• 수산경영론집
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• 제35권1호
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• pp.169-191
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• 2004

This Study attempts to analysis the degrees of the efficiency of fisheries marketing channel's effectiveness, which are traditional marketing channel's effectiveness of fisheries wholesale markets and Discount Store's effectiveness such as margin, marketing performance. The study methodologies include not only a field sample survey but also a field interview. The results of this study are summarized as follows. First, at the numbers of fisheries marketing channel's margin factors, traditional marketing channel's margin factors are more than discount store's margin factors. Secondly, at the comparative study result of marketing channel margin efficiency, traditional marketing channel's prices are similar to discount store's prices. That is, consumers have bought similar retail price's seafood products through traditional marketing channels as well as discount stores cannels. Finally, however most consumers prefer discount stores to traditional retail stores because of discount store's multi-functions such as assortment of goods, freshness, exchange, refund and employee's kindness. In conclusion, the most important factor of fisheries marketing management is to realize the appropriate balance between marketing margin and consumer satisfaction.

• 유통과학연구
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• 제20권1호
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• pp.87-98
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• 2022

Purpose: This research investigates whether the existence of preannouncing price discount before purchase has an effect on after regret about purchasing and price fairness perception. Moreover, this paper examines whether the preannouncing effects on regret (or price fairness perception) are moderated by motive inference type (or brand trust). Research design, data and methodology: This experimental design consisted of total 8 between-subjects full factorial, which is completed by 2 (preannouncing price discount before purchase) × 2 (motive inference type) × 2 (consumer's brand trust level). Results: First, regret (or price fairness) differs depending on the presence/absence of preannouncing price discount before purchase and price discount motive inference type. Second, interaction effect of preannouncing price discount presence/absence before purchase and price discount motive inference type on regret (or price fairness) after purchase differs depending on motive inference type (or brand trust). Conclusions: Preannouncing external cue could decrease the possibility of consumers to regret and prevent consumers perceiving price change as unfair. Thus, corporations should sufficiently explain to consumers about preannouncing and specific reason of price fall in order to decrease regret caused by price fall and to increase price fairness perception from preannouncing effect.

• 한국포장학회지
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• 제27권2호
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• pp.71-84
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• 2021

The purpose of this study is to establish a new management strategy to meet customer needs of discount stores as customers demand higher and more diverse services in addition to low prices. An empirical analysis on consumers to explore the structural relationships between the quality, environmentally friendliness, consumer perception, service value, and emotional response of retail ready packaging (RRP) in discount stores in order to find out how they affect customer satisfaction and repurchase intention. First, it was confirmed that the RRP quality of discount stores that affects customer satisfaction is mediated by the emotional response. Second, it was found that RRP in discount stores should continue to devise strategies to improve service quality along with efforts to provide more benefits perceived by customers to increase customer satisfaction and repurchase intention. Third, it was confirmed that the RRP image of discount stores has a positive (+) effect on service value, emotional response, customer satisfaction, and repurchase intention.

• Asia Marketing Journal
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• 제12권4호
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• pp.55-78
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• 2011

