• International journal of advanced smart convergence
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• 제12권1호
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• pp.157-163
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• 2023

The current research aims to examine the moderating effect of consumers' mindset on their product purchase intention in the multi-promotion offers containing both a bonus pack and a price discount (i.e., BP + PD offers). That is, this research investigateswhether consumers' product purchase intention in the BP + PD offers variesdepending on their mindset (growth mindset vs. fixed mindset). Specifically, it is predicted that consumers with a fixed mindset will have higher product purchase intention in the offers containing the high PD but low extra amount of BP (LBP HPD) than in the offers with a high extra amount of BP but low PD (HBP LPD), whereas consumers with a growth mindset will have higher product purchase intention in the HBP LPD offers than in the LBP HPD offers. An experiment wasconducted to test the prediction. Consistent with the prediction, it was found that participants' mindset moderates their product purchase intention in multi-promotion offers. The findings imply that marketers can evoke more positive consumer purchase intention toward BP and PD offers, considering consumer mindset.

• International journal of advanced smart convergence
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• 제4권2호
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• pp.76-83
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• 2015

Various products are displayed and traded in superstores. Therefore, providing the information of these diverse products plays a crucial part in acknowledging their presence. Currently, superstores mostly utilize printed materials to provide product information and promotion of displayed products. A display equipment is utilized for providing product information and promotion of certain high-end and new products. As such, utilizing an expensive display equipment in order to provide product information fragmentarily for 1 product or successively can be referred to as being inefficient. This paper aims at proposing a method that enables the description of product information efficiently by utilizing a display specific for store support in order to overcome the restriction mentioned above. A test was executed in order to verify the potential of the method of providing product information though the proposed display.

• 한국의류학회지
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• 제29권9_10호
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• pp.1349-1358
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• 2005

Generally apparel products were recognized as an incongruent product type which direct search was needed for. But nowadays apparel products were ranked as a second product type next to electronics in sale amount of internet shopping mall. Therefore more detailed study on which attributes of fashion products are more successful and suitable in internet shopping mall is necessary. This study was executed to analyze common attributes of successful apparel in internet shopping mall on the basis of real sale data, and then to help internet apparel marketer plan marketing strategies more efficiently. Common attributes of successful apparel products in internet shopping-mall in terms of product, price and promotion attributes were identified. 240 products which were loaded in bestseller section of internet shopping-mall for 8 weeks from November to December, 2004 were analyzed. The results are as follows. First, products ratio for women ($76.7\%$) were higher than for men($18.3\%$). And the amount of each apparel product types purchased by consumers were ranked in the order of leather/fur coat, woven coat, inner wear, jacket, T-shirts, pants, training wear, suit, knit wear etc. and basic style dominated in $74.2\%$. General brands ($69.2\%$) that had price competitiveness were preferred to famous designer brand, national brand and PB brand. Preferred level of price was ten thousand to fifty thousand won. For promotion skill, in order of just one product, product adding promotion product and package set were preferred. Regular price, less than $50\%$ off and more than $50\%$ off price showed no difference in preference. Product planning strategy for internet apparel marketer was followed on the basis of these results.

• The Journal of Asian Finance, Economics and Business
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• 제7권11호
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• pp.939-945
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• 2020

This study aims to develop propositions about the factors that influence the purchase intention of private label products. These factors are: in-store promotion, visual merchandising, store image, and customer value. This study elaborates on some of the results of previous studies that have examined the factors that influence purchase intention of private label products that have been published on Google Scholar and indexed by Scopus between 1991- 2020, to develop a proposition. This paper fills a lack of Studies which discuss purchase intention from a consumer behavior perspective. From the perspective of consumer behavior, purchase intention is influenced by three factors, namely: intrinsic factors including: consumer value, extrinsic factors including: in-store promotions, visual merchandising and store image, and consumer factors. This paper defines purchase intention as the effort and strong urge to buy a particular product in the future, the possibility of considering buying the product, the decision to rebuy the product and the desire to recommend the product. The main findings of this research are several propositions, namely: in-store promotion, visual merchandising and store image directly affect customer value and purchase intention. The following propositions are: In-store promotion, visual merchandising and store image influence purchase intention mediated by customer value.

• 패션비즈니스
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• 제15권2호
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• pp.1-11
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• 2011

The purpose of this study is to investigate the influence of the suitability of the chronic regulatory focus and the advertising message type on the evaluation of the beauty product. In addition, feeling right while and individual is reading an advertisement is measured to check the mechanism making the regulatory fit effect. The experimental design was designed with the mixed design of 2(chronic regulatory focus: promotion / prevention, between group) ${\times}$ 2(advertising message type: promotion /prevention, within a group). 100 female university student subjects in their twenties in Seoul and in the metropolitan area were asked to respond to questionnaires in the study. The reliability analysis, T-test, analysis of variance(ANOVA), and analysis of covariance (ANCOVA) on the collected data were done with SPSS WIN 12.0. The results of the study are as follows. First, the regulatory fit effect that when the individual chronic regulatory fit corresponds to the advertising message focus each other in the advertising of a new beauty product, the evaluation on the product is more positive could be checked. The promotion focus message of shampoo, the promotion focus group showed more positive response than the prevention focus group and as for the prevention focus message, the prevention focus group showed more positive results than the promotion focus group so that the effect of regulatory fit appeared. Second, when the regulatory fit effect appeared in the evaluation on the new beauty product, the fit effect on the individual chronic regulatory focus and on the advertising message focus also appeared in the measurement of feeling right. Hence, feeling right could be checked by using the mechanism of the regulatory fit effect.

