Purchase Behavior and Satisfaction Levels of Wholesale Discount Store Customers

대형할인매장 이용 소비자의 구매행태 및 만족수준

The purpose of this study was to find the purchase behavior and satisfaction levels of wholesale discount store customers. Three hundred and eighty housewives who had buying experiences from wholesale discount stores at Gunpo city, Kyeonggi province were selected. The questionnaire survey method was conducted during August 3 to August 9, 2000. The major findings were as follows ; First, the major customers using wholesale discount store were found to be age over thirties and they bought food, such as vegetables and processed food stuffs. They visited wholesale discount store once or twice a week and spent $10{\sim}50$ thousand won each purchasing. Second, most customers evaluated positively wholesale discount store, on the other hand they experienced compulsive buying or had the desire for it. Third, though they visited wholesale discount store because of lower price than other stores, they didn't agree that they were saving money through using wholesale discount store. Forth, housewife-customers' satisfaction level about whole sale discount store was not so high. Among the factors suggested, they were satisfied comparatively with the comfortable counter atmosphere and parking lot, and were dissatisfied comparatively with the long waiting time at cashier.