• Title, Summary, Keyword: price sensitivity

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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.

Price Sensitivity, Repurchasing and Switching Intention of Internet Fashion Consumers (인터넷 패션 소비자의 가격민감도와 재구매 및 전환의도에 관한 연구)

  • Lee, Eun-Jin
    • Journal of the Korean Society of Clothing and Textiles
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    • v.39 no.1
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    • pp.106-120
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    • 2015
  • This study analyzed the effects of website and consumer's characteristics on price sensitivity as well as the effects of price sensitivity on repurchasing and switching intention. It ascertains differences in: website and consumer's characteristics, price sensitivity, and repurchasing and switching intention according to type of internet shopping mall. A survey was conducted from July 10 to August 20 in 2013, and 492 responses were used for data analysis. As a result, the reputation, ease of price search, and depth of product information positively influenced the price search and the interactivity of website characteristics positively influenced price importance. Product knowledge and information search of fashion consumers positively influenced price sensitivity. Also, the price sensitivity of internet fashion consumer positively influenced repurchasing intention. The price search positively affected the switching intention, while the price importance negatively affected the switching intention. Last, there were significant differences in the reputation, ease of price search, information search, price sensitivity, repurchasing and switching intention according to type of internet shopping mall.

The Influence of Innovativeness and Price Sensitivity on Purchase Intention of Smart Wear (혁신성과 가격민감도가 스마트의류의 구매의도에 미치는 영향)

  • Park, Hyun-Hee;Noh, Mi-Jin
    • Journal of the Korean Society of Clothing and Textiles
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    • v.36 no.2
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    • pp.218-230
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    • 2012
  • This study examines the influence of innovativeness and price sensitivity on the purchase intention of smart wear. A total of 211 copies of data were analyzed to investigate a structural model and test research hypotheses using AMOS 7.0 package. The results were summarized as follows. First, fashion innovativeness and technology innovativeness negatively affected price sensitivity; however, information innovativeness positively affected price sensitivity. Second, technology innovativeness positively affected the purchase intention of smart wear; however, fashion innovativeness and information innovativeness did not affect the purchase intention of smart wear. Third, price sensitivity negatively influenced the purchase intention of smart wear. This study is useful for marketers and managers who establish marketing and a price strategy for smart wear in an exploration of the relation of consumer innovativeness, price sensitivity, and the purchase intention of smart wear.

An Empirical Study on Factors Affecting Price Sensitivity and Choice of Internet Bookstores (인터넷 서점유형의 선택에 영향을 미치는 요인에 관한 탐색적 연구)

  • Oh, Jeong-Eun;Lee, Seung-Chang;Lee, Ho-Geun
    • Information Systems Review
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    • v.4 no.2
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    • pp.133-153
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    • 2002
  • Internet lowers the search cost to acquire information about products and sellers price information. Because consumers can easily compare prices among different Internet retailers, the price competition among merchants in Internet has been intensified. For online retailers, it is important to differentiate their sites from competitors based upon services rather than prices. This study investigates which factors influence on consumers price sensitivity in Internet book markets and examines whether consumers price sensitivity has any effect on the type of preferred Internet bookstore (hybrid or pure online book stores). Survey is conducted to empirically investigate the relationship among the various consumer attitudes and price sensitivity. The result shows that price search and price importance have effect on the choice of Internet bookstore. Consumers with higher price sensitivity preferred to purchase books from pure Internet bookstores rather than hybrid (click-and-mortar) bookstores. This study provides an exploratory framework that tries to understand consumer behavior about price sensitivity that might provide some marketing implications to lessen the price competition of Internet retailers.

A Case Study for Pricing Strategy Planning of a Family Restaurant Using Price-Sensitivity Measurement (패밀리 레스토랑의 가격 전략 수립을 위한 가격민감성 분석 사례 연구)

  • Choi Mi-Kyung;Lee Bong-Shik
    • Korean Journal of Community Nutrition
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    • v.11 no.2
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    • pp.253-260
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    • 2006
  • The purpose of this study was to suggest menu pricing strategy based on understanding about customer perceived value of products and services. The technique known as PSM (Price Sensitivity Measurement) was used for analysis of price sensitivity for 3 menu items of a family restaurant in Seoul. A questionnaire was developed through literature review and modified after pilot test. Questionnaires for the main survey were distributed to 250 customers on their visit to the restaurant, and a total of 138 questionnaires were used for analysis (55.2%). The statistical analysis of price sensitivity was conducted using PSM, and descriptive analyses were conducted using SPSS Win (12.0). The main results of this study were as follows: the price sensitivity of beef tenderloin steak was higher than two other menus and the stress range of teriyaki chicken was almost 0, that is, the price sensitivity of teriyaki chicken was very low. Present menu prices of 3 menu items were within the range of acceptable prices, but had some distances from the optimal pricing point. From the result of this study, it was concluded that price adjustment or price promotion strategy would be effective for increase in sales of beef tenderloin steak, and marketing strategies to enhance consumers' perceptions of value should be conducted for all menu items by situations. Overall, PSM technique could be a helpful tool for researchers and managers of foodservice organizations to understand how consumers' perceptions of value are affected by the interaction of price and quality.