• 패션비즈니스
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• 제11권4호
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• pp.69-81
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• 2007

This study, for the purpose of comparing and analyzing 23ea of national unisex apparel brands website consists of product, price, promotion and place divided by marketin gmix. Based of theoretical study and pre-research about the marketing mix, we made the classification standard for the marketing mix and analyzed the unisex apparel brand website according to 4P's individual item and the result was appeared like this. First of all, in the product section, this study provide information about product introduction/guidance, a product figure for item, introduction for new items, propose for coordination and brand introduction/information. Secondly, in the price part, almost apparel brands are provide their product's image, or present their goods photo with price, or displayed through the banner advertisement of discount or special price. Thirdly, For the marketing promotion part, compare to the other component in the most of apparel brand's website, marketing promotion has more section than the other marketing mix. And, especially, various events and customer service space has more weight than the others. Forth, in the place section, it's focused on the information of shopping mall location, contact number, address, and on-line shopping mall. In Conclusion, when the most of apparel brands are doing internet marketing, they're concern to product and promotion, but price and place needs more supplement in the unisex apparel brand's marketing mix.

• 융합경영연구
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• 제11권4호
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• pp.77-87
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• 2023

Purpose: In a business, it is very important to be able to pay attention to consumers. When making a purchase, consumers will first evaluate until they make a purchase decision. This study was conducted to analyze the effects of price, promotion, and product quality on consumer purchasing decisions on poultry feed. Research design, data, and methodology: The research was conducted quantitatively using the Google Form Survey instrument to collect respondent data. The population of this research is poultry feed consumers in Indonesia. Ninety-two respondents participated in this study. Results: The findings revealed that all the independent variables used in this research contribute significantly to determining customer purchase decisions. Conclusions: The results of the study found that price, promotion, and product quality had positive and significant effects on consumer purchasing decisions for poultry products

• 한국조리학회지
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• 제16권1호
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• pp.269-279
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• 2010

광주, 전남 중심으로 외식 상품 개발에 4P's에 관한 주제로 연구하였으며, 연구의 목적은 마케팅 믹스와 경영성과의 영향 관계를 규명하여 제품, 가격, 유통, 촉진에 대한 향상을 위한 방향 설정에 도움을 줄 것이다. 통계기법은 표본의 인구 통계학적 특성, 신뢰성분석, 다중회귀분석을 이용하였다. 조사는 2009년 7월 6일부터 7월 20일까지 광주에 소재한 외식기업 5곳(A, B, O, R, V)에서 근무하는 편의 추출된 전직원 220명을 대상으로 실시되었다. 설문은 사전에 각 영업장의 책임자들에게 설문 협조 요청을 구한 뒤 이루어졌으며, 조사방법은 응답자가 직접 기입하는 자기 기입형 설문지법을 이용하였다. 배포된 총 220부의 설문지 중에서 212부가 회수되었으며, 이 중 불성실한 응답을 한 12매를 제외한 200매가 최종 분석에 사용되었다. 분석결과 마케팅 믹스요인인 상품, 가격, 유통, 촉진이 고객 만족, 고객 선점에 인과관계가 있는 것으로 나타났다. 그러므로 마케팅 믹스를 적극적으로 도입해야 할 것으로 사료된다.

• 한국의류학회지
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• 제31권4호
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• pp.563-573
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• 2007

This study attempted to understand the addictive internet buying tendencies and how self-esteem, materialism, and self-control influenced the addictive internet tendencies and how those variables affected those when people receive marketing promotions on internet shopping mall. A total 883 cases were collected as data through internet survey on the consumers who had purchased fashion products. Internet fashion buyers were classified into high-purchasing, low-purchasing, and non-purchasing groups. These groups were showing differences among self·esteem, materialism, and self-control. High purchasing group was showing low self-esteem and self·control and high materialism than others. Variables that affect addictive buying tendencies of internet fashion product were shown accordingly brand promotion, materialism, web display promotion, and self-esteem. Marketing promotions were contributed more on the internet addictive buying tendencies than consumers' socio-psychological variables. So as to induce rational buying behavior, excessive product promotion and discount price promotion should be reduced.

• 복식
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• 제53권2호
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• pp.1-16
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• 2003

The purpose of this was to identify the shopping orientation and store selection criteria of credit card apparel shoppers. The subjects were credit card holding women who had experienced credit card apparel shopping at least one time during last 6 months. The results were as follows : 1. Women of 20's were segmented into multi-cards holding light users, multi-cards holding heavy users, and mono-card holding light users according their credit card numbers and the monthly credit card apparel expenditure. 2. The factors of apparel shopping orientation were pleasure, economy, brand loyalty. self-confidence. shopping plan, and fashion. And the factors of store selection criteria were additive service, store atmosphere, Product assortment, sales promotion. and product diversity. 3. Multi-card holding light users showed higher tendency in self-confidence and economy of shopping orientation, and considered additive service more. Multi-card holding heavy users showed higher tendency in pleasure. brand loyalty, self-confidence, shopping plan, and fashion of shopping orientation, and considered sales promotion and product diversity. Mono-card holding light users showed lower tendency in pleasure. brand loyalty, self-confidency, shopping plan, and fashion, and considered additive service, store atmosphere. product assortment, sales promotion, and product diversity less.