A Study on the Influence Factor of Traditional Marketplace Sales

Objectives: This study aims to explore theoretical base on such condition and to prepare a fundamental base of future studies. Methods/Statistical Analysis: To analyze factors influencing on the sales of traditional marketplace, survey for empirical studies on traditional market located at the old urban center of capital area where facility modernization implements have conducted. First, the market characteristics was analyzed by conducting a frequency analysis on age of merchant, business period, type of business and business item, after that, the analysis on the statistically significant influences of each variable on the sales has conducted through multiple regression analysis setting monthly sales as an independent variable and quantitative data as a dependent variable. For the dependent variables, quantitative data that can be measured objectively and dummy variable on identifiable nominal scale have utilized. Thus, the factor analysis and reliability analysis that are general research procedure have skipped. Findings: The independent variables putting a statistically significant influence on the independent variable, a sales amount, have shown to be size of store, business period, number of employees, and type of business, and customer staying time, ratio of regular customer, and age of merchant have shown to be statistically insignificant. Among statistically significant variables, the business period variable has shown to be negative (-) influence and remained variables have shown to be positive (+) influence. Especially, the reason that the size of store has shown a high standardization regression coefficient and it has shown to put significant influence on sales can be interpreted, as the demand of merchant to enlarge size of store is the most sensitive assignment to solve. In addition, the reason that business period influences negative effect (-) different from other variables can be understood that it cannot have positive influence on sales at the declined and deteriorated traditional market, and sales of merchants who have entered the market as a second mover is higher. Improvements/Applications: This study has its significance to prepare a base for future studies by analyzing influencing factors on sales of traditional market that were incomplete in previous studies. Through this study, the factors influencing on sales of traditional market, positive (+) and negative (-) effect can be identified, and it can be utilized as the fundamental data to establish political support direction of traditional market.