• 한국의류학회지
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• 제36권2호
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• pp.138-151
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• 2012

This study determines a consumer retail store choice by applying the Analytic Hierarchy Process (AHP) method for multi-criteria decision-making in the fashion retail industry. The study provides detailed and relevant information for management, marketers of fashion retail stores, and to improve competition between suppliers. Data was collected in February 2011 from questionnaires completed by 319 university students in Busan, South Korea. One of the major findings of this study was that consumer store preference was affected by the following factors in order of importance: product, image, service quality, and purchase facilitation. Brand image was assessed to be the most important of the evaluation elements, followed by individuality, style, and price. The results of rating the relative importance and priority of fashion retailers showed that department stores ranked most highly, followed by outlet malls, Internet shopping malls, brand malls, and discount stores.

• 자원ㆍ환경경제연구
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• 제22권1호
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• pp.3-29
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• 2013

The purpose of this study is to estimate consumer preferences on hybrid cars and electric cars by employing a choice experiment reflecting the various market conditions, such as different projected market shares of green vehicles and $CO_2$ emission regulations. Depending on different market scenarios, we examine as to which attribute and individual characteristic affect the preferences of potential consumers on green vehicles and further, forecast the potential market shares of green cars. The primary results, estimated by a conditional logit and panel probit models, indicate that sales price, fuel cost, maximum speed, emission of air pollutants, fuel economy, and distance between fuel stations can significantly affect consumer's choice of environment-friendly cars. The second finding is that the unique features of electric cars might better appeal to consumers as the market conditions for electric cars are improved. Third, education, age, and gender can significantly affect individual preferences. Finally, as the market conditions become more favorable toward green cars, the forecasted market shares of hybrid and electric vehicles will increase up to 67% and 14%.

• 융합경영연구
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• 제8권3호
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• pp.9-21
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• 2020

Purpose: Previous literature shows that a price promotion serves as a negative cue of product quality especially when consumers have no additional information about the product's other attributes. In this research, we explore how the effect of price promotions on consumers' perceptions of product quality changes depending on their ability to compare promoted product attributes with competitive products' attributes. Research design, data and methodology: Specifically, we use a series of scenario-based lab experiments using different types of products and explore if attribute alignability among competing products in a consumer's choice set influences consumers' ability to compare the product attributes and perceived quality. Results: Our study findings show that high attribute alignability among products makes consumers easier to compare the product attributes and thereby focus more on non-price information than price information. We also show that attribute alignability serves as a moderator and decreases perceived quality when the promotion level is higher. Therefore, the attribute alignability weakens the negative impact of a price promotion on consumers' perceived product quality. Conclusions: Our study findings provide new insights on how to implement price promotion strategies while keeping products' perceived quality, by considering the product's relationships with competing products in a choice set.

• 한국경영과학회:학술대회논문집
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• 한국경영과학회 2006년도 추계학술대회
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• pp.161-164
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• 2006

The sales of consumer durables are composed of first time purchases and replacement purchases. Since the sales for most mature durable products are dominated by replacement sales, it is necessary to develop a model incorporating replacement component of sales in order to forecast total sales accurately. Several single product diffusion models incorporating replacement demand have been developed, but research addressing the multi-product diffusion models has not considered replacement sales. In this paper, we propose a model based on consumer choice behavior that simultaneously captures the diffusion and the replacement process for multi-product relationships. The proposed model enables the division of replacement sales into repurchase by previous users and transition purchase by users of different products. As a result, the model allows the partitioning of the total sales according to the customer groups (first-time buyers, repurchase buyers, and transition buyers), which allows companies to develop their production and marketing plans based on their customer mix. We apply the proposed model to the Korean automobile market, and compare the fitting and forecasting performance with other Bass-type multi-product models.

• 한국경영과학회:학술대회논문집
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• 대한산업공학회/한국경영과학회 2006년도 춘계공동학술대회 논문집
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• pp.1863-1871
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• 2006

This paper develops and defends the concept of reference-quality in consumer choice, demonstrating its impact on aggregated market demand. The concept of reference-quality refers to an internal standard against which observed qualities are compared in consumer choice behavior. In doing so, we examine and reveal the formation mechanism and the structure of reference-quality in the U.S. wireless phone market. Consequently, we recognize and introduce a brand-specific reference both in price and product quality in aggregated product demand which enable us to measures the responsiveness of market demand to the innovation of a certain brand.

