ABSTRACT

Research on existing stores in terms of their approach to research company to achieve a share. More and more intense and diverse retailers scrambling due to the emergence and growth nowrather than quantitative to qualitative growth of the strategic shift is needed at the time. Purpose ofthis study, using the consumer's store, maximizing tendencies, and regulatory mode is used in theshop to make sure that affect satisfaction, depending on the type of large discount stores and SSM(Super Supermarket) were compared by dividing. Objective analysis based on the use of in-storeconsumer perceived their satisfaction showed a difference in decision-making that occurs whenmaximum payout of personal inclination and satisfaction differ depending on the regulatory mode,respectively. Maximizing tendencies is Maximizer and Satisfier separated, both were not differencein the large discount stores but that between difference was found in the case of SSM. Regulatorymode, the assessment mode and locomotion mode is classified into large discount-oriented mode ofassessment and locomotion mode if the difference between the case of no difference was found.

KEYWORD

Purpose of using store, Maximization, Regulatory mode, Store Satisfaction

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