• Korean Journal of Human Ecology
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• v.9 no.4
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• pp.491-503
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• 2000

The purpose of this study is to investigate the purchase behavior, response, and complaining behavior for discounting claims in clothing products. The subjects are composed of 360 female consumers. Data were collected through questionnaire. Descriptive analysis was used for analysis of this study. The findings of this study were as follows: First, female consumer used department store for buying discount apparel products the most. The percentage of buying casual or sports wear for discounting was the most. Most consumers purchased clothing products when discounting at 20-40 percentages. Second, even if, consumers tended to distrust discounting claims, they were satisfied with discount apparel products. Especially, they were satisfied with price, design, color, and size, while they were dissatisfied with sewing and fabric in discount products. Third, most consumer knew the knowledge of consumer rights, but most dissatisfied consumers did not assert positive consumer's right. Therefore, marketer should increase the accessibility of their complaint receiving mechanism for dissatisfied consumers in retail environment.

• Journal of the Korean Society of Clothing and Textiles
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• v.21 no.8
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• pp.1307-1314
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• 1997

This study investigated the factors that influence consumers' distrust and consumers purchase intention for discounting, specifically discounting of clothes. Through literature, discounting rate, retailer type and brand reputation were identified as influencing factors and were tested. A 2$\times$2$\times$3 factorial design was used to test the effect of each factor on consumers' distrust and consumers' purchase intention for jean products. Retailer type was manipulated as high and low, brand reputation as well-known and less-known, and discount rates 10, 30 and 60%. An convenience sample of 165 female undergraduate students participated in the study. The data were analyzed using SPSS/PC+ The results showed that consumers did distrust discounting claims and consumers' distrust of the claims was greater for less-known brand. In addition, no significant effect of retailor type was found. Further effort is needed to generalize the result to different product categories.

• Asia Marketing Journal
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• v.13 no.3
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• pp.55-77
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• 2011

This study investigate the interaction effects of bundle price discount framing and message framing on consumer's attitude of bundle component. Although each effect of bundle price discount framing and message framing has been explored individually, few attempts have been made to invest them jointly. This study tests the interaction effects of bundle price discount framing and message framing on consumer's evaluation of bundle component. Moreover, this research focuses on consumer's evaluation of individual bundle component while the existing research on bundling primarily focused on consumer's evaluation of the bundle. Prior research suggests that consumers are sensitive to the framing of prices and discounts in the presentation of the bundle offer. For example, there is considerable evidence that partitioning or consolidating the prices of a bundle can influence the attractiveness of the bundle offer. Similarly, there is evidence that an equivalent price reduction to the overall bundle, one of the individual products in the bundle, or distributed among the individual products in the bundle can alter the perceived attractiveness of the offer (e.g. Chakravarti, Krish, Paul, and Srivastava 2002; Hamilton and Srivastava 2008; Janiszewski and Cunha 2004; Johnson, Herrmann and Bauer 1999; ; Morwitz, Greenleaf, and Johnson 1998; Yadav 1994; 1995). In line with these earlier research, this research suggests that the bundle type can influence the consumer's evaluation of bundle component. There are two types of bundle - mixed-leader bundle and mixed-joint bundle. In mixed-leader bundling, the price of one of the two products is discounted when the other product is purchased at the regular price. In mixed-joint bundling, a single price is set when the two product are purchased jointly. This study supposes that the teeth whitening product is the leader product in a mixed-leader bundle. So bundle price discount framing is manipulated such as "Buy the teeth whitening product (regular price \80,000) and get 50% discount on the functional toothpaste(regular price \40,000), special set price \100,000" or "Buy the functional toothpaste and the teeth whitening product as a set and get discount for the set, special set price \60,000". Message framing is manipulated through the product claims described in an advertising bill. The positive framing presents that "Over 95% of users achieved the expected 2-3 shades of improvement in two weeks" where as the negative framing presents "less than 5% of users did not achieve the expected 2-3 shades of improvement in two weeks". This study uses hypothetical brand name of the teeth whitening product and the functional toothpaste This study is based on a 2x2 factorial design with bundle discount framing (mixed-leader bundle vs. mixed-joint bundle) and massage framing (positive vs. negative). The dependant variables are consumer's perceived quality and attitude of the teeth whitening product The data reveals that two dependant variables are correlated, so the data is analyzed with two-way MANOVA. This research explores the significant interaction effect of bundle discount framing and message framing on consumer's perceived quality and attitude of the teeth whitening product. When the message framing is positive, consumer's perceived quality and attitude of the teeth whitening product is higher in mixed-leader bundle than mixed-joint bundle condition. However, when the message framing is negative, consumer's evaluation is higher in mixed-joint bundle than mixed-leader bundle. The author explains this result by stating that consumers are less likely to use heuristics such as price-quality association and value discounting hypothesis(Raghubir 2004) in the negative message framing condition. Additionally, consumer's perceived risk of the teeth whitening product in the negative message framing condition can be more reduced by the bundle partner(e.g. the toothpaste) in mixed-joint bundle than mixed-leader bundle. Based on the results, marketing managers are advised to use different bundle type based on message framing of their product.