• 대한가정학회지
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• 제46권3호
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• pp.37-47
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• 2008

This study investigated (1) consumer perception about the level of electricity price, (2) the amount of household electricity consumption, and (3) consumer perception on electricity pricing system reform. For data collection, a national wide survey was conducted between November 22 and December 15, 2006. Excluding 233 cases, because of incomplete responses, data from 1767 households were analyzed. The major findings were as follows; More than 50% of the respondents consumed between 100-300kWh of electricity per month. Household size and income were significantly associated with electricity consumption. Approximately 50% of respondents perceived that electricity was being overcharged. Approximately 50% of the respondents positively evaluated the effects of the graduation pricing system. Households consuming more than 300kWh of electricity per month preferred a flat unit price. Based on these results, we suggest the implications to reforming the electricity pricing system.

• 대한가정학회지
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• 제40권12호
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• pp.199-216
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• 2002

The purpose of this research is to study the efficiency of the Internet market, not provided to consumers by the existing traditional market. This research examines whether consumers properly understand the efficiency of the Internet market. The result from consumers perception on the efficiencies in the two market are as follows. First, consumers perceived the traditional market as having more product alternatives compared to the Internet market. Second, consumers perceived that the Internet market was more efficient in price dispersion and price change Third, the Internet market was considered more efficient in searching and travel time, and in the search cost. Finally, the traditional market was considered as a better provider of the information about product function, feature, reality, usage and service compared to the Internet market. On the contrary, the Internet market turned out to be more effective in providing product information, price information and trading information compared to the traditional market. Therefore consumers perceived the traditional market of having more information.

• 대한가정학회지
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• 제31권2호
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• pp.15-25
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• 1993

This article studied on price dispersion of food market in Kwangju. Both item and market basket price dispersion were surveyed, and this price dispersion was compared with the perceptive price dispersion. This survey was conducted from April. 8.1992 to 22. On findings, price dispersion is very big in item and market basket. Most Consumers' perception was inaccurate and typically underestimated. This findings suggest that consumers are victims of contributors to informally imperfect markets.

• 한국유기농업학회지
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• 제30권2호
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• pp.255-277
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• 2022

This study investigated consumers' perception of fruits and vegetables grown in smart farms to stimulate the sale of agricultural products grown in smart farms. To this end, a survey was conducted on 1,050 consumers. The main results are as follows. First, 58.6% of respondents knew about smart farms, and they perceived fruits and vegetables grown in smart farms as more valuable than those grown in conventional facilities. In the detailed values, values of safety and environmental damage reduction were perceived to be of greatest value among five values. Second, as a result of investigating the importance of smart farm cultivation information in comparison with price, the most respondents emphasized both smart farm cultivation information and price information, and smart farm cultivation information was compared with price information. Cases were investigated to be more important with slight differences. Third, 41.4% of respondents had the price premium payment intention for fruit and vegetables grown in smart farms. Fourth, as a result of analyzing variables affecting the premium intention, the higher the health value among five values was recognized and the more important the smart farm cultivation information was, the higher the premium payment intention was.

• 마케팅과학연구
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• 제9권
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• pp.189-201
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• 2002

