국내 대형마트의 유통업체 브랜드 상품 구매 소비자의 특성 분석에 관한 연구 (The Study of Characteristics of Consumer Purchasing Private Brand Products at Large-Scale Mart)
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- 한국유통학회지:유통연구
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- 제15권4호
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- pp.1-19
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- 2010
최근 대형마트를 중심으로 유통업자브랜드(PB) 상품의 확대가 이루어지고 있다. 대형마트는 소비자가 상품을 구입할 때 PB를 또 하나의 고려 상표군으로 인식하길 바라고 있지만, 소비자들의 반응은 여전히 PB상품에 대해 중립적인 입장이다. 즉 소비자마다 각기 다른 평가를 내리고 있다. 따라서 본 연구는 PB상품을 구매한 소비자들의 특성을 분석하여 PB상품 개발과 판매에 있어 마케팅적 시사점을 주고자 한다. 본 연구는 서울과 경기 지역에 있는 소비자 설문조사 자료를 이용하였으며 프로빗 모형을 이용하여 PB상품을 구매하는 소비자들의 특성을 분석하였다. 분석 결과 인구통계학적 특성으로는 결혼여부, 소득수준, 거주지역이 PB상품 구매에 영향을 미치는 요인으로 나타났으며, 구매특성으로는 대형마트 방문 빈도가 유의한 요인으로 나타났다. 구체적으로 살펴보면, 미혼자보다 기혼자가 PB상품을 구입할 확률이 더 높게 나타나, DM(Direct Mail)발송이나 핸드폰 SMS(Short Message Service) 발송 등 PB상품 판촉활동의 타겟팅에 있어 기혼자에 대한 비중을 높일 필요가 있을 것으로 보인다. 둘째, 소득수준과 관련해서는 고소득계층보다 중산층(월소득 301~600만원) 소비자들이, 서울지역보다는 지방 거주 소비자들이 PB상품 구매 확률이 높았다. 이러한 소비자들의 특성은 가격에 민감하기 때문에 소비자를 위한 추가 증정, 사은품 지급, 1+1행사 등을 강화할 필요가 있을 것으로 보인다. 셋째, 대형마트 방문 빈도가 월 2회 증가할 경우, PB상품을 구매할 확률이 5.3%이상 증가하는 것으로 나타나 소비자들의 내점빈도를 높일 수 있는 재미있는 매장 만들기, 찾아오는 서비스 등 다양한 집객 전략이 필요해 보인다. 결론적으로 PB상품이 단지 가격이 저렴한 일회성 구매 상품이라는 한계를 넘어 NB상품처럼 상품에 대한 로열티를 높이고 지속적 구매가 일어나도록 하기 위해서는 PB상품을 다른 제조업체 브랜드처럼 카테고리 내에서 하나의 고려 상품군(consideration commodity set)이 될 수 있도록 하는 노력이 필요하다.
In this study, grade of subjective symptom appealed by laborer of Jeollabuk-do was evaluated using questionary regarding factor made effect on musculoskeletal disease and in addition, studied relationship with health promotion life style of them. Based on the result, relationship of general characteristics of musculoskeletal subjective symptom and life-style of the subjects was concluded as below. 1. General characteristics of study subjects were as following. Ratio of male was higher as 57.7% of male and 42.2% female and age distribution was 5.1% of 20s, 34.99% of 30s, 36.3% of 40s and 23.7% of 50s and therefore,
