Browse > Article
http://dx.doi.org/10.18807/jsrs.2017.7.4.015

A Theoretical Study of Promotion Activities by Types of Retailing  

park, jin ho (Kookmin University)
Lee, Su dong (Kookmin University)
Publication Information
Journal of Service Research and Studies / v.7, no.4, 2017 , pp. 15-38 More about this Journal
Abstract
The purpose of this study is to look into the consumers who show the consumption patterns of brand switching and repeated purchasing, find the decision factors of their brand switching and repeated purchasing, analyze the difference in marketing response variables being represented as corporate promotion activities in the brand switching and repeated purchasing process, and provide a suggestion to apply the result to marketing Therefore, it tries to help the firms, which develop push marketing as the result of excessive competition between distributors and sales competition focusing on external appearance, recognize consumers as individual substances; to propose proper efficient promotion activities; to let consumers increase loyalty to their trademark and continue to purchase their products repeatedly; and to induce competitor brand consumers to do brand switching. The results of this study are presented as follows: First, consumers who prefer events, price discount, samples, and product premium which means the products with brand or logo on them had the feature of repeated purchasing. Secondly, service benefit, point-type promotion, cost-saving satisfaction didn't affect brand switching, and only the consumers who prefer coupon-type promotion did brand switching. Thirdly, a distribution type produced the moderating effect between the repeated purchasing and coupon and coupon-type promotion, and between brand switching and service benefit.
Keywords
Repeat Purchase; Brand Transition; Sales Promotion; service benefit; cost-saving satisfaction; competitor brand;
Citations & Related Records
연도 인용수 순위
  • Reference
1 Ji-eun, Lee (2006), "The influence of Promotion of TV Home shopping on Purchasing Intention -focused on purchasing clothing products" Dept. of Advertising & PR, The Graduate School of Chung-Ang University (이지은 (2006), 중앙대학교 대학원 석사학위논문)
2 John Deighton, Caroline M. Henderson, Scott A. Neslin(1994), The effects of A dvertising on Brand Switching and Repeat Purchasing", Journal of Marketing Research, Vol.XXXI, 28-43.
3 Jones, M. A. (1999)"Entertaining shopping experience: An exploratory investigation." Journal of Retailing and Consumer Service, 6(3), pp.129-139   DOI
4 Jong-Wook Park (2002), "The effect of congruency among the types of sales promotion, consumer and product on brand choice", Korea Advanced Institute of Science and Technology (박종욱 (2002), 한국과학기술원 석사학위논문)
5 Young-Il Kyoung, (2006), "Foodservice customer's brand switching type and IMC reaction research", Department of Foodservice & Culinary Management: The graduate school of Kyonggi University, p.87 (경영일 (2006), 경기대학교 대학원 박사학위논문)
6 Kyung-Youl Han, Won-Jae Jun and Ju-Young Park (2009), The Effects of Off-line Store Attribute Benefits on Customer Retention and Switching : The Mediating Effect of Commitment The e-Business Studies. Global E-Business Association, Vol.10, No. 3, (28):305-341 (한경열, 전원재, 박주영 (2009), e-비즈니스연구, 10(3), 305-341)
7 Kotler. Philip(2002), A Framework for Marketing Management, Prentice-Hall, Inc.
8 Labarbera, Priscilla A., and D. Mazursky, "A Longitudinal Assessment of Consumer Satisfaction/Dissatisfaction : The Dynamic Aspect of the Cognitive Process," Journal of Marketing Research, 20(November), pp.393-404, 1983.   DOI
9 Mi-Kyung Kim, (1999), "The Type of Consumer's Brand Switching on Fashion Goods and Response to Marketing Communication", Dept. of Fashion Design, Kwangju Women's University, p6 (김미경 (1999), 숙명여자대학원 박사학위논문, 6)
10 Oliver, Richard. L.(1985). "A Cognitive Model of the Anteadent and Comequences of Satisfaction Decisions." Journal of Marketing Research, 12(November): 460-469.
11 Oliver, R. L.(1990). A Conceptual Model of Service Quality and Service Saitsfaction: Compatible Goals. Different Concepts, in Teresa A. Swartz David e. Bowen and Stephen W (Eds). Advanced in Services Marketing and management 2. Greenwich. CT: JAL Press.
12 Shimp, T. A.(1990), Promotion management and marketing communications, 2th, ed. Hinsdale, IL : The Dryden Press.
13 R.C. Blattberg and R. Neslin(1990), Sales Promotion-concept, Methods and Strategy. Englewood Cliffs, New jersey, Prentice-Hall.
14 Reichheld, F. F. and Sasser W. E.(1990), Zero Defections: Quality Comes to Service, Harvard Business Review.
15 You-Jae Lee(2008), "Service Marketing", korea: Hakhyeon Company. (이유재 (2008), 제4판, 학현사)
16 Rust Ronald T, and Anthony J. Zahorik, "Customer Satisfaction, Customer Retention and market Share," Journal of Retailing, 69(Summer), pp.193-215.1993.   DOI
17 Sawyer, Alan G., and Peter R. Dickson(1984),"Psychological Perspectives on Consumer Response to Sales Promotion." In Research on Sales Promotion: Collected Papers, Report No.84-104, ed Katherine E Jocz, pp. 1-21. Cambridge, MA; Marketing Science Institute.
