In this study, associations between the consumers' demographics, characteristics of food life and food life style characteristics and preferred PB stores were analyzed through a correspondence analysis. A total of 662 people were surveyed in 10 internet online communities. The results of the empirical analysis are summarized as follows.
First, by age, younger people in their 20s and under tended to prefer convenience stores, such as GS25, CU, and Seven 11, while those in their 50s and older tended to prefer large discount stores such as Lotte Mart, and Home plus and E-Mart. In terms of academic background, high school graduates tended to prefer E-Mart and Lotte Mart, while college graduates preferred GS25, and college graduates preferred CU convenience stores.
In the state of marriage, unmarried people preferred convenience stores such as GS25, CU and Seven11, and married people preferred Lotte Mart, E-Mart while Home plus and Seven11 for people in divorce and separation. In terms of the number of children, GS25 was preferred for those without children, and large discount stores were preferred for those with children.
In residential areas, people in apartment areas preferred Home plus, single people preferred Lotte Mart, and resident in office-tel tended to prefer GS25, Seven11, and CU. In the profession, students preferred GS25, sales and CU, and civil servants preferred Home plus and Seven 11. Housewives tended to prefer E-mart.
In terms of income, low-income earners under 3 million won tended to prefer CU, Seven 11 and three to five million won income earners E-Mart, 7 to 10 million won and Lotte Mart for those over 10 million won. In health conditions, many users of convenience stores, such as Seven11 and GS25, used by those in poor health, including those in "very bad" and "bad."
Second, in the monthly average number of visits to a mart, people who frequently used a mart preferred E-mart and Home Plus while those who used less frequently a mart preferred CU and GS25. On the other hand, the average number of visits to convenience stores per week has been for people visit convenient stores more than five times per week preferred CU, people with four times visit are closely related to GS25, while 0 times to Lotte Mart and 1st times to E-Mart and Home plus.
In terms of monthly average Mart spending, consumers who spent a lot of money preferred Lotte Mart, while people with less spending preferred GS25 and CU and Home plus. Consumers who spend more at convenience stores preferred GS25 and CU, while consumers who spend less at convenience stores preferred large discount stores.
Third, the group of convenience pursuit favored GS25, while the group of convenience and safety pursuit preferred Seven11 and CU, the taste and food quality pursuit group showed a tendency to favor E-mart, the pursuit group of food quality and safety Lotte Mart, finally the pursuit group health and safety preferred Home Plus.