외식업계에서는 충성도제고를 위한 장기적 고객 관리 프로그램으로서 사용금액 대비 일정률의 포인트를 적립해주는 고객보상(로열티)프로그램을 시행해왔으며, 단기적인 매출 증대를 목적으로 신용카드사나 이동통신사와의 전략적 제휴를 통해 소비자에게 할인혜택을 제공하는 제휴할인카드를 경쟁적으로 도입하고 있다. 포인트 적립과 제휴카드할인 프로그램은 추구하는 목적은 서로 다르나 소비자에게는 동일한 구매시점에 둘 중에서 하나를 선택해야하는 경합적인 대안이 된다. 일반적으로 소비자는 손실에 대해 더 민감하게 반응하는 위험회피 성향을 보이며, 실용적 동기에 의한 취득 및 거래효용의 관점에서 할인이 강력한 구매 동기가 되므로, 분리된 이익으로서의 포인트 적립 보다 할인 혜택을 제공함으로써 손실의 감소로 인식되는 제휴카드할인이 더 선호될 것으로 예상할 수 있다. 기업의 입장에서도 제휴기업간의 비용분담을 통해 보다 적은 비용으로 큰 소비자 할인혜택을 제공할 수 있다는 비용효율의 장점 및 경쟁 대응 필요성 때문에 제휴카드할인을 도입하게 된다. 그러나 할인판촉은 실제적인 비용이 투입되므로 매출의 증가를 통해 비용 보다 큰 수익이 보장될 때만 의미를 가지는 촉진 수단이다. 외식업의 경우 방문객수가 증가해야 매출의 증대를 이룰 수 있으며 운영효율이 향상된다. 테이블당 고객수 증가는 공간효율을 높여주어 이익개선에 기여가 크다. 따라서 제휴카드할인이 실제적인 기업성과향상을 가져오려면 할인이 객수의 증가 특히 테이블당 객수의 증가에 기여를 해야 한다. 제휴카드할인이 객수증가 및 이익률의 향상에 도움이 되는지의 여부를 알아보기 위하여 패밀리 레스토랑업체의 실제 매출 데이터를 사용하여 검증해 본 결과 포인트 적립제도는 객수 증가와 유의적 관계를 보이지 않은 반면 제휴할인은 객수 증가에 실제적인 영향이 있음이 밝혀졌으며, 할인율이 증가하면 테이블당 고객수도 증가하며 약 25%의 할인이 제공되면 추가로 한 명의 고객이 유인되는 효과가 있었다. 또한 수익성의 측면에서는 1인당 지불금액 즉 객단가는 할인율의 증가에 따라 하락하는 경향을 보였지만 객수의 증가로 인한 추가이익이 추가비용을 상쇄하고 있어서 제휴할인카드의 도입이 비용 대비 효과의 측면에서 적극적으로 고려할 수 있는 촉진 수단임이 입증되었다. 본 연구는 기업의 실측 데이터를 활용하고 있다는 점에서 소비자 태도나 의도의 변화를 기준으로 기업의 의사 결정 정보를 제공하고자한 기존연구보다 현실적인 접근을 하고 있다. 즉, 기업의 실제 데이터로 제휴카드할인 프로그램의 효과를 측정하였고, 포인트 적립 및 차감제도를 직접 비교함으로써 기업에게 향후 마케팅 전략 수립에 관한 현실적인 시사점을 제공하였다는 점에서 연구의 의의를 찾을 수 있을 것이다.

• 경영과정보연구
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• 제1권
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• pp.293-307
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• 1997

This paper addresses the critical factors of customer satisfaction between department store which is characterized as a good service quality and discount store which has a competitive advantage on price dimension. The result showed that overall satisfaction of department store was slightly higher than that of discount store. Also, it was found that only service quality was a good indicator as a customer satisfaction of department store. However, overall satisfaction of discount store was significantly affected by both price and service quality. The study contributes to our understanding of how department store and discount store develop KSFs(key success factors) of customer satisfaction.

• 한국경영과학회지
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• 제17권1호
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• pp.113-126
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• 1992

It is discussed how a supplier should design a quantity discount pricing schedule for multiple buyers. It is emphasized that nor only the supplier's surplus but also each buyer's surplus resultant from quantity discount should be considered in designing price schedule. It is shown that if the supplier's quantity pricing schedule is based on his/her profit function, each buyer's surplus may be maximized. And it is also shown that when the supplier's main benefit comes from the reduced number of setups, the incremental discount schedule satisfies the requirement. Formulas to determine values of parameters of the incremental discount schedule are provided.

• 한국의류학회지
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• 제27권5호
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• pp.570-581
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• 2003

The purpose of this study was to investigate competitive structure between the department store and the discount store based on consumers' purchase intention. Female consumers who purchased clothing both in the department store and the discount store participated in the study by completing questionnaires (N=533) . Data were analyzed using factor analyses, paired t-test, Cronbach's $\alpha$, and chi-square analyses. The result was as following: 1 . Overall, the department store and the discount store are competing complementarily. However, this competitive structure varied with clothing items and consumers' age. 2. As a result of factor analyses, the two retailer's service quality could be evaluated with four dimensions: price and A/S, store atmosphere and VMD, store policy, and salesperson. 3. The department store was expected to provide the highest level of service in ‘price and A/S’, ‘store atmosphere and VMD’, ‘salesperson’ whereas the discount store in ‘store policy’ 4. Respondents were classified in four groups according to how frequently they use department store and discount store as following: shopper of both retailers (68.35％), discount store shopper(20.97%), department store shopper(4.70%), shopper of neither retailer(3.97％). Each group showed differences in service satisfaction and demographic characteristics.

