• 한국의류학회지
• /
• 제22권7호
• /
• pp.851-861
• /
• 1998

The present study examined the consumer's evaluations of apparel quality and price, and the brand recognition according to the consumer's decision making styles(quality-conscious, brand-conscious, and price-conscious consumers). The two hundred and three subjects were asked to evaluate the quality and price of the two almost identical experimental blouses except for brand labels. One was the national brand, Keith and the other was the private brand, Ivy house. Also, the subjects were asked to answer if they recognize these two brands. The data were collected by self-administered questionnaire and were analyzed by frequency, percentage, one-way ANOVA, two-way ANOVA, and factor analysis. The results of the study were as floows: (1) Examining the perceptions of product qualities, generally speaking, all three types of the consumers evaluated the national brand's qualities more highly than those of the private brand. However, in-part, the price-conscious consumers evaluated some product charac-teristics more highly than those of national brand: touch of fabric, sewing, and the hemline finishing. (2) Investigating the perceptions of product prices, All three types of the consumers evaluated the price of the national brand more highly than that of the private brand. Among those, the price-conscious consumers recognized the price of the national brands most expensively. (3) Identifying the brand recognition of the two brands, the brand-conscious consumers showed the highest brand recognition and the price-conscious consumers showed the lowest brand recognition in both national and private brands, 51.9% of the total respondents identified the private brand showing comparatively high brand recognition. (4) Examining the relationship between the demographic factors and the consumer decision making styles, the monthly household income was statistically significant. Namely, 71.4% of the brand-conscious consumers have the monthly household income of 3,000,000 Won or higher which means that the higher monthly household income, the higher tendency to be brand-conscious consumers.

• 한국의류학회지
• /
• 제32권2호
• /
• pp.247-258
• /
• 2008

The purposes of this study were to investigate influences of consumer's shopping value, brand alliances and apparel product involvement on purchasing behavior. The subjects of 172 hedonic shopping value and 208 utilitarian shopping value were chosen to participated for data collection. The data was analyzed by factor analysis, cluster analysis, and ANOVA. The main results of study were summarized as follows: 1. When an Internet Private Brand(PB) did not form brand alliance with a National brand(NB), utilitarian shopping value consumers did not differ in preference irrespective of whether product involvement was high or not. However, when the PB formed brand alliance with well-known NB, they showed higher preference for the high involvement apparel product than the low involvement product. 2. When an Internet PB did not form brand alliance with well-known NB, the utilitarian shopping value consumers' word-of-mouth intention did not differ between the high involvement apparel product and low involvement apparel product. 3. It was revealed that when an Internet PB did not form brand alliance, the utilitarian shopping value consumers showed higher intention to purchase than that of the low involvement product.

• 한국의류학회지
• /
• 제30권8호
• /
• pp.1210-1221
• /
• 2006

The strength of the PB(Private Brand) is that it can eliminate intermediary in the distribution channel and thoroughly control the quality under its own name. This study has developed traditional studies on private brand proneness in approaching data processing and empirical point of view of a consumer's attitude buildup process on PB through 'recognition-attitude-action(behavioral attitude)'. The subjects of this study are consumers in their $20s{\sim}40s$ who are main customer groups of PBs. A screening process has taken place to select consumers with purchasing experiences of retailor PBs. The data is analyzed by 'Structural Equation Modeling' of Amos 5.0 to verify consumer attitude formation model on private apparel brand. The results generated from this study are as follows: First, the proposed consumer attitude model on private apparel brand consists of store evaluation, experiential product evaluation, cognitive product evaluation, hedonic attitude, utilitarian attitude and purchase intention. Second, not only positively influence on utilitarian attitude but hedonic attitude can arouse positive emotional reaction of a consumer. Third, the store evaluation is ahead of the product evaluation because PB is more related to the image of a store. The influence of the store on PB is relatively stronger when compared with NB.

