• Journal of the Korean Home Economics Association
• /
• v.41 no.4
• /
• pp.45-56
• /
• 2003

The purpose of this study was to segment consumers based on sales promotion orientation and examine the differences between the consumer segments on shopping behaviors and promotion usage behaviors. A total of 462 responses collected from a questionnaire survey to subjects aged over 20s were analyzed. Cluster analysis on sales promotion orientation identified four groups including rational group(21%), active group(28％), insensitive group(22.1%), and interest group(28.9%) of sales promotion. ANOVA revealed significant differences among the four groups on shopping behaviors(information seeking, store visit, and clothing purchase) and promotion usage behaviors(the usage level of sales promotion, impulse buying, brand switching, and store switching). The active and interest groups were more actively seeking information than the other two groups were. The active group was most affected by sales promotion showing the highest impulse buying and brand and store switching behaviors, and the interest group was most active on store visit and clothing purchase. The insensitive group was the least engaged in all the behaviors.

• Journal of the Korean Society of Clothing and Textiles
• /
• v.27 no.6
• /
• pp.654-664
• /
• 2003

The purpose of this study was to segment consumers based on sales promotion orientation and examine the differences between the consumer segments on shopping styles and demographics. A total of 462 responses collected from a questionnaire survey to subjects aged over 20 were analyzed. Cluster analysis on sales promotion orientation identified four groups including rational group(21%), active group(28%), insensitive group(22.1%), and interest group(28.9%) of sales promotion. MANOVA, ANOVA and $\chi$$^2$-test revealed significant differences among the four groups on shopping styles(high-quality prone, value prone, price prone. brand prone, fashion prone, hedonic shopping prone, and loyalty) and 4 demographic characteristics(i.e., age, marital status. occupation, and education). The rational group showed lower brand proneness than did other groups while the active group showed higher price and brand proneness. The interest group showed high value, brand, and hedonic shopping proneness while the insensitive group was the least engaged in shopping styles. The study developed a profile of each segment and provided marketing implications.

• International Journal of Advanced Culture Technology
• /
• v.9 no.3
• /
• pp.106-111
• /
• 2021

Multiple sales promotions for one product can be simultaneously offered. For instance, marketers can offer a premium along with a price discount. In the present research, we primarily focus on offers containing both a bonus pack and a price discount. In particular, this research examines whether consumer evaluations of offers containing both a bonus pack and a price discount (i.e., BP + PD offers) vary according to consumers' saving orientation. Specifically, we predict that for consumers with strong (vs. weak) saving orientation, offers containing the high PD but low extra amount of BP will be more favorably evaluated than offers with a high extra amount of BP but low PD. A series of two experimental results show that consumers' saving orientation moderates their evaluations of BP and PD offers, which supports the prediction. The findings imply that marketers can evoke more positive consumer responses to BP and PD offers, considering individual differences such as saving orientation.

• Journal of the Korean Society of Clothing and Textiles
• /
• v.28 no.8
• /
• pp.1037-1047
• /
• 2004

The purpose of the study is to investigate relationships between shopping orientations and receptive attitudes towards sales promotion activities by internet fashion companies. Futhermore, the study was to explore differences in shopping orientations and receptive attitudes towards sales promotion activities according to consumer groups who were classified by their frequency of buying fashion merchandise through the internet. A total of 954 questionnaires were administered to internet users, and 943 questionnaires were returned. Data was analyzed by SPSS 10.0, and factor analysis, Cronbach＇ $\alpha$ coefficient, ANOVA, Duncan＇s Multiple Range test and Multiple regression were used. The findings of the study were as follows: There were differences in shopping orientations and receptive attitudes towards sales promotion activities among consumer groups. Frequent shoppers had most and non-frequent shoppers had the least shopping enjoyment, fashion orientation, and receptive attitudes towards sales promotion activities than any other group. There were significant positive relationships between 3 factors of shopping orientations and 3 dimensions of receptive attitudes. All three factors of shopping orientations affected each three dimensions of receptive attitudes of internet fashion consumers towards sales promotion activities.

• Journal of the Korean Society of Costume
• /
• v.53 no.2
• /
• pp.1-16
• /
• 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.

• Journal of the East Asian Society of Dietary Life
• /
• v.20 no.5
• /
• pp.776-784
• /
• 2010

This study investigated causal relationships between goal orientation, sales and performance towards increasing the effectiveness of up-selling in internal promotion methods in family restaurants and provided implications about the hiring and training of sales people. The subjects were 232 sales people in family restaurants. The data were collected by self-administered questionnaires and analyzed by exploratory factor analysis, reliability analysis, comparative analysis of the average, and regression analysis. Results, showed that variations in goal orientation, sales, and performance depended on the age and experience of salespeople and that goal orientation makes adaptive selling more effective. It turned out that effort selling affects up-selling result than adaptive selling. Long-term workers were better than short-term workers in goal orientation, selling, and up-selling results, so human resource management needs to implement a long-term plan to enhance these effects. And, because effort selling is more effective than adaptive selling in up-selling results in family restaurants, effort selling requires training.

