• Title, Summary, Keyword: price discount

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Consumer responses towards combinations of diverse methods notifying price discounts of clothing products (의류제품의 다양한 가격할인 제시방법 결합에 따른 소비자 반응)

  • Jeon, Minjung;Yoh, Eunah
    • The Research Journal of the Costume Culture
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    • v.27 no.5
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    • pp.524-537
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    • 2019
  • The aim of this study was to explore the effect of combinations of diverse methods notifying price discounts (i.e., reference price, odd price, and discount rate signs) and the relationships among product attribute perception, discount perception, attitude toward product, and purchase intention of product. Experiments were conducted where 12 stimuli of different price discount information notifications regarding T-shirt advertisements were presented to 352 informants. The results showed that notification of each type of discount information increased discount perception, whereas no effect due to the size of letters used in the discount rate notification was found. As more price discount information notifications were used, discount perception tended to become stronger. The results of ANOVA analysis show that both product attribute perception and discount perception affected attitude toward the product. In addition, product purchase intention was determined by attitude toward the product as well as price discount perception. Based on these findings, marketers may want to use a combination of methods of price discount notifications in advertisements to deliver price discount information clearly to consumers. Confirmation of discount information using multiple cues would help consumers to notice and perceive price discount information provided by retailers more effectively. Discount information is crucial for increasing both purchase intention and favorable attitude, therefore, diverse strategies regarding discount information presentations should be developed, tested and applied in the real world of retailing.

The Moderate Effects of Semantic Cues of discount types on Consumer's Perception and Purchase Intention in Prices Discount Advertising of Clothing Products (의류제품 가격할인 광고시 할인유형의 어의적 단서가 소비자의 지각과 구매의도에 미치는 조절효과)

  • 전영미;정명선
    • Journal of the Korean Society of Clothing and Textiles
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    • v.26 no.9
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    • pp.1342-1353
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    • 2002
  • The purpose of this study was to provide the basic information to be helpful in establishing more rational prices discount strategy in prices discount advertising. The experiment design for study was a $3{\times}2{\times}3$ between subject factorial design in which the factors were discount presentation types(discount price presentation/discount rate presentation/discount price and discount rate presentation), existence of normal price presentation(presentation/ non-presentation) and semantic cues(regular sales/markdown on the previous season's product/storehouse opening sales). Thirty subjects were randomized in one of 18 experimental conditions. The subjects of this study were 540 female university students in Kwangju, Korea. The results were as follows; 1. Significant interaction effects between discount presentation types and the semantic cues were found in perceived transaction value(p<.01), perceived acquisition value(p<.05), and purchase intention(p<.05)- It means that discount presentation types in prices discount advertising need to present differently according to price discount types. 2. Significant interaction effects between existence of normal price and the semantic cues were not found. It means that normal price need to present in prices discount advertising regardless of price discount types.

The Study of Consumer's Clothing Discount Store Selection Behavior by Their Price Attitude and Risk Perception (소비자의 가격태도와 위험지각에 따른 의류할인점 선택행동에 관한 연구)

  • 박은주;홍금희
    • Journal of the Korean Society of Clothing and Textiles
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    • v.23 no.4
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    • pp.529-540
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    • 1999
  • The purpose of this study is examine how price attitude and risk perception affect6 consumer's attitude to clothing discount stores. As for the methods of the research 313 female consumers who just finished shopping at discount stores were interviewed and questioned. The result is as the following. 1. The factors such as discount price inclination effective value inclination price-quality association and price-social grade association in the price attitude as well as social psychological risk and the risk of losing opportunity in the risk perception affected consumer's attitude to clothing discount store. 2. The domestic national brand discount store acquired the highest scores in all factors but discount inclination factor and low price inclination factor. No difference was seen between stores in terms of the risk perception. 3. The determining factors for repurchase intention were found to be store satisfaction and the attitude to clothing discount store. 4. The convenience of transportation the availability of exchange or repair the payment option the quality of the product and the attributes of the store e, g, good quality with relatively low price affected the store satisfaction. 5. Domestic national brand discount store showed higher score in 'good quality with relatively low price' than domestic casual brand discount store did. And difference between groups was found in repurchase intention, Conclusively most consumers using clothing discount stores are effective value-oriented.

