ABSTRACTA Study on the Effect of Consumers' Satisfaction in Discount Stores of China Yang, XiaoqingDepartment of International BusinessGraduate School of Woosuk University The rapid growth of economic environment and rich resources of China have attracted many foreign enterprises. Since its joining into WTO in 2001, the Chinese domestic market has become a white-hot battlefield for foreign enterprises who want to be successful in China. So it is important for them to understand the character of consumers of China, especially for Korean companies who have and who want to enter into Chinese market . The purpose of this study is to analyze the factors effecting consumer satisfactions in discount stores of China. To provide a basic information and strategy of discount store in China. For this study a total of 230 questionnaires were distributed to the consumers who live in Jinan, ShanDong Province, excluding those questionnaires which had false responses, using questionnaires of 212 sheets for the final analysis. For data analysis, SPSS win 14.0 was used. And frequency analysis, factor analysis, multiple regression analysis were used to analyze the data. To verify the factors of consumer satisfaction, in this study the factors include Product, Price, Promotion, Place, and Service. The study confirmed that Product factor, Price factor, Promotion factor and Place factor had the effects on consumer satisfaction. But Service factor had no effect on consumer satisfaction. And Promotion factor had a great effect on consumer satisfaction.