18 Kotler(1997), Marketing Management-analysis, planning, implementation and control, Prentice Hall, 9Ed
19 Kyung-won Byun(1999), "Professional sports teams operating strategy and Relationships with repeat purchases of the crowd", The graduate school of Dankook University (변경원 (1999), 단국대학교 대학원 석사학위 논문)
20 Ig-Tae Kim(1999), "Mediating effect of product involvement on brand switching", Department of Management Science :Korea Advanced Institute of Science and Technology, pp.32-33 (김익태 (1999), 한국과학기술원 학위논문, 32-33)
21 Il-jae Yoon (2003), "Difference of purchase probabilities in brand leadership, types of sales promotion, and product ambiguity", The Graduate School Yonsei University: Dept. of Business administration (윤일재 (2003), 연세대학교 대학원 석사과정논문)
22 Ki Hun Lee(2008), "A Study of the Effects on the Reuse of Open Market", The Graduate School University of Seoul (이기헌 (2008), 서울시립대학교 박사학위 논문)
23 Jong-Won Lim(1996), "Modern Principles of Marketing", korea: Beopmun Company (임종원 (1996), 현대 마케팅 원론, 법문사)
24 Ju-Young Kim and Byung-Phil Min, (2005), "Comparison of Effectiveness between Various Sales Promotions", korean management review. Vol.34, No.2, p.445-469 (김주영, 민병필 (2005), 경영학연구, 34 (2), 445-469)
25 Keaveney, Susan, M.(1995), "Customer Switching Behavior in Service Industries: An Exploratory Study,"Journal of Marketing, 59(2),pp.71-82.   DOI
26 Charles Yang(1988), "New-marketing Theory", Korea: Publisher of Nanam. p190 Crosby, Lawrence A, and Nancy Stephens, "Effects of Relationship Marketing on Satisfaction, Retention, and Prices in the Life Insurance Industry,"Journal of Market Research, 24(November), pp.404-411, 1987.
27 D. B. Montgomery and B. David(1971), Consumer Characteristics Associated with Dealing: An Empirical Example. Journal of Marketing Research, 8(May), 118-120.   DOI
28 Dong-Geun You(1983), "Promotion strategy theory", korea: Sunil Moonhwa company. (유동근 (1983), 선일문화사)
29 Jeong-Suk Lim (2007), "The Moderated Effect of the Sales Promotion Satisfaction on the Cosmetic Purchase Decision Making" Dept. of Business administration The Graduate School Kyungsung University (임정숙 (2007), 경성대학교 경영대학원 석사학위논문)
30 In-suk, Jung (2010), "The study on the Effects of Promotions by Family Restaurants On Satisfaction and Purchase Behavior" ,The Graduate School Catholic Univercity of Daegu ,Major in Foodservice and Technology (정인숙 (2010), 대구 가톨릭대학교 대학원 석사학위논문)
31 Hye-sun Hong (1999), "The relationships among SErvice Quality of Public Sport Facilities, Repurchase Intention and Word of Mouth Effect", The Graduate School of Leisure Sports Studies Korean national University of Physical Education (홍혜선 (1999), 한국체육대학교 사회체육대학원 석사학위논문)
32 Dong-Geun You, Seng Hyeok Kim(1992), Theory and Practice of sales promotion that satisfies the customer", korea: Publisher of Junghoon. (유동근, 김성혁 (1992), 정훈출판사)
33 Eun-joo, Choi (2009), "A Study on the Relationship between Service quality of airline Sales promotion events, Perceived values and Behavioral intentions", The Graduate School Kyonggi University Department of Event & Convention (최은주 (2009), 경기대학교 일반대학원 박사학위논문)
34 F. E. Webster(1965), The Deal Prone Consumer, Joural of Marketing Research, 2(May), 186-189.   DOI
35 Geum-Suk Hong(1990), A Study on the Behavior of Consumers 'Diversity Behavior , The Graduate School Seoul University, p.106-108 (홍금숙 (1990), 서울대학교 석사학위논문, 106-108)
36 Hee-Young Han(1982). "Strategy promotion - advertising, personal selling, sales promotion theory and practice", korea: Trade Business company (한희영 (1982), 무역경영사)
37 Hyun-Lim Nam, (2005), "A study on consumer segmentation and cosmetics purchasing behavior of ultra low-priced cosmetic brands" Sung Kyun Kwan University: Dept, of Fashion Design (남현임 (2005), 성균관대학교 대학원 석사학위논문)
38 Chandon. P. B. Wansink & G. Laurent(2000), A Benefit Congruency Framework of Sales Promotion Effectiveness, Journal of Marketing, pp 65-81.
39 Chang-gu Lee (1996), "A study on impact of situation on variety seeking behavior", Dept. of Business administration The Graduate School Dankook University ,p.40. (이창구 (2013), 단국대학교 박사학위논문, 40)
40 Aaker, David A(1991), Marketing Brand Equity: Capitalizing on the Value of a Brand name, New York : The Free Press
41 W. F. Massy and R. E. Frank(1965), Short Term Price and Dealing Effect in Selected Marketing Segnents. Joural of Marketing Research, 2(May), 171-185.   DOI
42 Andrew G Parsons, "Assessing the effectiveness of shopping mall promotions: Customer analysis", International Journal of Retail & Distribution Management; 2003; 31, 2/3; ABI/INFORM Gobal, pg. 74.   DOI