• Journal of the Korean Society of Costume
• /
• v.54 no.1
• /
• pp.53-68
• /
• 2004

The purposes of this study were to classify the contents of lifestyle of adolescence consumers, to examine the differences of lifestyle, importance of store attribute, preference of fashion store according to demographic variables, to test preference of fashion store and lifestyle, preference of fashion store, and to examine how the preference of fashion store was influenced by lifestyle, importance of store attribute, and demographic variables. Subjects were 317 adolescence consumers(13-24 years) in Seoul, Korea. Preference of imported & brand goods, orientation of fashion & beauty life, and family orientation had a direct effect on preference of department store($R^2$=.129). Sex had an indirect effect on preference of department store through orientation of fashion & beauty life. Search of video media & information and age(-) had a direct effect on preference of entertainment shopping center($R^2$=.150). Orientation of fashion & beauty life(-), sales promotion, sex, and reasonable consumption had a direct effect on preference of discount store(R =$^2$.109). Sex(-) had an indirect discount store through orientation of fashion & beauty life, and sex(-), search of video media & information, age(-), and reasonable consumption did through sales promotion. Sales promotion, preference of imported & brand goods(-), and store atmosphere(-) had a direct effect on preference of traditional market($R^2$=.060). Sex(-), age(-), search of video media & information, and reasonable consumption had an indirect effect on preference of traditional market through sales promotion, and search of video media & information, reasonal consumption, and acceptance of foreign culture did through store atmosphere.

• The Journal of the Convergence on Culture Technology
• /
• v.4 no.3
• /
• pp.127-132
• /
• 2018

This study set out to examine message orientation in advertising expression through the content analysis of apartment sales advertisements in Busan. For this purpose, the study analyzed newspaper ads about apartment sales in the Busan area in terms of advertising appeal methods and message types. Advertising appeal methods(rational and emotional appeal) and message orientation(environmental, emotional, investment, and functional orientation) were categorized according to brands(nationwide and local brands). The findings show that most of apartment sales ads in Busan used a rational appeal method. While nationwide brands used rational and emotional appeal in similar percentage, local brands used a lot of rational appeal. Of the types of advertising message orientation, investment and emotional orientation recorded the highest percentage. Messages of investment orientation to show economic profit or premium were used most, being followed by messages of emotional orientation to show pride and happiness. These findings were interpreted to display differences in strategies for advertising expressions among brands. The findings are expected to offer useful practical implications for message strategies for apartment sales ads.

• International Journal of Advanced Culture Technology
• /
• v.9 no.3
• /
• pp.92-99
• /
• 2021

In this research, it was investigated the competence of Korean salesmen in the insurance business(B2C, consumer goods marketing) and information communication industry(B2B, industrial goods marketing) at the individual level rather than the organizational level. The salesperson's Guanxi ability means the salesperson's ability to create, maintain, develop the Guanxi ability. Namely, it was investigated whether the Korean salesman's Guanxi ability is the effective and persuasive concept in explaining the sales performance(company performance, business performance). The purpose of this paper was to verify which variables, among Guanxi ability and customer orientation, better explain the sales performance of salespeople. The Western concept of marketing that is closest to Guanxi is the concept of the customer-orientation that is based on the theory of relationship exchange. Confucian culture in the East is the construct concept, Guanxi is the measurement. The relational exchange theory in the West is the construct concept, customer orientation is the measurement. As the result of the analysis, we found that the Guanxi proved a greater correlation with sales performance than customer orientation. In the information technology industry, there was a big difference compared to insurance industry, whereas Guanxi and customer orientation had a similar level of correlation with sales performance. In the case of the insurance industry, we found that the Guanxi and sales performance were significant but the customer orientation and sales performance were not. This means that sales performance can be accurately and sufficiently explained only by adding the Guanxi ability in addition to customer orientation. The result of analyzing the mediating effect of the Guanxi ability between customer orientation and company performance, customer orientation was significant with Guanxi, and customer orientation and company performance were also significant. But, when the Guanxi was used as the parameter, the Guanxi was significant with company performance, but the customer orientation was not. Even when the dependent variable was business performance, when the Guanxi was used as the parameter, we found that the Guanxi was significant with the business performance, but the customer orientation was not. Namely, it proved Guanxi ability and customer orientation are completely independent concepts. In addition, we found that the information technology industry, unlike the insurance industry, mediated the Guanxi ability between customer orientation and sales performance. We confirmed that in the future, salespeople should not only rely on rational methods to maintain and reinforce customer relationships, but must consider the emotional factors through empathy with customers.

• Journal of Fashion Business
• /
• v.13 no.5
• /
• pp.102-109
• /
• 2009

The purpose of this study was to investigate TV home shoppers' compulsive buying, focused on shopping orientation and marketing promotion variables. Four hundred one female home shoppers who have purchased fashion products through TV home shopping. For data analysis, descriptive statistics, factor analysis, t-test, and Cronbach's Alpha were used in this study. The results were as follows: First, approximately 17% of respondents were revealed as compulsive buyers. Second, for shopping orientation instrument, three factors of shopping orientation were found and labeled as 'indifferent', 'hedonic', and 'economic' factors. Third, compared to non-compulsive buyers, compulsive buyers had higher hedonic scores. Finally, compulsive buyers considered marketing promotion variables such as show host, scarcity sales, gift events as important factors for their purchasing than non-compulsive buyers. Based on these results, it would provide TV home shopping marketers efficient and social responsible marketing strategies.