International Journal of Human Ecology

The Korean Home Economics Association (대한가정학회)
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Effect of Attentiveness in Purchase behavior and Consumer Knowledge on use of unit Price Information

  • Kim Heaseon (Dept. of Consumer and Family-Child Studies, Sunchon National University) ;
  • Kim Bo-Geum (The Korea Housewives club Association, Chonbuk Division)
  • Published : 2004.12.01
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Abstract

The purpose of this study is to evaluate consumer use of unit price information introduced in Korea 1999. A total of 571 observations were analyzed by frequency, percent, and paired t-test using SPSS. The main findings are (1) consumers use unit price information to make better purchase decisions, (2) consumers with higher than average attentiveness in purchase behavior utilize unit price information to make better buying decisions, and (3) consumers with higher than average knowledge utilize unit price information to make better buying decisions. (4) Also if either attentiveness in purchase behavior or consumer knowledge is lower than average, unit price information helped consumers make better purchase decisions. (5) However, there was no difference among those consumers with below average or above average attentiveness and knowledge.

Keywords

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