• 한국유통학회지:유통연구
• /
• 제9권2호
• /
• pp.101-122
• /
• 2004

본 연구는 소매업체 이미지와 유통업자 상표 태도에 대하여 두 가지 대안적 모형의 적합성을 실증적으로 분석하는 것을 목적으로 하고 있다. 하나는 후광 효과 모형으로 소매업체 이미지가 유통업자 상표 태도에 후광 효과를 가진다는 모형이며, 또 다른 하나는 함의 개념 모형으로 유통업자 상표 속성에 대한 평가가 소매업체 이미지에 함축되어 유통업 상표 태도에 영향을 준다는 모형이다. 실증결과는, 두 가지 모형 중 적합한 모형의 결정에는 유통업자 상표에 대한 친숙성과 상품 유형의 조절효과가 있다는 것을 보여주었다. 즉, 친숙성이 높은 경우에는 함의 개념 모형, 친숙성이 낮은 경우에는 후광 효과 모형의 설명력이 높았으며, 유통업자 상표 식품의 경우 함의 개념 모형, 유통업자 의류의 경우 후광 효과 모형의 설명력이 높은 것으로 확인되었다.

• 산업경영시스템학회지
• /
• 제34권3호
• /
• pp.41-48
• /
• 2011

Recently, the increasing power of distributors has given them the opportunity of introducing private brand (PB) products. Based on the game theory, this study analyzes the decision making of a distributor regarding the optimal pricing and quality strategies for the PB product. By analyzing the game model, it is shown that the pricing mechanism heavily depends not only on the market power of the distributor but on the quality of the PB product. It is also shown that, counter intuitively, as the market power of the distributor increases, the optimal quality of the PB product should be decreased.

• 한국경영과학회지
• /
• 제37권4호
• /
• pp.1-18
• /
• 2012

With the enormous growth and various applications of private brands, national brand manufacturers are confronted with a dilemmatic situation. That is, paradoxically, some manufacturers have come to produce private brands of retailers which are potential competitors to their own brands. This study reveals why manufacturers with their own brands let themselves do the consignment production of retailers' private brands although those private brands may become strong competitors of their own brands and then investigates the condition in which manufacturers may benefit from such consignment production. Through an analysis of a game theoretical model assuming a monopoly market, the present study presents the theoretical backgrounds and provides new insights about consignment production of manufacturer with its own brand for retailer's private brand. First, such consignment production can play a role in mitigating the loss in the consignee manufacturer's own brand sales caused by the private brand in the competitive environment. Second, the effectiveness of such role is affected by the quality of the private brand produced under consignment. In other word, only if the consignee manufacturer keeps the quality of the private brand low, the manufacturer can maintain the benefit from its own brand. In addition, a consigner retailer needs to consider the final objective of launching its private brand, when it chooses its consignee manufacturer of the brand. Finally, a manufacturer with its own brand may consider consignment production as not merely an unavoidable option compelled by a retailer's power but a reasonable strategic choice to reduce the risk from competition.

• 산업융합연구
• /
• 제7권2호
• /
• pp.1-16
• /
• 2009

The Preference on private brand product is an growth trend more than any other distribution item, has increase, on this point of time a research on what is he is the influence factors on that is needed and on the basis of it, the positioning strategy of pricate brand product is necessary.

• 산경연구논집
• /
• 제9권3호
• /
• pp.81-87
• /
• 2018

Purpose - The perception of the quality of the consumer's distributor's brand(PBs) is generally perceived to be lower than that of the manufacturer's brand(NB), although it is a critical factor in determining the success of PBs. Accordingly, this study examines the characteristics of the convenience store PB products and their correlation with brand trust and purchase intent in the consumers who have had experience purchasing the convenience store PBs to expand the sales variables. Further, this research shows that the marketing strategy is to increase the share of PBs by providing an empirical analysis on the effect of the product attribute factors on the sales volume associated with brand trust, purchase intent, and others. Research design, data, and methodology - The survey period of this study was approximately three weeks from December 1, 2017 to December 21, 2017. The study samples that were taken from 100 random people extracted. The statistical analysis was carried out with multiple regression analysis using the SPSS statistical package. Results - The analysis shows that the brand credibility and purchasing intention were statistically significant differences between the private convenience store private brand products. Specifically, brand trust showed a statistically significant relationship the brand images and quality levels, but the perceived value was not affected statistically. Although the intent of the purchase showed a statistically significant relationship the quality level and the perceived value, the brand image was not statistically significant in its relationship. Conclusions - Overall, it has been established that the perception value does not statistically affect brand trust for convenience store PB products, and that the brand image has no statistically significant effect on the purchase intent. These results are analyzed to be due to the influence of brand in convenience stores themselves rather than brand trust and purchase intentions that affect sales performance, which is the property of private brand food and beverage products, the perceived value of their products. Accordingly, the study found that not only did the marketing performance of the convenience store PB products be improved statistically, but also the cause of the product attributes that were not statistically significant was identified.

