• 한국의류학회지
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• 제23권3호
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• pp.373-384
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• 1999

The purposes of this study were 1) to test the differences between two groups who have high and low purchase of apparel in low-price retailing concerning consumers' beliefs and attitude toward low-prce retailing 2) to identify differences between these two groups in type of information search and use of information sources and 3) to investigate differences between department store and low-price retailing in consumers' satisfaction toward products and purchase frequencies of apparel items and differences between two groups in demographic variables. The data were collected via a self-administeered questionnaire from 474 femail adults in Seoul Korea and analyzed by factor analysis t-test and paired t-test. The results of this study were as follows : First based on a series of t-test and paired t-test. the results showed that those who had a high purchase of apparel in low-price retailing had significantly higher belief scores on all of the five store attributes and a more favorable attitude toward low-price retailing than did those who had low purchase. Second those who had high purchase of apparel in low-price retailing had significantly higher scores on ongoing and prepurchase information search and on use of mass media information and interpersonal information source than did those who had low purchase. Third in case of high purchase consumers of apparel in low-price retailing there were not found significant differences between department store and low-price retailing there were not found significant differences between department store and low-price retailing in purchase frequency on man's and women's casual wear of department stores than low-price retailing. However low purchase consumers of apparel in low-price retailing revealed significantly higher purchase frequency on all of seven apparel items of department stores than low-price retailing. Finally there were significant differences between two groups in demographic variables. The papers discussed theoretical implications as well as manageral implications.

• 복식
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• 제66권2호
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• pp.1-14
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• 2016

This study was intended to investigate the influences that consumer's price sensitivity, bundle discount type, and price level of the male cosmetics have on consumer attitude. The design of this research was comprised of $2{\times}2{\times}2$ mixed design studies. The first element was high price sensitivity vs. low sensitivity, the second element was the bundle discount type (mixed leader vs. mixed-joint), and the third element was the price level of male cosmetics (high-price brand vs. low-price brand). The results of this study showed that price sensitivity, bundle discount type and price level of male cosmetic had a statistically significant interaction effect on the consumer's quality perception. The quality perception of low-cost brands for high price sensitivity/mixed-joint bundle group was low. The quality perception of low-cost brands for mixed-leader bundled groups did not change significantly even when the price sensitivity became higher. However, it can be seen as the same result that the overall value is higher when suggested the price information in Mixed-leader bundle than Mixed-joint bundle. In particular, this study suggests that price information should be presented in mixed-leader bundles for high price sensitivity and low cast brands.

• 대한가정학회지
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• 제37권4호
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• pp.41-58
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• 1999

The purposes of this study were 1) to segment the market based on purchase frequency of products such as apparel, food, home electronics, life commodity in department store and low-price retailing, 2) to identify differences among segments in belief and attitude toward each store, purchase frequency of apparel items in each store and demographic variables. The data were collected via a self-administered questionnaire from 274 married women living in Seoul, Korea and analyzed by factor analysis, cluster analysis, one-way ANOVA and x$^2$-test. The results of this study were as follows: First, using cluster analysis on purchase frequency of products in each store, four groups were identified and labeled as department store patronage/ non-purchasers of apparel in low-price retailing(25.2%), purchasers of apparel in department store and low-price retailing(16.8%), low-price retailing patronage(30.3%) and non-purchasers of products in department store and low-price retailing(27.0%). Second, a series of one-way ANOV As revealed significant differences among four segments on beliefs of low-price retailing(four store attributes: price and variety of apparel product, facilities for convenient shopping, promotion, brand-reputation and fashionability of apparel product) and department store(three store attributes: price and variety of apparel product, facilities for convenient shopping and promotion) and attitude toward low-price retailing and department store. Attitude toward each store was yielded using Fishbein's multiattributes model. There were also significant differences among groups in purchase frequency of seven apparel items in low-price retailing and six apparel items in department store, and six demographic and personal variables(age, educational status, type of husband's occupation, monthly income and housing). Finally, the papers discussed manageral implications for each segments as well as theoretical implications.

