Browse > Article

The Effect of Perceived Costs and Satisfactions on Certain Types of Sales-promotions  

Shin, Min-Kyung (Dept. of Consumer Studies, Ewha Womans Univ.)
Joung, Soon-Hee (Dept. of Consumer Studies, Ewha Womans Univ.)
Publication Information
Journal of Families and Better Life / v.27, no.1, 2009 , pp. 31-44 More about this Journal
Abstract
The purpose of this study was to understand how consumers perceive the costs of using certain types of sales-promotions and to suggest ways in which sales-promotions should be developed to contribute to the consumers' welfare and the development of Marketing Strategy. The sufficiency of the consumers' desire was essential to new and creative sales-promotion strategy. This study investigated the perceived costs of using timely opportunity costs, extra expenses, substitution costs, uncomfortable feeling, regrets and economical and psychological satisfactions on certain types of sales-promotions such as off line, coupon, packed items, collection and on line, and event. In the study results on the perceived costs of using certain types of sales-promotions, off line sales-promotions were perceived more than substitution costs, extra expenses, regrets and on line sales-promotions were perceived more than timely opportunity costs. These results were caused by immediately using off line sales-promotions and becoming a member of on line sales-promotions. In the research result on the perceived costs of using certain types of sales-promotions and economical satisfactions, off line sales-promotions exhibited positive relations with substitution costs of coupon and extra expenses, regrets of packed items and collection about economical satisfactions. On line sales-promotions exhibited positive relations with extra expenses and regrets about economical satisfactions. The research results on the perceived costs of using certain types of sales-promotions and psychological satisfactions, off line sales-promotions exhibited positive relations with timely opportunity costs of coupon and collection about psychological satisfactions. On line sales-promotions exhibited positive relations with substitution costs about psychological satisfactions. These results were caused by the feeling of leisure time as the consumer played games or hobbies. This study proposes an approach in the context of sales-promotion with some suggestions and thoughts.
Keywords
sales-promotion; food marketing; costs of coupon; economical satisfaction; psychological satisfaction;
Citations & Related Records
Times Cited By KSCI : 1  (Citation Analysis)
연도 인용수 순위
1 이미령(1997). 참여를 유도하는 인터넷 광고 전략에 관한 연구 - www의 배너광고를 중심으로. 이화여자대학교 대학원 석사학위논문
2 오영심(2001). 판매촉진이용성향에 따른 쇼핑가치 지각 및 소비자 만족에 관한 연구. 연세대학교 대학원 석사학위논문
3 예종석.김동욱.양성희(2000). 쿠폰특성이 소비자의 쿠폰에 대한 평가 미치는 영향. 광고연구, 46, 43-59
4 정성인(1998). 소비자의 쿠폰이용행위에 관한 실증연구. 건국대학교 대학원 석사학위논문
5 장세경(2002). 백화점 경품행사가 의복구매행동에 미치는 영향. 숙명여자대학교 대학원 석사학위논문
6 Bawa, K & Shoemaker, R. W.(1987). The Coupon-Prone Consumer: Some Findings Based on Purchase Behavior Across Product Classes. Journal of Marketing, 51(4), 99-110   DOI   ScienceOn
7 Mittal, B.(1994). An Integrated Framework for Relating Diverse Consumer Characteristics to Supermarket Coupon Redemption. Journal of Marketing Research, 31(November), 533-544   DOI   ScienceOn
8 Narasimhan, C.(1984). A Price Discrimination Theory of Coupons. Marketing Science, 3(Spring), 128-147   DOI   ScienceOn
