The Journal of Small Business Innovation (기업가정신과 벤처연구)

The Korean Association of Small Business studies (한국중소기업학회)
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An Exploratory Empirical Study on Shopping Choice in Retail Channels by the Selective Characteristics of Foods

상품 선택 특성에 따른 쇼핑채널 선택에 관한 연구: 식품 MD를 중심으로

  • 하광옥 (중앙대학교 대학원 경제학과) ;
  • 이정희 (중앙대학교 경제학부)
  • Received : 2016.12.13
  • Accepted : 2017.02.10
  • Published : 2017.03.31
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Abstract

The purpose of this study is to obtain the implications for establishing a marketing strategy for retailers by analyzing whether the consumer's preference for products (food) is influenced by on-line, off-line, and omni-channel preferences. The research model consisted of the effects of consumers' food selection characteristics on business preference and omni channel preference. The results of analysis based on 477 questionnaires are summarized as follows. First, food purchasing characteristics that utilize the seven characteristics of (1) freshness of food, (2) taste, (3) quality and safety, (4) tasting, (5) food function and information, (6) country of origin, and (7) brand loyalty, has various effects on types of business preference, omni-channel preference. The adopted hypotheses were selected in order of brand loyalty (5 times), freshness (3 times), tasting (3 times), and origin (1 time). The selective attributes on foods are: (1) what kind of brand, (2) how good the freshness is, (3) tasting. (4) The country of origin is to be compressed. Actually consumers seem to utilize only the core selective factors that are appropriate to the characteristics of the distribution channel rather than all of them in the shopping of the food, and there is three characteristics on Convenience Store and only one or two factors in the other types of business. Second, in the analysis of the omni-channel preference analysis, food selection characteristics has been shown to have a limited effect, which is attributed to the fact that the consumer has not yet understood the concept of omni channel. Third, the results of this study suggest that there is a need to reflect the selection characteristics of foods that have diverse influences by business type in the marketing strategies. Because consumers make reasonable consumption to use both on-line and off-line simultaneously, consumers who use Omni Channel focus on quality and safety of food, identify products through tasting, pursue brands that can trust anywhere. Customers who pursue rationality will have a high preference for using Omni Channel. Product choice characteristic has significant effect on omni-channel preference. For a few years, omni-channel strategy of retailers meets with a difficulty. This study make a first attempt to study omni-channel preference changing retailing paradigm.

본 연구의 목적은 소비자의 쇼핑 시 소비자의 상품(식품) 선택 특성이 온, 오프라인의 업태별 선호도와 옴니채널 선호도에 영향을 미치는가를 분석하여 유통업체의 마케팅 전략 수립에 시사점을 얻기 위함이다. 연구모형은 소비자의 식품 선택 특성이 각각 업태별 선호도와 옴니채널 선호도에 미치는 영향으로 구성 되었다. 총 477부의 설문조사를 토대로 분석한 결과를 요약하면 다음과 같다. 첫째, (1) 식품의 선도, (2) 맛, (3) 품질, 안전, (4) 시식시음, (5) 식품의 기능 및 정보, (6) 원산지, (7) 브랜드 충성도의 7가지 특성을 활용한 식품 구매 특성은 업태별로 다양하게 영향을 미치는 것으로 나타났다. 채택된 가설은 브랜드 충성도(5회), 선도(3회), 시식 시음(3회), 원산지(1회) 순으로 선정이 된 것으로 보아 식품의 선택요인은 (1) 어떤 브랜드 인가, (2) 얼마나 선도가 좋은가, (3) 시식 시음으로 먹어보고 구입 한다, (4) 원산지는 확인 한다 로 압축이 되며 실제 소비자가 식품 쇼핑 시에도 7가지를 모두 활용 한다기보다는 업태별 특성에 맞는 핵심적인 선택 요인만 활용하는 것으로 보여진다. 편의점은 3개 요인이 영향을 미치고 나머지 업태는 1~2요인만 영향을 미치는 것으로 분석되었다. 둘째, 옴니채널 선호도 분석에 있어서 식품의 선택 특성이 제한적으로 영향을 미치는 것으로 나왔으며 이는 옴니채널의 개념을 소비자가 아직 명확하게 이해하지 못하는 것에 기인한다고 보여진다. 셋째, 본 연구의 분석결과는 업태 별로 다양한 영향을 미치는 식품의 선택 특성을 업태별 마케팅 전략에 반영을 할 필요성이 있다는 점과 옴니채널 이용 소비자는 식품의 품질 및 안전을 중시하고 시식을 통해 상품을 확인하고, 어느 곳에서도 신뢰를 할 수 있는 브랜드를 추구하여 온 오프라인을 동시에 이용하는 합리적인 소비를 하기 때문에 옴니채널은 합리성을 추구하는 고객이 선호도가 높을 것이라는 시사점을 제공한다. 향후 유통업의 옴니체널 전략은 많은 어려움이 예상되며, 본 연구는 유통의 패러다임을 바꾸게 되는 옴니채널을 식품의 선택특성을 활용하여 처음으로 연구를 시도한 것에 의의가 있다.

Keywords

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