• 유통과학연구
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• 제12권10호
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• pp.123-128
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• 2014

Purpose - The purpose of the study is to reexamine the price fairness as practiced by low cost airlines, as a consumer has to experience such inconveniences as inferior airport transportation, extra fees on in-flight meals, and non-negotiable seats, and consumers evaluate such experiences keeping in mind their total costs. This evaluation includes price fairness and allows a reasonable and overall consideration of factors of low cost airlines. It tries to set up a measurement of the indicators consumers' perceptions of price fairness academically as it adapts price fairness to airline services which are renowned for price volatility. Research design, data, and methodology - The research proposes an alternative pricing strategy for the long term profit of low cost airlines after going over conflicts between the traditional theory of consumers' price perception mechanism and flexible fair policy of low cost airlines. It was meaningful when it relates to the early stage of the business, while it enhances the risks relating to the long term survival of low cost airlines. In addition, it is significant as it highlights the negative influences on consumers' perceptions of price fairness, as low cost airlines run on extremely low cost perspectives. Results - The results of the research provide insight into four perspectives, as consumers' perceptions of price fairness are influenced by the frequency and range of price changes and services. The first perspective is that it would lead to positive price evaluation when a low cost airline cuts prices frequently with little changes than one big change. It also would lead to the same result when it comes to necessary services. The second perspective is that one big increase of price would rather undermine the negative aspects of price changes than those of several smaller ones. The third perspective is that additional services would be good to consumers' perceptions of price fairness as compared to discount benefits with respect to the cost. Finally, a low cost airline should consider that consumers will change airlines or defer their flight schedule if the flight fares increase beyond their limits. Conclusions - Low cost airlines should reconsider their pricing policies for services that were provided free earlier. A consumer would not like discount benefits when made to pay for services that were, for long, free of charge. If a low cost airline can provide services with no charge, it should improve volumes if the costs are standardized and, moreover, should consider the charging fees. Alternatively, a consumer can choose between services and fair discount. Low cost airlines are implementing sales promotion strategies, as the competition is more intense than it used to be. In these days, they should regard services over sales promotion, as consumers may prefer to spend money on good premium services. Some differentiation in services could create a good market position for the airlines and, hence, good financial performance.

• 한국의류학회지
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• 제25권6호
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• pp.1025-1036
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• 2001

This paper explores the effects of price discount frequency on consumer evaluation of clothing brand equity as well as the impact on consumers who exhibit different consumer characteristics. Following a preliminary investigation, two clothing brand groups were identified according to the frequency of their price discounts, one with a high frequency of price discounts, the other with a low frequency. Each brand group consisted of three women's clothing brands. A questionnaire was developed and administered to 351 females between the ages of nineteen and thirty-four in October 2000. The questionnaire included questions on evaluations on clothing brand equity (i.e., perceived quality, brand image, perceived value, reliability and brand knowledge), on consumer characteristics (i.e., clothing knowledge, clothing evaluative criteria, price perception and demographic characteristics), as well as on price discount frequency. Statistical tests, such as factor analysis. t-test and pearson's correlation, were used to analyze the data. Results of this research showed that price discount frequency negatively impacted consumer perception of clothing brand equity. The negative influence was particularly strong on the perceived quality and brand image dimensions of brand equity. The findings also suggested the effect of price discount frequency on consumer assessment of clothing brand equity was related to consumer characteristics as well. The equity of the clothing brand group with a low frequency of price discounts was positively related to clothing knowledge, price-quality inference, price-prestige inference, sale prone-ness. price mavenism, valuing the fashionable and symbolic uses of clothing and family income. On the other hand, it was negatively related to low price consciousness. The equity of the clothing brand group with a high frequency of price discounts was positively related to utilitarian economic aspects of clothing values as well as to low price consciousness. To establish and maintain high brand equity, marketers must pay attention to the frequency of price discount as it may have a negative impact on clothing brand equity.

