• Title/Summary/Keyword: Marketing power

Search Result 392, Processing Time 0.023 seconds

To Donate or Not: Effects of Price Difference and Reference Groups on Intention to Purchase a Donation Option (소비자는 기부를 선택할까: 가격차이, 준거집단이 기부옵션 선택에 미치는 영향력 검증)

  • Sei Jin Park;Sojin Jung
    • Fashion & Textile Research Journal
    • /
    • v.26 no.3
    • /
    • pp.239-250
    • /
    • 2024
  • This study aims to investigate the factors influencing donation intention when the option to donate is presented during a purchase decision. Through an experimental design, we examined how price differences and reference group effects impact donation intention. We created stimuli with three price difference conditions (high, low, and control) and two levels of referent power (high and low), and involved 480 Korean consumer panels in the experiments. After controlling for psychological reactance levels, a two-way MANCOVA confirmed the main effects of price difference and referent power but found no interaction effect between these variables. Notably, consumers were less likely to feel guilty for not selecting the donation option when its price was slightly higher than that of the non-donation option, compared to the scenario where the prices were the same. Additionally, consumers exposed to high referent power experienced greater irritation, guilt, and shame if they did not choose the donation option compared to the low referent power group. Multiple regression results showed that guilt significantly influenced the intention to purchase a donation option, whereas irritation and shame did not. These findings suggest that understanding situational factors such as price differences and referent power can help develop effective marketing strategies and encourage voluntary participation in donations.

Antecedents of Manufacturer's Private Label Program Engagement : A Focus on Strategic Market Management Perspective (제조업체 Private Labels 도입의 선행요인 : 전략적 시장관리 관점을 중심으로)

  • Lim, Chae-Un;Yi, Ho-Taek
    • Journal of Distribution Research
    • /
    • v.17 no.1
    • /
    • pp.65-86
    • /
    • 2012
  • The $20^{th}$ century was the era of manufacturer brands which built higher brand equity for consumers. Consumers moved from generic products of inconsistent quality produced by local factories in the $19^{th}$ century to branded products from global manufacturers and manufacturer brands reached consumers through distributors and retailers. Retailers were relatively small compared to their largest suppliers. However, sometime in the 1970s, things began to slowly change as retailers started to develop their own national chains and began international expansion, and consolidation of the retail industry from mom-and-pop stores to global players was well under way (Kumar and Steenkamp 2007, p.2) In South Korea, since the middle of the 1990s, the bulking up of retailers that started then has changed the balance of power between manufacturers and retailers. Retailer private labels, generally referred to as own labels, store brands, distributors own private-label, home brand or own label brand have also been performing strongly in every single local market (Bushman 1993; De Wulf et al. 2005). Private labels now account for one out of every five items sold every day in U.S. supermarkets, drug chains, and mass merchandisers (Kumar and Steenkamp 2007), and the market share in Western Europe is even larger (Euromonitor 2007). In the UK, grocery market share of private labels grew from 39% of sales in 2008 to 41% in 2010 (Marian 2010). Planet Retail (2007, p.1) recently concluded that "[PLs] are set for accelerated growth, with the majority of the world's leading grocers increasing their own label penetration." Private labels have gained wide attention both in the academic literature and popular business press and there is a glowing academic research to the perspective of manufacturers and retailers. Empirical research on private labels has mainly studies the factors explaining private labels market shares across product categories and/or retail chains (Dahr and Hoch 1997; Hoch and Banerji, 1993), factors influencing the private labels proneness of consumers (Baltas and Doyle 1998; Burton et al. 1998; Richardson et al. 1996) and factors how to react brand manufacturers towards PLs (Dunne and Narasimhan 1999; Hoch 1996; Quelch and Harding 1996; Verhoef et al. 2000). Nevertheless, empirical research on factors influencing the production in terms of a manufacturer-retailer is rather anecdotal than theory-based. The objective of this paper is to bridge the gap in these two types of research and explore the factors which influence on manufacturer's private label production based on two competing theories: S-C-P (Structure - Conduct - Performance) paradigm and resource-based theory. In order to do so, the authors used in-depth interview with marketing managers, reviewed retail press and research and presents the conceptual framework that integrates the major determinants of private labels production. From a manufacturer's perspective, supplying private labels often starts on a strategic basis. When a manufacturer engages in private labels, the manufacturer does not have to spend on advertising, retailer promotions or maintain a dedicated sales force. Moreover, if a manufacturer has weak marketing capabilities, the manufacturer can make use of retailer's marketing capability to produce private labels and lessen its marketing cost and increases its profit margin. Figure 1. is the theoretical framework based on a strategic market management perspective, integrated concept of both S-C-P paradigm and resource-based theory. The model includes one mediate variable, marketing capabilities, and the other moderate variable, competitive intensity. Manufacturer's national brand reputation, firm's marketing investment, and product portfolio, which are hypothesized to positively affected manufacturer's marketing capabilities. Then, marketing capabilities has negatively effected on private label production. Moderating effects of competitive intensity are hypothesized on the relationship between marketing capabilities and private label production. To verify the proposed research model and hypotheses, data were collected from 192 manufacturers (212 responses) who are producing private labels in South Korea. Cronbach's alpha test, explanatory / comfirmatory factor analysis, and correlation analysis were employed to validate hypotheses. The following results were drawing using structural equation modeling and all hypotheses are supported. Findings indicate that manufacturer's private label production is strongly related to its marketing capabilities. Consumer marketing capabilities, in turn, is directly connected with the 3 strategic factors (e.g., marketing investment, manufacturer's national brand reputation, and product portfolio). It is moderated by competitive intensity between marketing capabilities and private label production. In conclusion, this research may be the first study to investigate the reasons manufacturers engage in private labels based on two competing theoretic views, S-C-P paradigm and resource-based theory. The private label phenomenon has received growing attention by marketing scholars. In many industries, private labels represent formidable competition to manufacturer brands and manufacturers have a dilemma with selling to as well as competing with their retailers. The current study suggests key factors when manufacturers consider engaging in private label production.