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Perceived Product Value and Attitude Change Affecting Web-based Price Discount Level and Scarcity (웹 기반 가격할인 수준과 희소성이 영향을 주는 지각된 제품 가치와 태도 변화)

  • Zhang, Yutao;Lim, Hyun-A;Choi, Jaewon
    • The Journal of Information Systems
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    • v.27 no.2
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    • pp.157-173
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    • 2018
  • Purpose Product characteristics and price value in website have strongly effects on customer satisfaction. Especially, in the online shopping site, the scarcity limits the customer's opportunity to purchase the product. Thus scarcity has been proposed as a important factor that makes the customer highly aware of the merchantability of the product. The scarcity in the web store is used as an important variable to make purchasing decisions of users easier by psychological pressure. In the case of scarce products with price discounts in online commerce, advertising formats that highlight scarcity value in the web commerce market are very effective in enhancing purchase intentions of consumers. Unlike offline stores, the importance of scarcity becomes more important when reflecting the characteristics of online commerce. Therefore, this study intends to confirm the influence of the degree of price discounts and scarcity information presented by Web sites on consumer purchase behavior in Web purchase behavior. Design/methodology/approach This study conducted a web-based experimental study on price sensitivity and price discount. Therefore, we created experimental web-sites that offer two stimuli according to the discount rate. The 200 respondents were randomly assigned. The stimuli were fictitious based on tourism products. The first stimulus presented the price discount(15% discount) with basic explanation about the package of the tourist package. The stimuli assigned to the second group were used for groups with high price discount intensity(65% discount). In this way, the two stimuli clearly distinguished the level of price discount intensity. This paper conducted t-test analysis and structural equation to analyze the experiemental results after confirming the reliability and validity. Findings The results of this study are as follows. The difference in price discount intensity (15% vs 65%) with scarcity showed the mean difference among all the variables. Therefore, this study concluded that there is a significant difference between the price discount of 15% and 65% for the acquisition value and transaction value of users. In particular, consumers' purchase intention is greater and product recommendation intensity is stronger when the price discount is 65%. As a result, the high degree of the price discount intensity with scarcity exerts a greater influence on consumers' purchase intentions. Product scarcity also have a significant impact on perceived value of users. Therefore, purchase intention of customers increases when perceived value increases their profit and pleasure feeling.

The Effect of Post-Purchase Discount Format on Consumers' Perception of Loss and Willingness to Return

  • Luo, Xueqing;Lee, Jennifer J.
    • The Journal of Asian Finance, Economics and Business
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    • v.5 no.4
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    • pp.101-105
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    • 2018
  • Price discount is one of the commonly used promotion strategies to increase sales and revenue. If a discount is perceived before the purchase (i.e., pre-purchase discount), consumers are likely to perceive it as a potential gain. If it is noticed after making a regular-priced purchase (i.e., post-purchase discount), consumers may develop negative emotions and attitudes. Based on the rising transparency and omnipresence of price and discount information through web and mobile platforms, we attempt to tackle an understudied topic on the negative effect of post-purchase price discount. Specifically, post-purchase discount information may increase consumers' perception of monetary loss, which may affect consumers' decision to return the product, potentially increasing the operating costs borne by retailers. Based on a close scrutinization of the current market environment and previous academic literature, we suggest a novel conceptual framework to understand consumers' perception, attitude, and behavior (perception of loss, willingness to return) upon perceiving various formats of discount promotion (absolute value vs. percentage discount) posterior to the purchase of a product. We also look at the effect of price level (low-priced vs. high-priced). For marketing practitioners, we intend to suggest optimal promotion formats that can alleviate consumers' negative perceptions and prevent additional operation costs.

The Effect of Price Discount Frequency on Consumer Evaluation of Clothing Brand Equity (가격 할인 빈도가 소비자의 의류 상표자산평가에 미치는 영향에 대한 연구)

  • Choi, Jung;Rhee, Eun-Young
    • Journal of the Korean Society of Clothing and Textiles
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    • v.25 no.6
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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.

