[KSCI] Korea Science Citation Index Service

Effect of Attentiveness in Purchase behavior and Consumer Knowledge on use of unit Price Information

Kim Heaseon (Dept. of Consumer and Family-Child Studies, Sunchon National University)
Kim Bo-Geum (The Korea Housewives club Association, Chonbuk Division)

Publication Information

International Journal of Human Ecology / v.5, no.2, 2004 , pp. 81-91 More about this Journal

Abstract

The purpose of this study is to evaluate consumer use of unit price information introduced in Korea 1999. A total of 571 observations were analyzed by frequency, percent, and paired t-test using SPSS. The main findings are (1) consumers use unit price information to make better purchase decisions, (2) consumers with higher than average attentiveness in purchase behavior utilize unit price information to make better buying decisions, and (3) consumers with higher than average knowledge utilize unit price information to make better buying decisions. (4) Also if either attentiveness in purchase behavior or consumer knowledge is lower than average, unit price information helped consumers make better purchase decisions. (5) However, there was no difference among those consumers with below average or above average attentiveness and knowledge.

Keywords

unit pricing; attentiveness in purchase behavior; consumer knowledge;

Citations & Related Records

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