  • PDF

엑셀 2002 통계함수의 번역 오류

  • Lee, Jeong-Yong
    • Proceedings of the Korean Statistical Society Conference
    • /
    • 2003.05a
    • /
    • pp.219-224
    • /
    • 2003
  • Translation errors in the statistical funtions of the Korean Excel 2002 software are analyzed into three categories: Pure translation mistakes; Vague translation; Inconsistent translation. These errors have not been corrected at least for the last ten years and therefore, it is suspicious that the Korean agents for foreign software companies are more interested in marketing with monololy power than in improving quality of their products

  • PDF

The policy to support the development of oriental cosmetics (한방화장품의 발전을 위한 정책방향)

  • Ahn, Yung-Sung;Kang, Jae-Hun;Lee, Eun-Mi
    • Korean Journal of Korean Medical Institute of Dermatology and Aesthetics
    • /
    • v.1 no.1
    • /
    • pp.158-175
    • /
    • 2005
  • The research and development of oriental cosmetics should be the national strategic industry because the oriental cosmetics have competitive power. To activate the industry of oriental cosmetics the support of government is needed. The governments should know the value of oriental cosmetic industry and invest the research and development. The prolonged investment on research and marketing of company and support of government will make the oriental cosmetics progress.

  • PDF

A Study on the Culture Marketing Using the "Digital Costume Avatar"

  • Kim, Young-Sam
    • Proceedings of the Korea Society of Costume Conference
    • /
    • 2003.10a
    • /
    • pp.77-77
    • /
    • 2003
  • If we look closely to the power shift of the powerful countries historically. during the 16th century Spain's power came from gold, colony trade, the mercenary force, close relation with the thrown, 17th century Netherlands owes their power to trade, capital market, the marines, 18th century France owes it to population, agriculture, public administration, and the army. Also, England had their industry, political unity, finance and trust, the marines, liberalistic principles, a geographical merit of being an island which can be defended well and the 20th century America has their cosmopolitan culture, supernational communication, the capacity of the economy, science technology, military strength, alliances, liberalism international formation. But in the 21st century culture and art will prevail over the information age where technology and knowledge was the key, and it is predicted that this will be the source of power for a strong country. Rolfe Yesson, the head of The Copenhagen Research Center for future studies said, "Information age has ended and in the future Dream Society will arrive which focuses on making distinctions by delivering dreams and emotions to consumers". As cyberspace gradually substitutes reality, cyberspace has become more than an information search engine and has become a place where people fulfill their desires and exchange culture. And as a medium for diffusing culture, the importance of the digital dress-up avatar is predicted to increase gradually.gradually.

  • PDF

Cultural Characteristics and Product Appeals Reflected on Fashion Ads (패션상품의 광고에 나타난 문화적 특성과 소구유형)

  • 전양진
    • Journal of the Korean Society of Clothing and Textiles
    • /
    • v.26 no.8
    • /
    • pp.1196-1204
    • /
    • 2002
  • This research was to see if the fashion product ads are standardized or differentiated, and to find what were the determinants if any differentiation existed. The purpose of this study was to identify cultural characteristics significant on marketing fashion produce. In addition, the relative importance of product appeals between rational and emotional in the fashion ads was examined. Hofstede's(l991) three cultural characteristics dimensions such as individualism-collectivism, power distance, masculinity-femininity were used. Content analysis was applied in the study. Magazine ads of apparel, cosmetics and accessories were collected from France, Japan, Korea and the US in 1999-2000. Cultural characteristics of the fashion ads were evaluated and compared in terms of country, product type and product involvement. Also ten consumption appeals were examined for county and product type. ANOVA, Duncan test and $X^2$ test were applied to analyze data. The results were shown as follows: First, all the cultural characteristics such as individualism-collectivism, power distance, and femininity-masculinity were different among countries. Second, two product appeals were significantly different among countries. Hedonic appeals were dominant fur France and the US while those were not for Korea and Japan. Third, product involvement level had significant impact on power distance characteristic and product appeals. Ads of high involvement fashion goods showed larger power distance and more emotional appeals. In conclusion, global fashion ads should be differentiated in terms of some cultural characteristics and product appeals.

