measures was warranted from the result of correlation analysis. Results - First, perceived benefit affects the relationship quality of traditional market aid programs and government. Second, perceived costs affect the satisfaction of traditional market aid programs and government. Third, the relationship quality of a traditional market aid program affects the support of a traditional market aid program, and the relationship quality of government affects the support of government. Finally, the support of traditional market aid program affects support of government. The results confirm the findings of previous studies that local development positively influences support, based on the social exchange theory. Conclusions - The theoretical and managerial contributions of this study are as follows. First, it is the first such study, and defines mediating variables, analyzing relationship quality (satisfaction and trust) between perceived benefits and costs and support for the traditional market industry. Further, it investigates the structural relationships between them with the AMOS program. Second, while most previous studies investigating the relationship between similar variables and those of the present study analyzed how perceived benefits and costs influenced support, this study identified the transfer relationship between the support for traditional market programs and support for the government. This study confirms that support for traditional market aid program increases support for the government. Therefore, government policy makers for traditional market aid programs should explain to marketeers the benefits and costs of traditional market development in terms of economic, social, and environmental factors. At the end, limitations, further research directions, and implications are suggested.

The Effects of Traditional Market Support Projects and Competition Intensity of Stores on Store Sales and Number of Visitors (전통시장 지원사업과 경쟁 강도가 점포매출액과 방문고객 수에 미치는 영향)

  • Lee, Chul-Sung
    • The Journal of Distribution Science
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    • v.17 no.3
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    • pp.97-105
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    • 2019
  • Purpose - The purpose of this study is to investigate the effect of the government support project on traditional market and the interaction effect between the government support project and the competition intensity. Therefore, this study focuses on the competition intensity of individual stores in traditional markets, unlike the traditional research flow, which is beyond the competitive structure of traditional markets and large retailers. Research design, data, and methodology - This study is based on the data of 'Statistics of Traditional Market in 2017'. In this study, a multiple regression equation was constructed using the number of government support projects as an independent variable, competition intensity as an interaction, and sales per store, number of customers per store as a dependent variable for analysis. A multiple regression equation was constructed for the main effect analysis. To investigate the effect of the interaction, cohen(1980)'s regression equation and two-way ANOVA were used. Results - First, according to this study, the traditional market participated in the government support project showed that the sales and the number of visitors per store in the traditional market were higher than those in the non-participation market. Second, the impact of government support projects on sales per store(also number of visiting customers per store) can be different depending on the competition intensity. More specifically, if the market is politically supported by a market with a high level of competition, it may be more effective than the market with no support. Conclusions - Based on the results of the study, we suggested academic and practical implications and suggested that competition intensity of stores in the traditional market should be considered in the future. The implications of this study are as follows. First, the effects of the government's traditional market support project were analyzed empirically. Second, this study is different from the previous studies in that it examined the competitive strengths and the effects of individual stores in traditional markets, away from competition between traditional market and large retailers. Third, it provided practical implications for the operation of government support projects.

Comparative Study on the Traditional Market with the Department Store for Placeness Analysis - Focusing on Namdaemun Market Area - (재래시장 장소성 해석을 위한 백화점과의 비교연구 - 남대문상권을 중심으로 -)

  • Kim, In-Sook;Kim, Young-Ook
    • Journal of the Architectural Institute of Korea Planning & Design
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    • v.34 no.12
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    • pp.21-30
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    • 2018
  • The traditional market has formed for itself through a long time thus has special value of the place. The tangible value of the traditional market is high, however, it became jeopardized to be dismantled since it can not cope with the consumption environment of modern society. Modern industrial society provides an inefficiently and standardized solution to the traditional market by ignoring the identity of place only by the value the traditional market in the law of large distribution industry. This study aims to define the placeness of Namdaemun traditional market by considering tangible value of place. The identity of the place was analyzed as a spatial configuration, space organization, and sense of place through the place's physical setting, activities, and meanings by Edward Ralph. Based on the analysis by Ralph, we analyzed the traditional market and compare to the department store, which is the representative of large scale distributor, using comparative method. We performed quantitative and integrative analysis for the placeness and provide a way to appraise the worth of the traditional market by deviating from the traditional evaluation method.

The Perception on the Efficiency of the Internet Market and the Traditional Market - Focused in Women Consumers in their 20s ~ 30s - (인터넷 시장과 기존 시장의 효율성에 대한 소비자의 인지 - 20~30대 여성소비자를 중심으로 -)

  • 남수정;김기옥
    • Journal of the Korean Home Economics Association
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    • v.40 no.12
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    • pp.199-216
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    • 2002
  • The purpose of this research is to study the efficiency of the Internet market, not provided to consumers by the existing traditional market. This research examines whether consumers properly understand the efficiency of the Internet market. The result from consumers perception on the efficiencies in the two market are as follows. First, consumers perceived the traditional market as having more product alternatives compared to the Internet market. Second, consumers perceived that the Internet market was more efficient in price dispersion and price change Third, the Internet market was considered more efficient in searching and travel time, and in the search cost. Finally, the traditional market was considered as a better provider of the information about product function, feature, reality, usage and service compared to the Internet market. On the contrary, the Internet market turned out to be more effective in providing product information, price information and trading information compared to the traditional market. Therefore consumers perceived the traditional market of having more information.

The Situation Analysis of Fashion Retail Store According to Attributes of Visual Store Environment in Korean Traditional Market (재래시장의 시각적 점포환경 속성에 따른 재래시장 패션점포의 현황분석)

  • Park, Hyun-Hee;Jeon, Jung-Ok
    • Journal of the Korean Home Economics Association
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    • v.46 no.6
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    • pp.1-11
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    • 2008
  • The purpose of this study is to find the component factors and attributes of visual store environment and to suggest visual merchandising strategies which fit for fashion retail store in Korean traditional market. For the study, observation and in-depth interview were executed for consumers who had purchase experiences at Korean traditional market in city area. The results were as follows. First, the component factors of visual store environment for Korean traditional market were external factor, internal factor, and structural factor. Second, the attributes of visual store environment in Korean traditional market were approach convenience, cleanness, attractiveness, publicity, efficiency, and informativeness. On the basis of these six attributes, real states of fashion retail store in Korean traditional market were analyzed. This study has a meaning in confirming the possibility of differential approach method on the basis of the attributes of visual store environment in Korean traditional market.