인구사회학적 변수가 건강생활양식 실천도와 건강증진관련 행위의 실천율에 미치는 영향을 파악하기 위하여 1993년 6월 1일부터 2개월간 경주시에 거주하는 주민 1,903명을 대상으로 사전에 훈련된 조사원이 가구방문을 통하여 면접조사표에 의거 직접 면접식 설문조사를 실시하였다. 설문조사 내용은 인구학적 및 사회경제적 특성, 상병 및 의료이용양상, 그리고 건강증진과 관련된 행위(남자 24개, 여자 26개 항목)이었다. 조사대상자의 사회인구학적 특성별로 건강생활양식 실천도가 높은 경우한 남자의 고연령군, 유배우 기혼자와 사별한 자, 종교거 없는 사람, 아파트 및 연립주택 거주자, 남자의 저소득층과 여자의 고소득층, 공무원 및 사립학교 교직원 의료보험 가입자, 고학력자, 전문관리직 종사자, 만성질환 이환자 및 처체증자 등이었다. 건강증진 관련행위의 실천율에 있어 남자는 흡연, 음주, 청량음료음용, 육류섭취, 식염섭취 및 건강 진단율이 여자에 비해서 높았으며 여자는 과일 채소섭취율, 양치질수행률 및 우유음용률이 남자보다 높았다. 연령이 증가할수록 실천율이 높아지는 건강증진 관련행태로는 과일 채소섭취, 규칙적 식사, 아침식사, 식염섭취, 의사방문, 혈압측정 및 단골의사 보유였으며, 연령이 증가할수록 실천율이 낮아지는 것으로는 안전벨트착용, 양치질수행, 커피음용, 차음용, 청량음료음용, 우유음용 및 간염예방 접종이었다. 월평균 가구소득이 증가할수록 실천율이 높아지는 건강관련 행태로는 규칙적인 운동, 안전벨트 착용, 양치질수행, 커피음용, 차음용, 우유음용, 과일 채소섭취, 육류섭취, 건강진단, 간염예방접종 및 자궁암 검진이었으며, 반대로 소득이 낮을수록 실천율이 높은 것으로는 흡연을, 규칙적인 식사, 아침식사 및 유방암자가검진이었다. 생산직 및 농 어 축산업에 종사하는 사람은 다른 작업군에 비해 흡연율, 음주율, 의사방문율 및 단골의사 보유율이 높았고 안전벨트착용률, 양치질수행률 및 간염예방접종률은 낮았다. 판매 서비스직종의 경우는 커피음용률, 육류섭취율, 식염섭취율, 자궁암 검진율이 다른 직업군에 비해 높았던 반면, 충분한 수면을, 규칙적인 식사율, 아침식사율, 혈압측정률, 건강진단율은 낮았다. 사무직 및 전문 관리직이 다른 직업군에 비해 규칙적인 운동, 맨손체조, 안전벨트착용, 양치질수행, 차음용, 청량음료음용, 우유음용, 혈압측정, 건강진단, 간염예방접종 실천율은 높았으며, 식염섭취율과 자궁암 검진율은 낮았다. 교육수준이 높을수록 규칙적인 운동, 맨손체조, 안전벨트착용, 양치질수행, 커피음용, 차음용, 우유음용, 육류섭취, 간염예방접종 및 보조제 복용행위의 실천율이 높았으며, 음주율, 아침식사율 및 식염섭취율은 낮았다. 초졸 이하 군에서는 흡연율, 규칙적인 식사율, 의사방문율, 혈압측정률 및 단골 의사보유율이 높았다. 만성질환에 이환된 사람은 흡연, 음주, 규칙적인 운동, 맨손체조, 규칙적인 식사, 아침식사, 육류 섭취, 식염섭취, 의사방문, 혈압측정, 건강진단, 단골의사보유, 보조제 복용 등의 실천율이 높았으며, 만성질환에 이환되지 않은 사람은 안전벨트착용, 양치질수행, 충분한 수면, 커피음용, 차음용, 청량음료음용, 우유음용, 과일 채소섭취율, 간염예방접종, 자궁암 검진, 유방암 자가검진 등의 실천율이 높았다. 정상체중군에서는 흡연, 음주, 안전벨트착용 등의 실천율이 높았고, 과체중군에서는 규칙적인 운동, 맨손체조, 육류섭취, 식염섭취, 혈압측정, 건강진단, 단골의사보유율이 높았으며, 저체중군에서는 양치질수행, 우유음용, 보조제 복용률이 높았다. 결론적으로 인구사회학적 특성에 따라 건강생활양식 실천도와 건강증진 관련행위의 실천양상이 다양하게 나타났다. 따라서 건강증진 프로그램에 주민의 참여를 촉진시키고 건강관련행위의 실천을 권장하는 전략으로는 주민의 사회경제적인 특성을 고려한 건강증진 프로그램이 전개되어야 한다.
