영업규제 정책이 기업형 슈퍼마켓의 시장확대 전략하에서 소비자에게 미친 영향 분석

초록

This paper investigates the various aspects of regulation impacts on the Korean retail industry, as considering the market expansion strategies of nationwide supermarket chains, i.e., big-box retailers. Particularly, we focus on the changes in consumers’ choices on retail stores and restructuring of the retail market induced by the recent dramatic increase in the number of their small-formats (called as Super Supermarkets or SSMs in Korea). The empirical results suggest that if the numbers of county-level SSMs are included in the model estimation, the implementation of Sunday Closing laws reduce the ratio of monthly food expenditures in SSMs to those in total by 1.8% points; Otherwise, it is falsely estimated to raise the ratio by 1.9% points. This finding implies that the prerequisite of regulatory impact analysis is to understand the market structure and competition environment. Our contribution is to extend the discussion about the distortions in consumer choices in line with literature, by using not only nationwide big-box stores but also their small-formats.

키워드