최근 유통시장의 개방과 외국의 대형 유통업체의 국내 진출과 대형 도 소매점의 등장등으로 인해 국내외 유통환경의 급격한 변화가 일어나고 있다. 또한 IMF 체제 이후 제품에 대한 소비자의 실용적이고, 합리적이며 가치 지향적인 구매 행동이 증대되고 있고, 제품의 가치를 고려해서 보다 저렴한 제품을 구매하려는 계획구매가 증가하고 있다. NB제품에 비하여 가격이 저렴하다는 경쟁우위만을 지니고 있던 과거의 전통적인PB 제품개념과는 달리 품질면에서 NB와 유사하거나 혹은 그보다 더 월등하면서도 가격면에서는 다소 저렴한 PB에 대한 관심이 증대되고 있다. 그러나 현실적으로 PB제품은 수입 및 라이센스 브랜드 중심으로 전개되고 있으며, 고객의 욕구에 대한 탐색 및 개발전략도 부족하다. 따라서 본 연구에서는 이론적으로는 PB제품과 관련된 선행연구를 토대로 선택한 변수 들, 즉 가격의식성, 정보탐색 경험 품질지각 등이 PB제품 구매선호도에 어떻게 영향을 미치는지에 대하여 가설들을 설정하였다. 가설검증을 위하여 PB제품의 실제 구매경험이 있는 주부를 대상으로 하였다. 대상으로 설문조사를 실시하였고, 이러한 자료들을 토대로 연구가설들을 실증분석하였다. 이렇게 함으로써 PB제품에 대한 지식이 부족한 대형 도 소매업체들에게 보다 효율적인 PB제품의 활용방안을 제시하고자 하였다.

• Asia Marketing Journal
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• 제11권2호
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• pp.149-172
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• 2009

기존 연구에서는 프리미엄 가격과 시장 점유율이라는 브랜드 시장성과 정보가 브랜드 자산의 구성요소인 품질지각이나 선호도에 차별적인 영향을 줄 수 있음을 보여주었다. 특히 이러한 브랜드 시장성과 정보 유형에 따른 차별적 효과는 제품 이미지의 유형과 제품군 내 품질편차 정도와 같은 제품 특성 변수들에 따라 달라질 수 있음을 보여주었다. 본 연구에서는 브랜드 시장성과 정보가 브랜드 평가에 미치는 차별적 영향에 있어 기존 연구가 제시한 제품특성 변수의 조절적 효과 이외에 개인특성 변수의 조절적 효과를 살펴보았다. 즉, 개인특성 변수인 자기관, 가격 인식, 브랜드 몰입의 유형에 따라 브랜드 시장성과 정보 유형에 따른 효과가 어떻게 달라질 수 있는가를 알아보았다. 실험결과, 브랜드 시장성과 정보 중 프리미엄 가격 정보에 대해서는 독립적인 자기관 및 긍정적 가격 인식을 가지고 있으며, 브랜드에 대해 정서적 몰입을 하는 소비자들이 더욱 긍정적인 평가를 하였다. 그러나 시장 점유율 정보에 대해서는 상호의존적인 자기관 및 부정적 가격 인식을 가지고 있으며, 브랜드에 대한 계산적 몰입을 하는 소비자들이 더욱 긍정적인 평가를 하였다. 마지막으로, 본 연구결과의 이론적 및 실무적 시사점, 그리고 본 연구의 한계점 및 향후 연구방향에 대해서 논의하였다.

• 한국의류학회지
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• 제32권8호
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• pp.1274-1285
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• 2008

The purpose of this study is to investigate influences of perceived price dimensions and store attributes on store choice behavior. Three major retail formats, department store, discount store, and internet shopping mall in retail industry were compared with respect to store attributes and intention to purchase fashion products. Data were obtained from 427 consumers aged 25-49 years old. The results were as follows. (1) Multidimensional aspects of the price construct were identified: price-quality schema, prestige sensitivity, price mavenism, value consciousness, price consciousness, and sales proneness. (2) Store attributes included product assortment, quality per price (Q/P), service, and symbolic image in general. However, store attribute factors of three retail formats consisted of slightly different items. Department stores presented the highest level of mean scores on product quality, customer service, and symbolic images, while internet mall exhibited highest on product variety, information comparison, and quality per price. (3) Respondents presented high level of intention to purchase fashion products at internet mall, department store, and discount store in that order. (4) Purchase intention at department store was predicted by Q/P, service, symbolic image, prestige sensitivity, product assortment, clothing consumption, and age in order. Purchase intention at discount store was influenced by assortment & Q/P, symbolic image, clothing consumption, and sales proneness, whereas internet mall was predicted by product assortment, Q/P, service, price mavenism, and price-quality schema.