Today most developed countries provide modern medical care for most of the population. The rural area is the more neglected area in the medical and health field. In public health, the philosophy is that medical care for in maintenance of health is a basic right of man; it should not be discriminated against racial, environmental or financial situations. The deficiency of the medical care system, cultural bias, economic development, and ignorance of the residents about health care brought about the shortage of medical personnel and facilities on the rural areas. Moreover, medical students and physicians have been taught less about rural health care than about urban health care. Medical care, therefore, is insufficient in terms of health care personnel/and facilities in rural areas. Under such a situation, there is growing concern about the health problems among the rural population. The findings presented in this report are useful measures of the major health problems and even more important, as a guide to planning for improved medical care systems. It is hoped that findings from this study will be useful to those responsible for improving the delivery of health service for the rural population. Objectives: -to determine the health status of the residents in the rural areas. -to assess the rural population's needs in terms of health and medical care. -to make recommendations concerning improvement in the delivery of health and medical care for the rural population. Procedures: For the sampling design, the ideal would be to sample according to the proportion of the composition age-groups. As the health problems would be different by group, the sample was divided into 10 different age-groups. If the sample were allocated by proportion of composition of each age group, some age groups would be too small to estimate the health problem. The sample size of each age-group population was 100 people/age-groups. Personal interviews were conducted by specially trained medical students. The interviews dealt at length with current health status, medical care problems, utilization of medical services, medical cost paid for medical care and attitudes toward health. In addition, more information was gained from the public health field, including environmental sanitation, maternal and child health, family planning, tuberculosis control, and dental health. The sample Sample size was one fourth of total population: 1,438 The aged 10-14 years showed the largest number of 254 and the aged under one year was the smallest number of 81. Participation in examination Examination sessions usually were held in the morning every Tuesday, Wenesday, and Thursday for 3 hours at each session at the Namchun Health station. In general, the rate of participation in medical examination was low especially in ages between 10-19 years old. The highest rate of participation among are groups was the under one year age-group by 100 percent. The lowest use rate as low as 3% of those in the age-groups 10-19 years who are attending junior and senior high school in Taegu city so the time was not convenient for them to recieve examinations. Among the over 20 years old group, the rate of participation of female was higher than that of males. The results are as follows: A. Publie health problems Population: The number of pre-school age group who required child health was 724, among them infants numbered 96. Number of eligible women aged 15-44 years was 1,279, and women with husband who need maternal health numbered 700. The age-group of 65 years or older was 201 needed more health care and 65 of them had disabilities. (Table 2). Environmental sanitation: Seventy-nine percent of the residents relied upon well water as a primary source of dringking water. Ninety-three percent of the drinking water supply was rated as unfited quality for drinking. More than 90% of latrines were unhygienic, in structure design and sanitation (Table 15). Maternal and child health: Maternal health Average number of pregnancies of eligible women was 4 times. There was almost no pre- and post-natal care. Pregnancy wastage Still births was 33 per 1,000 live births. Spontaneous abortion was 156 per 1,000 live births. Induced abortion was 137 per 1,000 live births. Delivery condition More than 90 percent of deliveries were conducted at home. Attendants at last delivery were laymen by 76% and delivery without attendants was 14%. The rate of non-sterilized scissors as an instrument used to cut the umbilical cord was as high as 54% and of sickles was 14%. The rate of difficult delivery counted for 3%. Maternal death rate estimates about 35 per 10,000 live births. Child health Consultation rate for child health was almost non existant. In general, vaccination rate of children was low; vaccination rates for children aged 0-5 years with BCG and small pox were 34 and 28 percent respectively. The rate of vaccination with DPT and Polio were 23 and 25% respectively but the rate of the complete three injections were as low as 5 and 3% respectively. The number of dead children was 280 per 1,000 living children. Infants death rate was 45 per 1,000 live births (Table 16), Family planning: Approval rate of married women for family planning was as high as 86%. The rate of experiences of contraception in the past was 51%. The current rate of contraception was 37%. Willingness to use contraception in the future was as high as 86% (Table 