Most Japanese Researchers and Business Practitioners recognize that Japanese department stores are in a period of decline. In spite of this decline, department stores in Japan still represent a six trillion yen market. Although department stores comprise a significant sector of the Japanese economy, there remain few studies dedicated to research on department stores. In contrast to the extant research, the current study relates to consumer behavior as it relates to the decline in department store sales. This focus is poorly represented in the literature. Specifically, the current study addresses two key problems. First, there exists a lack of discussion related to the category under which department stores can be classified. Second (and as alluded to above), there is a lack of unified research on department stores in the fields of commercial science, business administration, and marketing. To redress these shortcomings, the current study seeks to elucidate the factor of internal and external competitive superiority about the business category of Japanese department store. First, however, it is necessary to verify whether consumers recognize differences between department stores and other retail categories. Further, it is necessary to explain the nature of that difference. Using a sample of 246 Japanese respondents with internet research, I explore the degree to which consumers recognize department stores and Shopping Centers. Respondents were generated using service provided by Macromill.inc. The sample for this study consisted of internet users from randomly selected in Hyogo, Osaka, and Kyoto prefectures, in which the competition between department stores and Shopping Centers is keenest. And, this study adhere fundamentally to the scales of store images developed by Sakai (2012). The scales consisted of 28 items were measured on 7-point Likert-type opinion statements ranging from strongly agree (7) to strongly degree (1). I then performed t-test and a confirmatory factor analysis on participants’ responses. Results of this analysis served to identify differences in participants’ recognition of department stores and Shopping Centers. Result of t-test analysis demonstrated that 18 of 24 items are significantly different between them. Results of the factor analysis further demonstrated that department stores are characterized by Reliability of goods and services and Popular. Shopping Centers are also characterized by Reliability of goods and services and Popular, but are also perceived to have Convenient locations or institutions.

• Tetsuma Emmaru(Reitaku University)