• 패션비즈니스
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• 제20권5호
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• pp.16-29
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• 2016

The study aims to explore the impacts of types of consumer's self-construal, prices of brands, and types of discount-based sales promotion on consumers' purchase intention. For this study, a three-way mixed factor method was applied based on a formula, types of consumer's self-construal x prices of brands x types of discount-based sales promotion. The subjects were 218 females in their 20s to 30s living in seoul or Gyeonggi-do areas. For data analysis, three-way variate analysis, analysis of simple interactions and analysis of simple main impacts were conducted through use of the SPSS program. First, based on the impacts of types of consumer's self-construal, prices of brands, and types of discount-based sales promotions in the favor of consumers, there was a significant difference between higher and lower-priced brands. Second, comprehensive discounts rather than monopolistic discounts corresponded to higher favoring by consumers of interdependent self-construal. As for monopolistic discount, lower-priced products corresponded to higher favor than higher-priced ones. Third, there was a significant difference between consumers of independent self-construal and interdependent self-construal. Fourth, comprehensive discount, rather than monopolistic discount, corresponded to higher purchase intention regardless of prices of brands in the group of consumers with interdependent self-construal.

• 동아시아식생활학회지
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• 제21권2호
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• pp.298-309
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• 2011

The purpose of this study was to test whether sales promotions of strategic alliances affected brand switching intention and brand loyalty in family restaurants. The types of sales promotions included monetary benefits/non-monetary benefits, and immediate benefit (benefits immediately after consumers agreed to accept promotion)/delayed benefits (benefits received at a later time). For this purpose, a questionnaire survey was completed by 355 customers of family restaurants in Daegu between December 15, of 2009 and January 31, 2010. The study-findings indicated that (1) monetary benefits (application opportunity for gift certificate benefits and price discount benefits) were found to affect brand switching intention and brand loyalty; (2) brand switching intention was partly affected by non-monetary benefits (mileages accumulations benefits, presents benefits, and samples benefits), and (3) brand loyalty was partly influenced by non-monetary benefits (mileages accumulations benefits, presents benefits and electronic newsletter benefits). This study also found that (1) brand switching intention and brand loyalty were partly affected by immediate benefits (sample benefits, presents benefits, and price discount benefits; (2) brand switching intention was partly influenced by delayed benefits (application opportunity for gift certificate benefits and mileages accumulations benefits), and (3) brand loyalty was affected by delayed benefits (application opportunity for gift certificate benefits, mileages accumulations benefits, and electronic newsletter benefits). Based on these findings, family restaurants should use sales promotions as a tool for decreasing brand switching intention and increasing brand loyalty.

• 복식문화연구
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• 제20권2호
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• pp.169-183
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• 2012

This study was aimed at finding out the preferences and satisfaction levels regarding the type of fashion retailer's sales promotion based on consumers' empirical characteristics. A total of 223 questionnaires were used for the survey of this study. The methods of this study were descriptive analysis, factor analysis, reliability tests, one-way ANOVA, $t$-tests and ${\chi}^2$-test. The consumer groups were divided by habitual experience and self-evaluated knowledge relate to apparel product. The results of this study showed that consumers have different preferences and post-utilization satisfaction regarding the type of sales promotion offered by fashion retailers. Consumers with more experiences in apparel product and with higher self-evaluated knowledge were more active in utilizing the benefits offered through the value-added type of sales promotions, such as the gift certificate or coupon. Consumers with more experience in apparel product also showed higher satisfaction with both the utilitarian and hedonic types of sales promotions, such as gift certificate offer, special price, price discount event, and coupon or courtesy card offer. Furthermore, consumers with higher self-evaluated knowledge showed higher satisfaction with the utilitarian types of sales promotion, such as gift certificate offer and regular sale. Therefore, by identifying the accurate understanding of consumers'empirical characteristics, an enterprise might be able to satisfy consumer by offering more appropriate and subdivided types of sales promotion.