17). Tuberculosis control: Number of registration patients at the health center currently was 25. The number indicates one eighth of estimate number of tuberculosis in the area. Number of discharged cases in the past accounted for 79 which showed 50% of active cases when discharged time. Rate of complete treatment among reasons of discharge in the past as low as 28%. There needs to be a follow up observation of the discharged cases (Table 18). Dental problems: More than 50% of the total population have at least one or more dental problems. (Table 19) B. Medical care problems Incidence rate: 1. In one month Incidence rate of medical care problems during one month was 19.6 percent. Among these health problems which required rest at home were 11.8 percent. The estimated number of patients in the total population is 1,206. The health problems reported most frequently in interviews during one month are: GI trouble, respiratory disease, neuralgia, skin disease, and communicable disease-in that order, The rate of health problems by age groups was highest in the 1-4 age group and in the 60 years or over age group, the lowest rate was the 10-14 year age group. In general, 0-29 year age group except the 1-4 year age group was low incidence rate. After 30 years old the rate of health problems increases gradually with aging. Eighty-three percent of health problems that occured during one month were solved by primary medical care procedures. Seventeen percent of health problems needed secondary care. Days rested at home because of illness during one month were 0.7 days per interviewee and 8days per patient and it accounts for 2,161 days for the total productive population in the area. (Table 20) 2. In a year The incidence rate of medical care problems during a year was 74.8%, among them health problems which required rest at home was 37 percent. Estimated number of patients in the total population during a year was 4,600. The health problems that occured most frequently among the interviewees during a year were: Cold (30%), GI trouble (18), respiratory disease (11), anemia (10), diarrhea (10), neuralgia (10), parasite disease (9), ENT (7), skin (7), headache (7), trauma (4), communicable disease (3), and circulatory disease (3) -in that order. The rate of health problems by age groups was highest in the infants group, thereafter the rate decreased gradually until the age 15-19 year age group which showed the lowest, and then the rate increased gradually with aging. Eighty-seven percent of health problems during a year were solved by primary medical care. Thirteen percent of them needed secondary medical care procedures. Days rested at home because of illness during a year were 16 days per interviewee and 44 days per patient and it accounted for 57,335 days lost among productive age group in the area (Table 21). Among those given medical examination, the conditions observed most frequently were respiratory disease, GI trouble, parasite disease, neuralgia, skin disease, trauma, tuberculosis, anemia, chronic obstructive lung disease, eye disorders-in that order (Table 22). The main health problems required secondary medical care are as fellows: (previous page). Utilization of medical care (treatment) The rate of treatment by various medical facilities for all health problems during one month was 73 percent. The rate of receiving of medical care of those who have health problems which required rest at home was 52% while the rate of those who have health problems which did not required rest was 61 percent (Table 23). The rate of receiving of medical care for all health problems during a year was 67 percent. The rate of receiving of medical care of those who have health problems which required rest at home was 82 percent while the rate of those who have health problems which did not required rest was as low as 53 percent (Table 24). Types of medical facilitied used were as follows: Hospital and clinics: 32-35% Herb clinics: 9-10% Drugstore: 53-58% Hospitalization Rate of hospitalization was 1.7% and the estimate number of hospitalizations among the total population during a year will be 107 persons (Table 25). Medical cost: Average medical cost per person during one month and a year were 171 and 2,800 won respectively. Average medical cost per patient during one month and a year were 1,109 and 3,740 won respectively. Average cost per household during a year was 15,800 won (Table 26, 27). Solution measures for health and medical care problems in rural area: A. Health problems which could be solved by paramedical workers such as nurses, midwives and aid nurses etc. are as follows: 1. Improvement of environmental sanitation 2. MCH except medical care problems 3. Family planning except surgical intervention 4. Tuberculosis control except diagnosis and prescription 5. Dental care except operational intervention 6. Health education for residents for improvement of utilization of medical facilities and early diagnosis etc. B. Medical care problems 1. Eighty-five percent of health problems could be solved by primary care procedures by general practitioners. 2. Fifteen percent of health problems need secondary medical procedures by a specialist. C. Medical cost Concidering the economic situation in rural area the amount of 2,062 won per residents during a year will be burdensome, so financial assistance is needed gorvernment to solve health and medical care problems for rural people.