• 산업경영시스템학회지
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• 제43권3호
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• pp.21-28
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• 2020

Aftermarket refers to a market in which a company sells complementary goods, replacements of parts, and upgrade or maintenance services to consumers after selling them main durable goods. Intuitively, consumers who purchase main durable goods become major potential customers in subsequent aftermarket. Thus the existence of the aftermarket has a significant impact on pricing of the main durable goods as well as the aftermarket products. In this study, we analyze the effect of aftermarket on the pricing strategy for a company selling both main durable goods and aftermarket products. To do this we first divided the market into markets where the aftermarket products are indispensable and optional. Based on the proposed market types, the profit maximizing solutions are derived using two-period model, and the impacts of consumers' undervaluation of aftermarket product prices on pricing strategy are analyzed. The results can be summarized as follows : (1) Regardless of the market type, the total profits were found to be inversely proportional to the consumer's awareness accuracy of product prices in the aftermarket. This is in line with marketing efforts that sales companies have made intuitively to make consumers underestimate the cost of the aftermarket. (2) If aftermarket product is indispensable, only revenue from the aftermarket is sought. On the other hand, if aftermarket product is optional, revenue from the main durable good as well as the aftermarket product will be sought simultaneously. (3) Moreover, when aftermarket product is optional, the lower the awareness accuracy of consumers, the higher the price and profit of the main durable goods, while the lower the price and profit of the aftermarket products. This is contrary to the intuition that the lower the consumer's valuation of the costs of aftermarket, the more advantageous it would be to rely on aftermarket products rather than on main durable goods.

• 가정과삶의질연구
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• 제29권4호
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• pp.61-74
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• 2011

The purpose of this study was to target digital generation consumers and determine potential effects of their demographic characteristics and variables concerning digital consumer information upon their characteristics in purchasing clothing. This study has its implications in the sense that it determines digital generation's awareness and reception of digital consumer information and their utilization of digital consumer information source, so that it can help understand digital generation consumers' behaviors of information search and the phenomena of digital market in this age of knowledge and information, and can ultimately provide reference data useful for guidance in favorable consumer life as well as consumer education based on digital devices. The results of this study can be summed up as follows: It is found that digital generation consumers reached higher level in the awareness of digital consumer information. The reception of digital consumer information and the utilization of digital consumer information source are found as middle level. Based on these results, this study can give the following suggestions for consumer education: Lately, digital devices have been widely popularized into larger number of users, so that we have more chances to buy desired products on the web or mobile device. In particular, the rate of clothing purchase on the web tends to increase year by year. However, our digital consumers still lack in their ability to utilize digital consumer information in terms of quantitatively increasing purchase of products on the basis of digital consumer information. Thus, it is necessary to provide consumers with a formulated education in their information search and shopping using digital devices, so that they will have better ability to use digital consumer information in the future.

• 한국생활과학회지
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• 제8권3호
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• pp.535-550
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• 1999

The purpose of this study was to find the awareness and attitudes of adolescent consumers toward Korean-made products with brand names of a foreign language. The survey method was utilized, and 393 middle and high school students were selected. The major findings were as follows; 1) 61.2% of the respondents have not awared the trend of foreign language brand naming of Korean-made products at all. 2) The respondents have awared the trend of foreign language brand naming of Korean-made products could affact adolescents' consumption culture. 3) The attitudes toward Korean-made products with brand names of a foreign language were found to be rather negative, and the attitudes toward the trend of a foreign language brand naming of Korean-made products were found to be also rather negative.

• 동아시아식생활학회지
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• 제19권1호
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• pp.116-129
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• 2009

The study was conducted to evaluate consumer awareness of the risk elements associated with foods and their information search behavior regarding food safety. The data were collected from 504 adult consumers living in Seoul, Busan, Incheon, Daegu, Daejeon, and Gwangju through a self-administered questionnaire on August, 2006. Frequency analyses, t tests, one-way analysis of variance, and Duncan's multiple range comparison tests were conducted to analyze the responses using SPSS v. 14.0. The levels of recognition of consumers regarding each risk element were generally low. Many respondents answered that they obtained information regarding food safety from TV/radio/newspapers and family/relatives/friends/neighbors. The respondents also indicated that they had strong confidence in the information from family/relatives/friends/neighbors. Additionally, most respondents required information regarding heavy metal contamination, endoctrine disruptors, and avian influenza.