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The Influence of Price Sensitivity, Bundle Discount Type and Price Level of Male Cosmetics on Quality Perception (가격민감도와 번들할인 유형, 남성화장품의 가격수준이 품질지각에 미치는 영향)

  • Kim, Keun Jung;Hwang, Sun Jun
    • Journal of the Korean Society of Costume
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    • v.66 no.2
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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.

A Comparative Study on the Clothing Involvement, Price and Discount Influence of Consumer Satisfaction between Korea and the United States (패션제품 구매에 있어서 한국과 미국 소비자의 의복관여, 구매가격, 할인구매 특성이 만족에 미치는 영향 비교)

  • Park, Soo-Kyeong;Lim, Sook-Ja
    • Journal of the Korea Fashion and Costume Design Association
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    • v.13 no.1
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    • pp.1-10
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    • 2011
  • The purpose of this study was to compare consumers' post acquisition behavior by analyzing the influence of consumer involvement, product price and discount. The data were collected through a survey based on three stages: two pre-tests and a main survey conducted in the U.S and Korea. A total of 520 participants from each country were used. The results of this study are as follows. First, clothing involvement, price and discount had no difference, but there was relationship on discount rate between countries. In addition, there were gender differences in involvement between the countries, and Korea showed a significant relationship in price discount. In general, the involvement of both American and Korean students was high and women had higher involvement than men indicating that women showed more interest in clothing than men. The discount rate was higher in the U.S and had a wider range of discount than Korea. Second, consumer involvement and price discount affected the satisfaction of Korean students whereas only involvement affected the satisfaction of American students. This study will extend understanding of consumer satisfaction between Korea and the United States. With the results of this study, apparel marketers will be able to understand how consumer involvement, price and discount may influence consumer satisfaction and develop effective marketing strategies for their profit.

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Effect of Suggested Price Discount on Brand Image and Purchase Intention -Focusing on Beauty Service Industry- (가격할인제시 방식에 따른 브랜드 이미지와 구매 의도에 미치는 영향 -미용 산업을 중심으로-)

  • Heo, Jeong-Rok;Cho, Jeong-Hwa
    • Management & Information Systems Review
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    • v.36 no.1
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    • pp.21-40
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    • 2017
  • This study is to examine the effects of marketing communications strategies which are also buying brand image and beauty services supplier discount information on consumer attitudes. Beauty service providers will have to consider that price discounts are worried impact on the brand image and purchase intentions. In this study, an empirical analysis demonstrated the impact on the brand image, price discount and discounts way. Discount in this study was shown to negatively affect the brand image, there is also a purchased showed a positive impact. Therefore, the proposed price reductions only way to save off the asking price was lower this distinction and professionalism. On the other hand, intent-upon price discount were positive. If such a price discount if the discount just present attitude towards the use of low discount rates but suggested it was found that the intent is absolutely high.

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The Influence of Consumer's Brand Loyalty, Competitor's Brand Price, and Discount on Brand Switching toy Apparel Products (소비자의 상표충성도, 경쟁상표의 가격, 그리고 가격할인이 의류제품의 상표전환에 미치는 영향)

  • Oh, Soo-Min;Hwang, Sun-Jin
    • Journal of the Korean Society of Clothing and Textiles
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    • v.31 no.3
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    • pp.440-450
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    • 2007
  • The purpose of this study was intended to investigate influence of consumer's brand loyalty, competitor's brand price and brand switching intention in condition of discount sale of casual apparel products. The data for the study was obtained through the use of an experimental design which was $2{\times}[2{\times}2]$ mixed factorial design. The subjects were 730 college students. The data were analyzed by cluster analysis, ANOVA, simple interaction analysis and simple main-effect analysis. The following results were founded: First, The results indicated that the 3-way interaction effects among consumer's brand loyalty competitor's brand price and discount on brand switching of casual apparel products. Second, the results indicated that the 3-way interaction effects among consumer's brand loyalty competitor's brand price and discount on consumer preference of casual apparel products. These results indicated that low brand loyalty group on casual products showed high preference and high brand switching on competitors brand when competitor's brand price was lower than preferred brand price and discount type was absolute frame. High bran loyalty group on casual apparel products preferred and switched high competitor's brand when discount type was absolute frame.