9 Robinson, W. A.(1982). Best Sakes Promotions(5th ed). Chicago : Crain
10 김세희(2000). 의류상품 소비자의 판매촉진 반응유형과 쇼핑성향. 서울대학교 대학원 석사학위논문
11 한국인터넷진흥원(2008). 2007 하반기 정보화 실태보고서, http://www.nida.or.kr
12 Lam, Shun Yin, Mark Vandenbosch, John Hulland and Michael Pearce(2001). Evaluating Promotions in Shopping Environments; Decomposing Sales Response into Attraction, Conversation, and Spending Effects., Marketing Science, 20(2), 194-215   DOI   ScienceOn
13 한은혜(2000). 외식업체에서 쿠폰이 구매행동에 미치는 영향에 관한 연구. 세종대학교 대학원 석사학위논문
14 Srinivasan, S. S., & Anderson, R. E.(1998). Concepts and strategy guidelines for designing value enhancing sales promotions. Journal of Product & Brand Management Science, 3(2), 128-147
15 Neslin, Scott A. & Roberts W. Shoemaker(1983). A model for Evaluating the Profitability of Coupon Promotion., Marketing Science, 2(Fall), 361-388   DOI   ScienceOn
16 Shimp, T. A., & Kavas, A.(1984). The Theory of Reasoned Actions Applied to Coupon Usage. Journal of Consumer Research, 11(3), 795-809   DOI   ScienceOn
17 Teel, J. E., Williams, R. H., & Bearden, W. O.(1980). Correlates of Consumer Susceptibility to Coupons in New Grocery Product Introductions. Journal of Advertising, 9(2), 31-35
18 Dodson J. A., Tybout, A. M., & Sternthal, B.(1978). Impact of Deals and Deal Retraction on Brand Switching. Journal of Marketing Research, 15(February), 72-81   DOI   ScienceOn
19 Oglehtorpe, J. E., & Monre, K. B.(1987). Risk perception and risk acceptability in consumer behavior : conceptual Issues and agenda for future research. in AMA Winter Marketing Educators' Conference, ed. Russell W. Belk et al., Chicago, IL : American Marketing Association. 255-260
20 김학균(2000). 쿠폰 미지참으로 인한 후회감이 구매행동에 미치는 영향에 관한 연구 - 후회감의 매개 역할을 중심으로. 서울대학교 대학원 석사학위논문
21 김성영(1993). 판매촉진(Sales Promotion)에 관한 문헌연구 - 쿠폰과 가격촉진을 중심으로. 광고연구, 가을호, 51-69
22 Welbster, F. E.(1965). The 'Deal-Prone' Consumer. Journal of Marketing 2(May), 186-189   DOI   ScienceOn
23 Dowling, G. R. & Starlin, R.(1994). Perceived risk : the concept and its measurement., Psychology and Marketing, 3(1), 193-201
24 이은정(1998). 소비자의 특성과 쿠폰 종류가 쿠폰상환행동에 미치는 영향. 중앙대학교 대학원 석사학위논문
25 김소연.여정성(2004). 쿠폰 종류에 따른 쿠폰이용비용과 소비자 만족에 관한 연구. 대한가정학회지, 42(7), 73-88   과학기술학회마을
26 Tellis, G. J.(1998). Advertising Exposure, Loyalty and Brand Purchase : A Two-Stage Model of Choice. Journal of Marketing Research, 25(May), 134-144   DOI   ScienceOn
27 허종호(2007). 쿠폰유형 및 조절적 동기가 쿠폰이용의도에 미치는 효과. 광고연구, 74, 176-189
28 Chiang, Kuan-Pin and Ruby Roy Dholakia(2003). Factors Driving Consumer Intention to Shop Online: An Empirical Investigation., Journal of Consumer Psychology, 13(1&2), 177-183   DOI   ScienceOn
29 정해동.박기철(2001). 광고보다 빠른 세일즈 프로모션, 커뮤니케이션북스
30 Montgomery, David B.(1971). 'Consumer Characteristics Associated With Dealing : An Empirical Example', Jounal of Marketing Research 2(May), 118-138
31 Phillip Kotler, Marketing management: Analysis, planning, implementation, and control(6th ed). Englewood Cliffs, NJ: Prentice-Hall, 1988
32 Price, L., Lawrence, F. F., & Audrey, G. F.(1988). Couponing Behaviors of the Market Haven:Profile of a Super Couponer. Advances in Consumer Research, 15, 354-539
33 김진이(2000). 쿠폰촉진이 소비자의 쿠폰이용행동에 미치는 영향에 관한 연구. 건국대학교 대학원 석사학위논문
34 홍영표(2001). 쿠폰광고와 비쿠폰광고의 소비자반응분석. 충북대학교 대학원 석사학위논문
35 Doob, Anthony, J. Catlsmith, J. Freeman, T. Laudauer, and S. Tom(1969). Effect of Initial Selling Price on Subsequent Sales., Journal of Personality and Social Psychology, 11(July), 345-350   DOI