Consideration of Traditional Markets' Impact on the Self-Consciousness of Retailers: A Focus on the S Marketing Area (전통시장 상권 활성화에 대한 상인들의 의식구조 고찰 : S상권을 중심으로)

  • Kim, Min-Soo;Jeon, Jin-Ho;Lim, Jin
    • Journal of Distribution Science
    • /
    • v.12 no.2
    • /
    • pp.17-25
    • /
    • 2014
  • Purpose - This study used empirical methods to investigate the consciousness structure of vendors in the S marketing area, which is a commercial revitalization district in the country, and examined its effect on their business activities. Based on the results derived through the performance of an actual proof analysis, this study aims to facilitate the promotion of changes in the consciousness structures of traditional market vendors, with a view to allowing them to adapt to the current economic realities in the country. Further, this study aims to provide suggestions that would improve the efficiency of the commercial revitalization program of the government. Research design, data, and methodology - This study examined all the stores in the S marketing area using a questionnaire survey conducted over three weeks beginning on July 4, 2012, and involved the performance of a data analysis on 1,859 samples. The questionnaire consisted of two parts. The first part addressed the market revitalization and the second part addressed the store management strategies. Questionnaire responses were calibrated based on a Likert scale. Statistical analysis was conducted using PASW version 18.0. Results - The results of the analysis of the consciousness structure of merchants in the S marketing area have led to the discovery that they have a medium level of satisfaction with market revitalization. There was a difference in the perceptions of the concept of store management between merchants and customers. Merchants have poor strategies for store management, which do not go much beyond an imitation of the practices of large domestic discount stores. Conclusions - The appearance of big discount stores and the accompanying changes in people's consumption patterns have led to a decline in local market areas. The government has sought new ways to secure autogenic power for local markets. To create regional economies, the government enacted a revised "Law for creating traditional markets and shopping streets" in 2010 and introduced a commercial district revitalization program. This program, which originally supported only the S marketing area, has subsequently expanded into neighboring shopping districts so that the whole of the regional market can be revitalized. However, since the revitalization of the traditional market and the government support required for it were mostly limited to facilities, the result has not proved to be effective. Although there are several reasons why the government investment was characterized by poor efficiency, traditional market vendors' consciousness structure, which did not adapt well to the vagaries of time and its consequent changes, was a major cause. Only when vendors have a true merchant spirit can they have a real service focus that will enable them to clearly understand the distribution organization. This will have the effect of bring about complete customer satisfaction and will ensure the survival and development of traditional markets.

Optics of Refractometers for Refractive Power Measurement of the Human Eye

  • Ko, Dong-Seob;Lee, Byeong-Ha
    • Journal of the Optical Society of Korea
    • /
    • v.10 no.4
    • /
    • pp.145-156
    • /
    • 2006
  • In the field of ophthalmology, many diagnostic instruments based on optical technology have been developed, such as refractometer, keratometer, corneal mapper, tonometer, fundus camera, slit lamp, laser scan ophthalmoscope and optical coherence tomography. Among them, the refractometer that is used for measuring the refractive power of the human eye has the long research history and various types have been developed. However the efforts to realize more accurate and precise measurement are still in progress. The wavefront analyzer commercialized in recent years is an excellent outcome of such efforts. In this paper, a brief account of the developmental history of various refractometers including the wavefront analyzer is summarized, and the underlying measurement principle is introduced in the view of optics. Finally, the technical issues that should be solved for getting better performance are discussed.

A Study on Ceramics Brand Certification Achievement of Kyeonggi (경기 도자기산업 안전 및 브랜드 인증제도 수행에 관한 연구)

  • 김창식;양광모;전형정;강경식
    • Proceedings of the Safety Management and Science Conference
    • /
    • 2004.05a
    • /
    • pp.169-172
    • /
    • 2004
  • Is entering in age that brand becomes consumer's goods purchase standard as income level is improved, dying injunction brand is trend that governing power in the world market is expanded as international economy does single market. Therefore, do to support market public information and marketing because do it so that may improve product level because introduces and operate system brand of our ceramics by ceramics market possession of advanced nation such as the United States of America, Japan, Britain and utilizes cooperation brand of medium and small enterprises product eternal generation and improves ceramics market competitive power in inside and outside of the country.

  • PDF

The Method of Voluntary Record Reflection for New Employment (신입사원 채용시 사회봉사실적 반영방안)

  • Lee, Seong-Cheol;Lee, Eun-Sung
    • Journal of the Korea Safety Management & Science
    • /
    • v.12 no.3
    • /
    • pp.303-313
    • /
    • 2010
  • As more and more the social environment change, the companies try to improve industrial structure. The role of enterprise changed direction from position power to communication power. Social contributed activity - representative of social responsible activities in companies - is means of communication with the community and new marketing strategy. The most important element of successful social contributed activity is member's volunteering minds. Volunteer mind based on practical behavioral philosophy. This is right people for company. In this paper, we discussed company social responsibility and suggested standard guide line for voluntary record reflection when the company hire new employees.