• 한국산림과학회지
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• 제96권5호
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• pp.533-538
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• 2007

This study was conducted in the spring of 2005 through personal interviews to examine the opinions of forest products manufacturers and consumers about the perspective of forest certification in South Korea and to characterize those consumers who expect the activation of a forest certification system in South Korea. Study results indicated that consumers showed more positive aspect for the activation of forest certification than forest products manufacturers. Respondents who had a negative view for establishing a forest certification system in South Korea pointed out a lack of customers' demand for certified wood products as the most important reason. Results also showed that, even when a forest certification system would be introduced as a possible policy for helping to attain sustainable forest management, it would take at least 5 to 10 years to establish a forest certification system in South Korea. To facilitate the establishment of the system, many respondents suggested that an increased public awareness of forest certification systems was the most required precedent condition, and government for manufacturers and forest management association for consumers had to certify forest management practices as a competent organization. A profile of consumers who expected the activation of a forest certification system would describe in relative terms as the highly educated female who interviewed in the city of Seoul and of the 20 age bracket. Although there were an increased public awareness and positive prospective of forest certification by consumers and forest products manufacturers, it is required to arouse much more interest of consumers about the system.

• 한국의류산업학회지
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• 제9권4호
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• pp.401-408
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• 2007

The study aims to examine consumer awareness of green fashion products and demographic characteristics by subdividing environmentally conscious consumers of such products in the current domestic fashion market. It then compares the result with the characteristics of environmentally conscious consumers studied by 1999 in order to understand the trend of the consumer group in the fashion market and to promote the use of green fashion products. Marketing strategies for green fashion products suggested by the study are as follows: First, fashion firms are required to develop and publicize shops selling recycled or second-hand clothing that environmentally conscious consumers show constant interest. For instance, clothing patterns may be developed to enable consumers to make their kids' clothing easily at home, and various garments made from recycled materials may stimulate environmentally conscious consumers' desire to buy. Particularly, advanced technologies should be developed and publicized to manufacture garments that can excel existing ones made of normal materials in their features in order to satisfy consumers' interest in clothing made from recycled PET bottles. In addition, various natural dyes should be developed to decrease water pollution. Second, it seems imperative to develop clothing made of recycled knitted apparel that attracts consumers' interest more than ever, fashionable multi-purpose clothing, and environmentally friendly materials. As the use of natural fur or leather can cause the endangerment of wild animals and the destruction of the ecosystem, synthetic fur or leather may be used to develop sophisticated products with the same texture as real ones to attract environmentally conscious consumers' interest.

• 디지털융복합연구
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• 제11권3호
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• pp.85-93
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• 2013

본 연구는 논쟁적인 광고 표현들에 대한 한중 소비자들의 인식을 조사하였다. 즉, 문제가 되는 광고유형들에 대하여 소비자들이 어떠한 윤리적 평가를 하고 있는가를 알아보았으며, 또한 한중 소비자들의 광고윤리지각 평가에 차이가 있는가를 확인하였다. 또한 이러한 한중 소비자들이 광고 유형에 대한 평가에서 소비주의촉진 인식과 관련성이 있는가를 분석해 보았다. 연구결과 첫째, 광고의 부정적 역할 측면에서 중국소비자의 긍정인식이 유의미하게 높게 나타났다. 반면 긍정적 역할 인식에서 한국소비자들의 인식이 높게 나타났다. 둘째, 어린이를 대상으로 하는 광고에 대해 한국소비자가 중국소비자에 비해 긍정응답이 높게 나타났다. 셋째, 성적소구 광고에 대해 중국의 소비자들이 한국소비자들에 비해 매우 관대하게 생각하는 것으로 나타났다. 넷째, 담배광고에 대해 한국과 중국소비자 모두 담배광고에 대해 부정적인 윤리지각을 보였다. 다섯째, 불쾌한 광고에 대해 인종차별과 같은 광고게재 행위에 대해 양국 소비자 모두 매우 부정적인 의견을 보였으며, 에이즈 확산을 위해 콘돔광고 허용에 대해 양국 소비자 모두 긍정응답을 나타내 보였다. 본 연구결과는 중국에 진출하고 있는 한국기업의 경영자 및 광고대행사의 광고실무자에게 효과적인 메시지 수용전략을 세우는데 활용가능 할 것이다.