Exploring the Role of Sensitivity on Fashion Innovativeness (민감성이 패션 혁신성에 미치는 영향)

  • Park, Hye-Jung
    • The Research Journal of the Costume Culture
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    • v.15 no.6
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    • pp.1078-1083
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    • 2007
  • The purpose of this study is to identify the relationships among price sensitivity, brand sensitivity, and fashion innovativeness. The data used in this study were gathered through surveying university students residing in Seoul metropolitan area using convenience sampling method. One hundred thirty eight questionnaires were used in statistical analysis, confirmatory factor analysis and path analysis using structural equation modeling. The results showed that the higher the price sensitivity, the lower the fashion innovativeness and the brand sensitivity.

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A Study on the Price Sensitivity and Postpurchase Satisfaction in Internet Shopping Mall (인터넷 쇼핑몰에서 가격민감도와 구매후 만족도에 관한 연구)

  • Kim, Si-Wuel;Park, Bae-Jin
    • Journal of the Korean Home Economics Association
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    • v.41 no.9
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    • pp.69-83
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    • 2003
  • Today, because of the consumers who should constantly decide which to buy in a flood of information can't search for complete information by the limited time and the lack of the ability in evaluating the goods, the price being important as the information clue in consumers' goods or dependence on the price will be gradually increasing. The purpose of this study is to know how much price sensitivity recognized by consumers will have and effect on buying feeling of satisfaction in internet shopping mall. The result of this study is that the consumers' target-oriented behavior searching appropriate price for buying goods in internet shopping mall substantially elevates the price sensitivity and shapes the positive attitude toward the feeling of satisfaction. It is meaningful in that it has provided the base for studying the price sensitivity centering around some limited factors through actual proof of how the consumers respond to the price at this point of activating online transactions.

The Effects of Internet Fashion Consumer Characteristics, Shopping Motivation, and Price Sensitivity on Negative Purchasing Behavior (인터넷 패션 소비자의 특성과 쇼핑동기 및 가격민감도가 부정적 구매행동에 미치는 영향)

  • Lee, Eun-Jin;Kim, Jong-Ouk
    • Fashion & Textile Research Journal
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    • v.15 no.3
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    • pp.381-392
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    • 2013
  • This study analyzed the effects of internet fashion consumer characteristics and shopping motivation on price sensitivity as well as the effect of price sensitivity on negative purchasing behavior. A survey was conducted from August 10 to September 20 in 2012 and 364 responses were used in the data analysis. The statistical analysis methods were frequency analysis, factor analysis, reliability analysis, and multiple regression analysis. The characteristics of internet fashion consumers were composed of innovation tendency, impulse buying tendency, information orientation, and variety seeking tendency. Shopping motivation was composed of convenient motivation, social motivation, hedonic motivation, product motivation, and economic motivation. The information orientation and variety seeking tendency of internet fashion consumers influenced the price search. The innovation tendency, impulse buying tendency, and variety seeking tendency of internet fashion consumers influenced the price importance. Convenient motivation, hedonic motivation, and product motivation positively affected the price search; however, social motivation negatively affected the price search. The social motivation, hedonic motivation, and economic motivation of internet fashion consumers positively affected price importance. Price search and price importance influenced the purchasing delay; in addition, price search influenced the switching intention. The results of this study provide useful information for customer management and internet shopping mall marketing strategies.

Price-Sensitivity Measurement of a Forest Welfare Facility (산림복지 인프라 가격결정을 위한 가격민감성 분석)

  • Lee, Sanghyun;Lee, Hoseung;Lee, Juyoung
    • Journal of Environmental Science International
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    • v.26 no.4
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    • pp.483-491
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    • 2017
  • This study provides basic data for the cost operating strategy of forest welfare infra facilities. We use the Price-Sensitivity Measurement technique (PSM) for a forest welfare infra facility (healing forest, wood camping, forest leisure sport, etc.). In addition, we conduct a survey in the four target locations (Kyung-gi, Kyung-sang, Chung-cheong, and Jeolla) and receive answer from 390. The results show that higher the price of present infra facilities, higher the price sensibility. The forest welfare infra facilities we include are healing forest 1,894 won, wood camping 5,625 won, mtb park 9,530 won, mountain horseback riding 14,556 won, paragliding 20,252 won, mountain ski 3,075won. However, we investigate zip-lines at lower than current price levels.

Developing Room Pricing Marketing Strategy of the National Recreation Forest Using Price-Sensitivity Measurement (가격민감성분석을 이용한 국립자연휴양림 객실가격 마케팅 전략 개발)

  • Han, Sang-Yoel;Kim, Jae-Jun
    • Journal of Korean Society of Forest Science
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    • v.97 no.1
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    • pp.118-126
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    • 2008
  • This research was conducted to develop pricing strategy based on understanding about customer perceived value of lodging facilities in national recreation forest. The technique known as PSM (price-sensitivity measurement) was used for analysis of price sensitivity for two kinds of lodging (log-cabin and forest-hotel) and for room sizes (4, 5, 6, 7 persons). PSM questionnaire for on-site survey were distributed to 236 customers on their visit to the six national recreation forests. The main results of this study were as follows: the price sensitivity of big size was higher then small, also, the price sensitivity of log cabin was higher then forest-hotel. Present prices were within the range of acceptable prices except prices of the use of 6 and 7 person of log-cabin. From the result of this study, it was concluded that price adjustment or price promotion strategy would effective for increase in sales and marketing strategies to enhance consumers' perceptions of value should be conducted for two room types by situations.