대형마트의 쌀 판매 특성 분석

Abstract

This study uses a POS data to analyze how large discount stores sell rice. Specifically, we analyse how the prices and margins are determined across stores and brands. Both the purchase and sale prices in Hanaro Club are higher than those in other private stores, but with lower margins. Hanaro Club deals a larger number of brand than in other stores, giving RPCs more opportunity to market their brands. Smaller packages are sold at higher prices and margins and becomes an important marketing tool across all discount stores. The price discount strategies are revealed more effective in private stores than in Hanaro Club due to the higher price elasticities. A hedonic price analysis revealed that the organic and well-known brands are sold at premium, but this does not hold for the LOVE-MI, government endorsed brand. Despite lower prices of PB, it enjoys a higher margin than NB, which enables a dominant position of PB in the large discount stores in the near futures. The implications of the findings are discussed in the conclusion.