Analyzing Consumer Behavioral Characteristics with Sales Promotion Orientation: Differences in Shopping and Promotion Usage Behaviors

판촉지향성에 따른 의류상품 쇼핑관련행동과 판촉이용행동

  • 이영미 (영남대학교 섬유패션학부) ;
  • 박경애 (영남대학교 섬유패션학부)
  • Published : 2003.04.01

Abstract

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.

Keywords

References

  1. 김세희 (2000). 의류상품 소비자의 판매촉진 반응유형과 쇼핑성향. 서울대학교 석사학위논문
  2. 김진이 (1999). 쿠폰촉진이 소비자의 쿠폰이용행동에 미치는 영향에 관한 연구. 건국대학교 석사학위논문
  3. 선수임 (1999). 백화점 부대서비스시설 이용성향에 따른 소비자 유형별 특성분석- 점포이용행동과 의복구매관련행동을 중심으로- 영남대학교석사학위논문
  4. 오영심 (2001). 판매촉진이용성향에 따른 쇼핑가치 지각 및 소비자만족에 관한 연구. 연세대학교석사학위논문
  5. 원신희 (1996). 판매촉진 이용성향에 영향을 미치는 요인에 관한 연구. 중앙대학교 석사학위논문
  6. 이호석 (1993). 가격할인 추구 소비자에 대한 특성분석: 백화점 이용고객 중 성인 여성을 중심으로. 한국과학기술원 석사학위논문
  7. 장동진 (1997). 바겐세일 선호 소비자의 특성에 관한 연구. 단국대학교 석사학위논문
  8. TV홈쇼핑 이 충동구매 유도. (2002, 5. 27). 연합뉴스
  9. Bawa, K., & Shoemaker, R. W. (1987). The Coupon-Prone Consumer: Some Findings Based on Purchase Behavior Across Product Classes. Journal of Marketing, 51(October), 99-110
  10. Bawa, K., & Shoemaker, R. W. (1989). Analyzing Incremental Sales from a Direct Mail Coupon Promotions. Journal of Marketing, 53(3), 66-78 https://doi.org/10.2307/1251343
  11. Blattberg, R. C, & Neslin, S. A. (1990). Sales Promotion: Concepts, Methods, and Strategies. Englewood Cliffs, NJ: Prentice Hall
  12. Lichtenstein, D. R, Burton, S.,& Netemeyer, R. G. (1997). An Examination of Deal Proneness Across Sales Promotion Types: A Consumer Segmentation Perspective. Journal of Retailing, 73(2), 283-297.에서 재인용 https://doi.org/10.1016/S0022-4359(97)90007-5
  13. Chandon, P., Wansink, B., & Laurent, G. (2000). A benefit congruency framework of sales promotion effectiveness. Journal of Marketing, 64(October), 65-81
  14. Cronovich, T., Daneshjvary, R. & Schwer, R. K. (1997). The Determinants of Coupon Usage. Applied Economics, 29(12), 1631-1641 https://doi.org/10.1080/00036849700000039
  15. Diamond, W. D. (1992). Just What is a 'Dollar's Worth'? Consumer Reactions to Price Discounts vs. Extra Product Promotions. Journal of Retailing, 6S(3), 254-270
  16. Henderson, C. M. (1985). Modeling the Coupon Redemption Decision. Advances in Consumer Research, 12, 138-143
  17. Howell, R. D. (1970). A Multivariate Examination of a Patronage Model: The Impact of Values and Life Styles on Shopping orientations, Unpublished doctoral dissertation, University of Akansan
  18. 이은영, 김소영(1994). 소비자의 의복쇼핑성향에 관한 연구. 한국의류학회지, 18(3), 429-439.에서 재인용
  19. Kotler, P. (2001). A Framework for Marketing Managament. Prentiee-Hall, Inc
  20. Lichtenstein, D. R., Burton, S., & Netemeyer, R G. (1997). An Examination of Deal Proneness. Across Sales Promotion Types: A Consumer Segmentation Perspective. Journal of Retailing, 73(2), 283-297 https://doi.org/10.1016/S0022-4359(97)90007-5
  21. McCann, J. M. (1974). Market Segment Response to the Marketing Decision Variables. Journal of Marketing Research, 11(November), 399-412. https://doi.org/10.2307/3151286
  22. Montgomery, D. B. (1971). Consumer Characteristic Associated with Dealing: An Empirical Example. Journal of Marketing Research, 8(February), 118-120 https://doi.org/10.2307/3149741
  23. Narasimhan, C. (1984). A Price Discrimination Theory of Coupons. Marketing Science, 3(2), 128-147 https://doi.org/10.1287/mksc.3.2.128
  24. Srinivasan, S. S., & Anderson, R. E. (1998). Concepts and strategy guidelines for designing value enhancing sales promotions. Journal of Product & Brand Management, 7(5), 410-420 https://doi.org/10.1108/10610429810237745
  25. Webster, F. E. (1965). The 'Deal-Prone' Consumer. Journal of Marketing. 2(May), 186-189 https://doi.org/10.2307/3149982