• 한국의상디자인학회지
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• 제13권1호
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• pp.1-10
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• 2011

The purpose of this study was to compare consumers' post acquisition behavior by analyzing the influence of consumer involvement, product price and discount. The data were collected through a survey based on three stages: two pre-tests and a main survey conducted in the U.S and Korea. A total of 520 participants from each country were used. The results of this study are as follows. First, clothing involvement, price and discount had no difference, but there was relationship on discount rate between countries. In addition, there were gender differences in involvement between the countries, and Korea showed a significant relationship in price discount. In general, the involvement of both American and Korean students was high and women had higher involvement than men indicating that women showed more interest in clothing than men. The discount rate was higher in the U.S and had a wider range of discount than Korea. Second, consumer involvement and price discount affected the satisfaction of Korean students whereas only involvement affected the satisfaction of American students. This study will extend understanding of consumer satisfaction between Korea and the United States. With the results of this study, apparel marketers will be able to understand how consumer involvement, price and discount may influence consumer satisfaction and develop effective marketing strategies for their profit.

• 경영과정보연구
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• 제36권1호
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• pp.21-40
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• 2017

미용에 대한 관심이 날로 증가하고 있는 현대 사회에서 미용 서비스 업체의 마케팅 커뮤니케이션 전략이 브랜드 이미지와 구매의도에 대한 연구로 구체적으로는 가격할인이 소비자의 태도에 미치는 영향을 연구한 내용이다. 미용 서비스 제공자는 가격할인이 브랜드 이미지와 구매 의도에 미치는 영향을 고민해야할 것이다. 본 연구에서는 가격할인과 가격할인 제시방법이 브랜드이미지에 미치는 영향을 실증 분석한 내용이다. 본 연구에서 가격 할인은 브랜드 이미지에 부정적인 영향으로 나타났으며, 구매의도에는 긍정적인 영향을 미치는 것으로 나타났다. 가격할인 제시 방법에 따라서 할인율만 제시한 가격할인은 차별성과 전문성이 낮게 나타났다. 반면에 가격할인 시 구매 의도는 긍정적으로 나타났다. 이처럼 가격 할인 시 할인 가격 만 제시되면 이용에 대한 태도가 낮아지지만 할인율이 제시되면 구매 의도가 절대적으로 높은 것을 알 수 있었다.

• 한국정보시스템학회지:정보시스템연구
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• 제27권2호
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• pp.157-173
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• 2018

Purpose Product characteristics and price value in website have strongly effects on customer satisfaction. Especially, in the online shopping site, the scarcity limits the customer's opportunity to purchase the product. Thus scarcity has been proposed as a important factor that makes the customer highly aware of the merchantability of the product. The scarcity in the web store is used as an important variable to make purchasing decisions of users easier by psychological pressure. In the case of scarce products with price discounts in online commerce, advertising formats that highlight scarcity value in the web commerce market are very effective in enhancing purchase intentions of consumers. Unlike offline stores, the importance of scarcity becomes more important when reflecting the characteristics of online commerce. Therefore, this study intends to confirm the influence of the degree of price discounts and scarcity information presented by Web sites on consumer purchase behavior in Web purchase behavior. Design/methodology/approach This study conducted a web-based experimental study on price sensitivity and price discount. Therefore, we created experimental web-sites that offer two stimuli according to the discount rate. The 200 respondents were randomly assigned. The stimuli were fictitious based on tourism products. The first stimulus presented the price discount(15% discount) with basic explanation about the package of the tourist package. The stimuli assigned to the second group were used for groups with high price discount intensity(65% discount). In this way, the two stimuli clearly distinguished the level of price discount intensity. This paper conducted t-test analysis and structural equation to analyze the experiemental results after confirming the reliability and validity. Findings The results of this study are as follows. The difference in price discount intensity (15% vs 65%) with scarcity showed the mean difference among all the variables. Therefore, this study concluded that there is a significant difference between the price discount of 15% and 65% for the acquisition value and transaction value of users. In particular, consumers' purchase intention is greater and product recommendation intensity is stronger when the price discount is 65%. As a result, the high degree of the price discount intensity with scarcity exerts a greater influence on consumers' purchase intentions. Product scarcity also have a significant impact on perceived value of users. Therefore, purchase intention of customers increases when perceived value increases their profit and pleasure feeling.