• 한국건설관리학회논문집
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• 제17권4호
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• pp.28-39
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• 2016

소득수준 향상 및 인구특성 변화에 따라 증가하는 복합의료서비스 수요에 대응하여 본 연구는 의료복합시설을 부동산개발을 위한 독립적인 대상으로 고려하여 의료복합시설 개발을 위한 시설용도별 이용자 선택기준에 대한 분석을 실시하였다. 이를 위해 개발수요분석을 위한 기초자료로서 시설선택기준을 정의하고 AHP분석을 통해 중요도와 우선순위를 도출하였다. 의료복합시설을 구성하는 '의료관련시설', '지원시설', '보건 및 편의시설' 및 '기타시설'의 네 가지 시설용도에 따라 중요도를 비교 분석한 결과, '시설의 수준', '이용가격', '이용 편리성', '병원의 수준', '서비스', '인접성', '교통의 편리성' 등의 기준들이 서로 다른 차이를 보여 복합 시설 용도 별 이용객의 선택속성에 대한 시사점을 제공하였다. 연구결과를 통해 향후 의료복합시설 개발 시 타당성 분석 및 평가를 위한 기초적인 자료를 마련하고 용도 간의 최적의 조합을 통한 시설구성 대안을 도출하여 효율적인 개발을 위한 자료로 활용되고자 한다.

• 복식문화연구
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• 제10권5호
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• pp.493-503
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• 2002

This study examined consumer characteristics and consumers' clothing purchase behavior for each of the four fashion brand types. The ultimate purpose of this study is to suggest the most effective marketing strategy for competitive advantage in fashion brand strategy. The subjects selected for the final analysis are 412 women of age 20 thru 34 in Seoul and areas. The data were analyzed using frequency, percentage, factor analysis, chi-square test, ANOVA, duncan test. The results of our study indicate that it is possible to meaningfully describe and contrast four brand types based on consumer's characteristics and purchase behavior. 1. The clothing brand is classified into four types : Designer brand 10.9%, National brand 27.2%, Middle-price brand 36.2%, Low-price brand 25.7%. 2. There are significant diferences according to four brand types in the demographic traits such as age education and income the average monthly spending on clothing. 3. There are an important discrimination according to tow brand types in their clothing purchase behavior such as information usage, clothing choice criterion and brand choice motivation. 4. Based on the result of this analysis and the review of literature, the brand strategy is suggested that characteristic and products development is efficient way to each brand consumers' purchase need. Therefore each brand which pursue an added value must frame marketing strategy on the basis of the target consumers' sensitivity characteristic according to the fashion consciousness.

• 수산경영론집
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• 제40권2호
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• pp.27-48
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• 2009

The objective of this paper is to estimate consumer's marginal willingness to pay(MWTP) for cold chain system attributes of mackerel using choice experiment questionnaires. The survey data were analyzed by conjoint analysis method with multinominal logit model. The five cold chain system attributes with $2{\sim}4$ attribute levels were considered : low temperature safekeeping of fishing boats, a kind of transport truck and packing box, using degree of low temperature facility in distribution, mackerel price per fish(1kg). At least 827 people were asked to participate in the survey. The major findings and implications of this study can be summarized as follows : The estimated multinominal logit model is statistically significant and the total consumers willingness to pay for the improved cold chain system attributes is 6,476 won (per kg). Compared with the base price(2,500 won/kg), the estimated MWTP is 2.5 times higher than the base price. Therefore, the consumer has a willingness to pay for the fresh and safe fish products, even though more money is paid. To satisfy the consumer's needs, cold chain system is necessary in point of long-term. In this reason, The government's policy support is needed for promoting cold chain system in fishery, and a master plan should be prepared.

• 산업경영시스템학회지
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• 제42권3호
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• pp.157-166
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• 2019

The study had subject to find out what factors Korean automobile consumer is considering in their decision to purchase cars in the situation of the growing competition in the domestic automobile market. In order to this end, the previous study was reviewed to select various factors considered in the process of buying cars. Based on this, Analytic Hierarchy Process was used to prioritize which factors were considered more important by consumers. In the result of study, we could find that performance had the highest priority, and the second ranking was the price. In contrast, image of brand and convenience of maintenance were shown to be relatively low in importance, ranking $3^{rd}$ and $4^{th}$, respectively. Beside, we could recognized the ranking of other detailed factors. This study has an academic implication in that it is able to grasp the latest tendency of consumers' purchase choice of car and to make conclusion by applying AHP analysis method to study of related subject. It also have practical significance that can be a basis for make sense what factors should be taken by the automobile industry to uprise the purchase of the consumers through the identification and preparation of the purchase selection criteria of domestic automobile buyers.

• 한국식생활문화학회지
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• 제25권2호
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• pp.141-149
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• 2010

A number of factors are thought to influence people's food choices, and there has recently been an increasing emphasis on understanding the consumer's motives behind choice of food types. For one thing, an individual's personal food-related tastes are thought to certainly influence personal food choice. This study aimed to discover the new motives for food, and what motives determine the food choice of foreigners living in Korea. Subjects (N=210) completed a Food Choice Questionnaire (65 questions) measuring specific motives and sociodemographic conditions (9 questions). Factor analysis and ANOVA were used to ascertain the food choice motives. Fourteen factors emerged, which were labeled health, mood, convenience, sensory appeal, natural content, price, weight control, familarity, political value, ecological protection. and religion. We also found that motives for new food choices include national image and information, ethnic food, and sanitation. Items were analysed to determine differences according to nationality, religion, occupation, and length of residence in Korea. All subjects thought sanitation is the most important motive in choice of food, and health, natural content, and ethnic food were also important.