• Asia Marketing Journal
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• 제14권1호
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• pp.53-81
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• 2012

묶음제품의 매력도를 증가시키기 위해 소비자들이 번들 오퍼에서의 가격 제시 프레이밍(framing)에 민감하다는 것을 이해할 필요가 있다. 동일 가격을 할인하더라도 묶음제품 요소 중 어느 요소에 가격할인을 표시하느냐에 따라 소비자의 묶음제품에 대한 지각된 매력도를 바꿀 수 있기 때문이다. 선행연구는 더 중요한 제품 요소에 할인이 할당될 때 효용이 증가한다는 주장과 덜 중요한 제품 요소에 할인을 위치시키는 것이 선호를 증가시킨다는 주장을 동시에 보이고 있다. 본 연구는 선행연구를 보완하여 묶음제품 가격 할인 제시 프레이밍효과에 대한 새로운 기제를 제시한다. 그리고 선행연구에서 믹스드(mixed)된 결론을 보이는 이유를 분석하여 밝힌다. 본 연구는 현실적인 번들링 전략 사용 상황을 고려하였으며, 좀 더 리얼한 번들링 세팅을 이용하여 가격 할인 제시 프레이밍 효과를 조사하고, 순수번들 및 혼합번들을 포함한 다양한 묶음제품을 이용하여 품질 불확실성 지각에 따른 조절효과를 분석하였다. 본 연구 결과, 소비자들은 높은 소비 혜택(high consumption benefit)보다 낮은 소비 혜택(low consumption benefit) 요소에 가격 할인을 위치시키는 것을 더 선호하였다. 가격민감성(price sensitivity)이 주요혜택에서는 낮고, 낮은 혜택에서는 높기 때문에 동일 가격이 할인될 때 낮은 혜택을 할인한 매장 제품에 대한 평가가 더 높게 나타났다. 또한 구매 시점에서 품질의 불확실성(perceived uncertainty of product quality)이 높을수록 가격민감성이 혜택 지각에 가지는 효과가 더 커지고 있었다. 본 연구의 공헌은 소비 혜택 지각 및 가격민감성 기제와 지각된 품질 불확실성의 조절효과를 통해 선행연구를 통합하고, 가격 제시 형태의 프레이밍 효과를 명확하게 설명하였다는 점이다.

• 농업과학연구
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• 제12권2호
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• pp.341-348
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• 1985

This study aims at analysis hog cycles and seasonal price patterns, and at develop the procedure for price forecasting based on the relative price ratios by farmers. Seasonal price patterns have been a persistent feature of hog markets. Some month have historically high price and other months historically low price. Hog price tend to be high in Feb, May, June, Sept, winter (Nov. to Jan.) and tend to be low in the other months. There have been four price cycles for 12 years, 1972-1984, the length of the hog price cycle has varied from 24 month to 42 months, with the irregular frequency. The increasing period of the price cycle lasted 23 months and the decreasing period of the price cycle lasted 13 months. Tables 2, 3, 4 in this study show average hog price ratios and the number of times price fall, rose for one, two, and three months ahead of each calendar month.

• 유통과학연구
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• 제13권4호
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• pp.55-64
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• 2015