• 한국유통학회지:유통연구
• /
• 제8권1호
• /
• pp.21-46
• /
• 2003

유통업체 브랜드의 중요성에도 불구하고 소비자들의 유통업체 브랜드에 대한 태도 형성에 영향을 미치는 요인들에 대한 연구는 그다지 많이 진행되어 있지 않다. 본 연구에서는 유통업체 브랜드에 대한 태도 형성을 이미지 일치성 관점에서 파악하고 있다. 즉, 유통업체 브랜드와 소비자 간의 이미지 일치성, 점포와 유통업체 브랜드로 사용되는 제품군 간의 이미지 일치성, 점포와 소비자 간의 이미지 일치성 등 세 가지 종류의 이미지 일치성을 중심으로 이들이 유통업체 브랜드에 대한 태도에 미치는 영향이 어떠하며 상호 간의 관계는 어떠한지를 알아보고자 하는 것이 본 연구의 목적이다. 연구 결과에 의하면 소비자 자신과 유통업체 브랜드 간의 이미지 일치성은 세 가지 이미지 일치성 중에서 유통업체 브랜드에 대한 태도 형성에 가장 중요한 영향을 미치는 것으로 나타났으며 점포와 제품군 간의 이미지 일치성도 매우 중요한 것으로 나타나고 있다. 점포와 소비자 간의 이미지 일치성이 유통업체 브랜드 태도에 미치는 효과는 가설과는 반대로 나타났으며 이에 대한 해석도 제공되고 있다.

• 산경연구논집
• /
• 제2권2호
• /
• pp.25-38
• /
• 2011

외환위기 이후 급격한 출점과 성장을 해온 대형마트 점포수가 이미 포화상태에 이르렀다는 우려의 목소리도 있지만 신규 출점은 계속적으로 지속될 전망이고 향후 대형마트 성장세는 둔화되나 점포수 등 외형적 성장은 계속되는 가운데 상품 차별화 추구, 고객니즈부응, 고마진획득 등이 지속적으로 가능해져 PB상품 개발이 불황 국면 극복을 위한 저성장 시대의 마케팅 전략의 하나로 자리 잡을 것으로 전망 된다. 또한 국내 3대 대형마트가 의류PB 브랜드를 계속적으로 출시, 확장하고 있는 상황과 운영전략에 대해 연구하고 이를 바탕으로 국내 대형마트의 PB의 성공사례와 문제점을 도출하여 PB의 필요성에 대해 차별화와 고이익 창출을 위한 성공적 전략 방안을 논의 하고자 한다. 본 연구는 대형 마트 PB의 개념과 전략 방안 및 성공사례와 전망을 살펴보고, 현재 전 세계적으로 빠른 성장을 보이는 PB를 단순히 유통업체가 상품을 유통시키면 된다는 제한된 역할 수행에서 벗어나, 제조업체가 지닌 유통 채널에 대한 지배력을 얻을 수 있다는 것을 의미 확장하여 설명하고자 한다. 이미 세계 주요 선진유통업체들은 자사의 상품차별화와 수익성향상을 위해 PB상품 개발에 많은 노력을 쏟고 있으며, 이를 통해 다국적전략 및 외형적 확장, 더불어 높은 재무성과를 창출하고 있는 좋은 사례는 쉽게 접할 수 있다. 따라서 본 연구는 국내 할인점의 포화에 따른 새로운 대안을 위해서는 차별화된 PB운영 전략이 필요함을 국내3개 주요할인점 사례를 통해 제시하였다. 특히 의류 PB상품은 철저한 시장분석과 디자인트렌드 및 고객니즈를 반영한 상품개발로 차별화된 상품력 및 고마진 획득을 통해 출점 정체된 대형마트 지속성장에 새로운 돌파구를 마련하는 좋은 계기를 줄 수 있는 시사점을 제공하여 할인점 출점 한계에 따른 새로운 상품전략 방안을 제시하였다. 본 연구는 할인점 주요 3개사의 경영실적과 세계 몇 개국의 대표적인 PB성공사례를 중심으로 연구하여 국내 전체 소매 산업에 일반화하기에는 다소 무리가 있다. 향후에는 국내에 입점된 다국적 SPA 브랜드와 국내 할인점 PB를 중심으로 비교분석하여 가치를 극대화한 의류PB 확대전략에 대한 추가연구가 필요하다.