• 한국식생활문화학회지
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• 제36권4호
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• pp.341-348
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• 2021

The purpose of this study was to analyze the operators' perception of the allowable price range and the optimal price of kindergarten meals by using the PSM (price sensitivity measurement) technique and provide basic data on calculating kindergarten meal costs reflecting realistic meals. From April to May 2021, 779 kindergartens in Seoul were surveyed, based on 246 (31.6%) of the respondents. According to the survey, kindergarteners spent 3,506 won for meals on average, followed by 3,822 won for kindergarten attached to elementary school, 3,316 won for public kindergartens, and 2,896 won for private kindergartens (p<0.001). The allowed price range for the kindergarten meal service workers was estimated at 3,447~3854 won, 3,447 won for PMC (Point of Marginal Cheapness), and 3,854 won for PME (Point of Marginal Expensiveness). The appropriate cost of the kindergarten meal service provider was 3,950 won for kindergartens attached to elementary school, 3,425 won for public kindergartens, and 3,546 won for private kindergartens.

• 한국식생활문화학회지
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• 제36권3호
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• pp.293-299
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• 2021

The purpose of this study was to investigate the perception of the quality of school meals by parents of kindergarten children in Seoul, analyze the acceptance price and the optimal school meal cost using PSM (price sensitivity measurement) techniques, and provide basic data for improving the quality of kindergarten meals. The survey was conducted using descriptive statistics and PSM analysis of the responses of 1,272 parents of 779 kindergarten children belonging to the Seoul Metropolitan Office of Education from April to May 2021 and prior research analysis related to kindergarten meals. 74.1% of the parents surveyed were women, with 61% of children attending kindergartens attached to elementary schools, followed by private kindergartens (28.9%) and public kindergartens (10.1%). According to a study of the quality of meals, private kindergarten parents are highly satisfied with all the quality attributes of meals, such as "sanitation of dining environment" and "nutritionally balanced food" (p<0.001, p<0.01). The analysis of the acceptance price range and the optimal price for school meals showed that there was no significant variation based on the type of kindergarten establishment, with parents' acceptance price range ranging from 3,596 won to 4,454 won with an optimal price of 3,948 won.

• 한국식생활문화학회지
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• 제13권5호
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• pp.423-430
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• 1998

The purposes of this study were to (a) measuring attitude and satisfaction of Yonsei university students towards contracted vs. rented university foodservices, (b) determine university students' overall satisfaction & perception regarding the factors improved towards university foodservice and (c) provide recommendation on marketing strategies for university foodservices. Questionnaires were hand delivered to 600 Yonsei University students by designated coordinators. A total of 549 questionnaires were usable; resulting in an 93% response rate. The survey was conducted between October 12 to October 18, 1995. Statistical data analysis was completed using the SAS Programs for descriptive analysis, T-test, ${\chi}^2-test$, ANOVA, Factor Analysis and Stepwise Multiple Regression. The results of this study can be summarized as follows: 1. Performance mean score for contracted foodservice management in terms of food, menu, price, hygiene, facilities was higher than for rented foodservice management. 2. The average satisfaction score for contracted foodservice management in terms of price was lower than for rented foodservice management. There was no gap between contracted foodservice management and rented foodservice management in overall satisfaction score and price satisfaction score. 3. Perception regarding the factors improved of thirteen factors to be improved except operating hours, waiting time, price, food quantity were perceived as better by students. 4. Perception regarding the factors improved have correlation with foodservice qualify attribute's performance. 5. According to multiple regression analysis, 92.05% of the variance in respondents' satisfaction score could be explained by procedure after meal, purchasing procedure, operating hours, availability of breakfast, waiting time, atmosphere, price, facilities, service endeavor to survey satisfaction in foodservice, availability of kitchen and wall space, portion size, taste of food, change of cafeteria name, the number of seats, and variety of menu.