Purpose - Multi-dimensional prices comprise multiple components such as monthly payments and a number of payments rather than a single lump-sum amount. According to previous studies, an increase in the number of price dimensions leads to a massive amount of cognitive stress resulting in incorrect calculation, and deterioration in the consistency of the price judgment. However, an increase only in the level of complexity of calculating multi-dimensional prices does not always result in a corresponding decrease in the accuracy of price evaluation. Since diverse variables could affect consumers' purchase-decision-making process, the results of price evaluation would be different. In this study, an empirical analysis was performed to determine how the accuracy of price evaluation varies depending on the extent of the complexity of price dimensions using product involvement and brand preference as moderating variables. Research design, data, and methodology - A survey was conducted on 260 students, and 252 effective responses were used for analysis. The data was analyzed using t-test, one-way ANOVA, and two-way ANOVA. In this study, six hypotheses were developed to examine the effect of product involvement and brand preference on consumers' evaluation effort of multi-dimensional prices. Results - As the number of price dimensions increased, accuracy of price evaluation appeared to be low in high involvement, as expected. However, it showed no differences in price evaluation effort when the level of complexity of calculating multi-dimensional prices is low. When a small number of price dimensions are presented in both cases of high and low involvement, accuracy of price evaluation is much higher in a weak brand preference. On the contrary, a strong brand preference enhances an accuracy of price evaluation only in case of low involvement when the number of price dimensions is increased. An interaction effect of product involvement and brand preference on consumers' evaluation of multi-dimensional prices did not exist irrespective of the level of complexity of calculating prices being high or low. Conclusions - When the number of price dimensions is small, consumers' effort for price evaluation shows almost no difference without the moderating effect of involvement, and a weak brand preference leads to a higher accuracy of price evaluation in an effort to make the best selection. No interaction effect of product involvement and brand preference was found except for a main effect of brand preference. When a price is composed of multiple dimensions rendering it more difficult to calculate the final price, the effort for price evaluation was expected to decrease only slightly in case of combination of high involvement and strong brand preference. This is because people have a higher purchase intentions and trust for that particular brand. However, the accuracy of price evaluation was much lower in cases of high involvement, and there was no interaction effect between product involvement and brand preference except for a main effect of involvement and brand preference, respectively.

• 유통과학연구
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• 제14권10호
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• pp.117-126
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• 2016

Purpose - Color is perceived to have an effect on humans' cognition and behavior because of its association with specific concepts. Since there are few studies linking color and price presentation, we investigated a constrained condition of consumers' regulatory focus and involvement. Research design, data, and methodology - We performed a 2 (color: red vs. black) × 2 (regulatory focus: prevention vs. promotion) × 2 (involvement: high vs. low) test of our hypothesis. The target product was a portable data storage device (USB) and data from 165 respondents were analyzed. Each condition had two stages. In the first, product information and price were presented. After reviewing the product information, respondents evaluated price attractiveness. In the second stage, respondents filled out regulatory focus and involvement questionnaires. The main variables were color, regulatory focus, and involvement. Therefore, we ran a three-way ANOVA (Analysis of Variance) to test our hypothesis. Results - When the price was red (vs. black), consumers perceived the red price as more attractive than the black price. However, this effect varied by situation. Specifically, in the low involvement condition among prevention-focused consumers, when the price was in red, price attractiveness was higher than when the price was in black. However, for promotion-focused consumers, there was no difference in the price color effect. In the high involvement condition, promotion-focused consumers showed stronger price attractiveness for the red price than the black price. However, the effect of price color diminished for prevention-focused consumers. That is, prevention-focused consumers did not reveal a different price perception between red versus black in the high involvement condition. Conclusions - This research contributes by academically linking the effects of color to price attractiveness, and focusing on the interaction of regulatory focus and involvement. When involvement is low, the effect of red disappeared for promotion-focused consumers, whereas the same happened for prevention-focused consumers under the condition of high involvement.

• 한국경영정보학회:학술대회논문집
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• 한국경영정보학회 2007년도 추계학술대회
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• pp.539-544
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• 2007

Infomediary, playing an important role in e-commerce, provides refined a product information and the price dispersion of product. This paper use the elaboration likelihood model to explain how level of involvement with a product moderates the impact of price dispersion and product information quality on product attitude. The study produces three major findings : (1) the quality of product information produced by infomediary has a positive effect on consumers' product attitude, (2) For low-involvement consumer, price dispersion of product positively affect consumers' product attitude. For high-involvement consumer, negatively affect, (3) low-involvement consumer are affected by the price dispersion rather than the quality of product information, but high-involvement consumer are affect by price dispersion mainly when the quality of product is low. These finding have implications for on-line infomediaries in terms of how to manage their users.