• Journal of Korea Trade
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• 제25권3호
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• pp.87-115
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• 2021

Purpose - Brand equity has emerged as an indispensable marketing tool for firms engaging their business in developing nations. This study proposes that the country of origin image and advertising will affect the Korean brand equity formation, which leads to repurchase intention of Korean brands. In the study, attitude factors are applied in brand equity theory to predict repurchase intention of Korean brands. Cognitive brand equity, such as brand awareness, brand association, brand image and attitudinal brand equity, such as perceived quality and brand loyalty are considered with regards to their attitude towards the Korean brand. Design/methodology - A total of 178 Myanmar consumers out of 200 participants who have used Korean brands answered the survey and data were analyzed through SmartPLS 3.3.2 version. PLS-SEM is considered a more suitable analysis to pin down and evaluate the cause-effect relationship among all of the constructs with relatively complex models. Findings - Our results substantiate that the country of origin image positively affects brand awareness, brand associations, and brand image and advertising awareness positively affects brand awareness. Brand awareness gives positive effect only on brand association, which sustains a positive effect on brand image and brand loyalty. Brand image only has a positive effect on perceived quality, which again affects repurchase intention and brand loyalty. Brand loyalty also shows a positive effect on repurchase intention. Originality/value - Brand equity dimensions were viewed as cognitive and attitudinal outcomes of brand equity which affects repurchase intention. The drivers of brand equity were considered from the perspective of country of origin image that firms cannot control or mange, and advertising awareness which firms can control and manage. The findings also explored the relationships between cognitive and attitudinal brand equity.

• 대한가정학회지
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• 제43권6호
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• pp.171-182
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• 2005

This study discusses the environmental awareness and the second-hand clothing usage of those consumers who actively purchase used clothing through a clothing swap at a used clothing market. The study used the questionnaire method, weか the subjects being those with experience of buying second-hand clothing. The findings were as follows. 1. The group of higher environmental awareness differed from the group with low environmental awareness in terms of donating or swapping clothing at a green store or in terms of discontinuing the wearing of used clothing bought from a green store. 2. The higher environmental awareness group valued fashion, status symbols and the alignment with others while the group with low environmental awareness valued comfort and economy more than those with the higher environmental awareness. 3. It was discovered that environmental awareness, education and income levels were interrelated.

• 한국콘텐츠학회논문지
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• 제22권10호
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• pp.252-260
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• 2022

국가 푸드플랜은 건강하고 품질 좋은 먹거리를 국민들에게 공급할 수 있는 체계 구축을 목표로 하며, 이와같은 푸드플랜 활성화에는 시민의 관심과 소비자의 참여가 중요함으로 푸드플랜에 대한 소비자 인식에 대한 비교 연구가 필요하다. 이에 따라 본 연구에서는 소비자의 푸드플랜에 대한 인지 및 이해를 제고하고, 소비자의 인식 수준에 따른 푸드플랜 관련 농업·농촌에 대한 인식 및 농·식품 소비 행태를 조사 분석 하고자 한다. 분석결과, 소비자는 푸드플랜 관련 인식 수준 상·중·하의 3그룹으로 분류하였으며, 푸드플랜 인식 수준 그룹에 따른 결혼여부 관계에서는 미혼은 하위그룹, 기혼은 상위그룹의 비율이 높으며, 연령에서는 가장 낮은 연령대와 가장 높은 연령대는 상위그룹에 비중이 높고 중간 연령대는 하위그룹 비중이 높게 나타났다. 푸드플랜 인식이 높은 그룹일수록, 농축산물 구입 시 친환경 식품 또는 동물복지 식품 중요성과 브랜드의 중요성 인식이 높고, 먹거리 생산 과정 관심정도가 높게 나타났다. 또한 푸드플랜 관련 인식이 높은 그룹 일수록 푸드플랜 관련 모든 항목에서 인식이 높게 나타났다. 본 연구에서 푸드플랜 인식 수준 그룹에 따른 인구학적 특성, 푸드플랜 관련 농업·농촌에 대한 인식 및 농·식품 소비 행태에 차이가 나타나는 것을 알 수 있다.