Journal of Digital Convergence (디지털융복합연구)

The Society of Digital Policy and Management (한국디지털정책학회)
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A Study on the Lunch Box Promotion of Convenience Store by Commercial Areas

상권별 편의점 도시락 판매 전략에 관한 연구

  • Choi, Sung-WooK (Department of Management Information Systems, Samhyook University) ;
  • Shin, Yong Jae (Department of Management Information Systems, Samhyook University)
  • 최성욱 (삼육대학교 경영정보학과) ;
  • 신용재 (삼육대학교 경영정보학과)
  • Received : 2019.03.18
  • Accepted : 2019.06.20
  • Published : 2019.06.28
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Abstract

In order to establish a sales strategy for convenience store lunches, this study conducted analysis using association rules based on POS data obtained from convenience stores located in four commercial districts. For this purpose, the data used in the analysis were divided into the time zones from 6:00 am to 8:00 pm, 17:00 pm to 19:00 pm, and the convenience stores according to the commercial areas. As a result of the analysis, it was found that products that were sold together with a lunch box were mainly made of products that could be eaten together with lunch such as milk, beverage, and cotton. However, it was confirmed that there were differences in the types and numbers of the products that were sold together with the lunch boxes of the morning time and the afternoon hours for the other products. These results and approaches are expected to contribute to finding and responding to the needs for goods and services that change as well as convenience stores as well as sociocultural changes.

본 연구는 편의점 도시락 판매 전략을 수립하기 위하여 4개의 상권에 위치한 편의점에서 획득된 POS 자료를 바탕으로 연관성규칙 방법을 이용하여 분석을 진행하였다. 이를 위해 분석에 사용된 자료를 도시락이 가장 많이 판매되는 시간대인 오전 6시부터 8시까지와 오후 17시부터 19시까지의 시간대별로 그리고 상권별편의점으로 구분하여 분석하였다. 분석 결과 일반적으로 도시락과 함께 판매되는 상품들을 유음료, 음료 그리고 면과 같이 도시락과 함께 식사할 수 있는 제품들이 주를 이루었고 이것들은 상권이나 시간대에 차이가 없이 판매되고 있었다. 반면, 이외의 상품들을 오전 시간대와 오후 시간대 그리고 편의점이 위치한 상권별로 도시락과 함께 판매되는 상품의 종류와 개수가 차이가 있음을 확인할 수 있었다. 이와 같은 결과와 접근 방법은 편의점뿐만 아니라 사회 문화적 변화에 따라 변화하는 상품이나 서비스의 수요를 특성을 발견하고 이에 대응하는데 기여할 수 있을 것으로 기대된다.

Keywords

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Fig. 1. Research process

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Fig. 2. Number of lunches sold per day

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Fig. 3. Time-to-Association rules

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Fig. 4. Morning(6~8)

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Fig. 5. Evening(17~19)

Table 1. Association rule reference index

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Table 2. Number of convenience store product sales and sales portion

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Table 3. Classification of goods

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Table 4. Sales by product category

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Table 5. Number and percentage of lunch boxes sold by time and trade

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Table 6. Number and sales of lunch boxes per day

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Table 8. Summary of Association Rules 2

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Table 7. Summary of Association Rules

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Table 9. Morning(6~8) Association Rules for all area

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Table 10. Evening(17~19) Association Rules for all area

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Table 11. Morning (6-8) Association Rules by tradeResidential area

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Table 12. Evening(17-19) Association Rules by tradeResidential area

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