A Study on Commercial Power of Traditional Market

This study investigated commercial power theory in traditional market with related literatures to get theoretical and mathematical measurement and commercial power model. Consumers' store selection models include 1) normative hypothesis based theory, 2) interaction theory, 3) utility function estimation model 4) cognitive-behavioral models. Normative hypothesis based theory consists of Reilly's retail gratification theory and Converse's revised retail gratification theory. Interaction theory consists of Huff's probability gratification theory, MCI model and Multi-nominal Logit Model (MNL model).Retail organisation position theory consists of Central place theories, single store position theory, multi store position assign model and retail growth potential model. Single store position theory developed theoretical and empirical technique for decision-making of optimum position in single store, and it consists of the most simple and systematic method forcheck list, analogy, and micro-analysis technique. This study has limitations in variable factors because they were a part of actual commercial power. Therefore, further studies are needed to investigate each part of commercial area and variables having influence upon commercial area.