• 마케팅과학연구
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• 제19권3호
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• pp.17-27
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• 2009

典型的价格促销是指降低一定数量产品的价格或以相同的价 格获得更多数量的产品, 从而增加价值和创造经济的激励购买. 价格促销经常用来鼓励没有消费过产品或服务的用户试用产品或服务. 因此, 理解价格促销对那些从来没有使用过促销品牌的消费者的此品牌质量认知的影响是很重要的. 然而, 如果消费者通过价格促销获得的产品的质量不好, 促销可能达不到用经济的刺激方法来增加销售的效果. 相反则有可能发生. 具体来说, 通过价格促销消费者产生低的质量的认知会削弱经济的和心理上的激励, 减少购买的可能性. 因此, 对市场营销人员来说理解品牌的价格促销信息如何影响消费者对此品牌的质量的不良认知是非常重要的. 先前的有关价格促销对质量认知的影响的研究有不一致的解释. 一些是关注价格促销对消费者认知的不利影响. 但是其他的研究显示价格促销并没有提高消费者对品牌的不良认知. 之前的研究发现这些不一致的结果和价格促销曝光的时机以及相关的试验得出的质量评估有关. 而且, 消费者是否经历过产品促销都可能会调节这些影响. 一些研究把产品类别的不同作为基本的因素. 本研究的目的是探讨在不同的情况下, 价格促销信息对消费者的不良的质量认知产生的影响. 作者控制了促销曝光的时机, 过去的各种促销形式以及信息发布的方式. 与以往的研究不同, 作者通过控制以前个人使用此产品的经验的潜在调节作用来测试事先设定限制的价格促销的影响. 这样的操作可以解决相关的有可能产生的争议. 这种方法对实际工作方面也是有意义的. 价格促销不仅适用于已存在的目标消费者, 而且可以鼓励没有使用过产品和服务的消费者尝试此产品或服务. 因此, 对市场营销人员来说理解品牌的价格促销信息如何影响消费者对此品牌的质量的不良认知是非常重要的. 如果没有使用过这个品牌的消费者通过价格促销获得的产品的质量不好, 促销可能达不到用经济的刺激方法来增加销售的效果. 相反则有可能发生. 另外, 如果价格促销结束, 购买了这个产品的消费者可能会出现明显的减少再购买行为. 通过文献回顾, 假设1用来探讨消费者通过过去的价格促销获得的质量认知的调节作用. 消费者对没有使用过的品牌的价格促销而产生的质量认知的影响会被此品牌过去的价格促销活动所调节. 换句话说, 消费者会对没有进行过价格促销的没有使用过的品牌产生不良的质量认知. 假设2-1:未使用过的品牌进行首次价格促销的时候, 价格促销的信息发布的方式将影响价格促销的成败. 假设2-2:消费者越不在意价格促销的原因, 越容易对产品的质量产生不良的认知. 通过测试1, 简要地解释了产品和品牌在提供四种价格促销形式之前并解释说明了每种价格促销形式. WAVEX这个虚拟品牌的质量的认知被评估为7. 网球拍被选中的原因是由于选定的产品组必须过去几乎没有价格促销活动来消除促销的平均次数对价格促销信息的影响, 正如Raghubir和Corfman(1999)所提出的. 测试2也用网球拍作为产品组, 主持测试2的管理者与测试1相同. 随着测试1, 选择了对产品组熟悉而对产品不熟悉的受访者. 每个受访者被分配到代表WAVEX价格促销的两种不同信息发布方式的两组中的一组. 在评估WAVEX的质量认知为7以前, 受访者看了每个促销信息. 不熟悉的实验品牌的价格促销对消费者的质量认知的影响被证明为会被以前有过或没有价格促销活动所调节. 与过去的促销行为一致是使品牌评估变得更糟的不良影响的重要变量. 如果此品牌从未进行过价格促销, 价格促销活动会对消费者的质量认知产生不良的影响. 第二, 不熟悉的品牌进行首次价格促销时, 促销信息的发布方式会影响公司促销的成败. 当消费者进行性格归因和情境归因的比较时, 质量认知的不良影响会更大. 与先前主要关注具有或不具有情境/性格归因中良好或不良的动机的研究不同, 本研究的焦点是检验如果公司提出了具有说服性的理由, 即使消费者在价格促销行为中有性格归因, 情境归因也可以被推断出的事实. 这种方法, 在学术方面取得了很大的成果, 意义在于它运用非数学的问题来解释固定和调整过程而不像以前的研究大部分是把它用于数学问题来解释. 换句话说, 根据基本属性错误, 有很大的倾向去性格地归因其他的行为. 当这种情况出现在价格促销时, 我们可以推断出消费者很有可能性格地归因公司的价格促销行为. 反而, 即使在这种情况下, 公司可以调整消费者的锚定性来降低性格归因的可能性. 另外, 不像多数对价格促销的长/短期影响的以往的研究, 只考虑价格促销对消费者的购买行为影响, 本 研究测试对质量认知的影响, 一个影响消费者购买行为的因素. 这些结果在实际工作方面有重要启示. 本研究的结果可以作为新产品有效的提供促销信息的指南. 如果品牌要避免错误的暗示, 比如在施行价格促销战略时被认为是产品的质量不好, 一定要为促销提供清晰合理的理由. 尤其是对那些以前没有进行过价格促销活动的公司来说, 提供明确的理由尤其重要. 不一致的行为可以导致消费者的不信任和焦虑. 这也是无止境的价格战的风险的重要因素之一. 没有事先通知的价格促销会使消费者怀疑, 但不会影响市场份额.

• 한국유기농업학회지
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• 제25권1호
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• pp.23-35
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• 2017

The objective of this study is to analyze a price of environment-friendly and conventional rice with POS data. And we estimate the value of environment-friendly's certification with hedonic price model. In case of price level, organic and pesticide-free rice is higher than conventional rice, 22.5% and 10.6%, respectively. In contrast, price variation of conventional rice is higher environment-friendly rice. The value of organic and pesticide are 839.5 Won and 313.7 Won, respectively. As time goes by, the certification's value goes down in environment-friendly rice. In particular, price level and certification's value of pesticide-free rice is similar with conventional rice. The results of this study show that price of the environment-friendly rice is not higher than expected. Therefore it is necessary to establish a new marketing and promotion strategies for environment-friendly rice.

• 수산경영론집
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• 제27권1호
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• pp.67-90
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• 1996

As an important factor of capitalism economics, price of commodities represents a certain country's economic index. For having correct price policy, there should be an appropriate mechanism to make and use systematic statistical data on price. Price statistics are made by indexes and price indexes are categorized into producer price index(PPI) and consumer price index(CPI). The Bank of Korea is publishing producer price index every year, but the producer price index contains some problems. These include as follows : (a) the impractical selection of fisheries products sample (b) uncorrect measure of aquatic products weights (c) investigating sample places. This study try to substitute producer price index of aquatic products and change construction of fisheries producer price index with experimental research on representative fisheries, weight of each fisheries, and suitability of investigating sample places. It is possible to improve practical fisheries producer price index with the results of this research. The findings are as follow. (a) It will be helpful for the government to make the fisheries price policy. (b) It can be used to understand trends of accurate price and price increase of aquatic products, and it's possible to compare with it other industrial indexes including the mining, agricultural, and manufacturing industry and understand relative price movement. (c) When free sales systems of fisheries products as expected, it will be helpful to analyze price movement of producing fisheries cooperatives, producing fisheries market and consuming fisheries market, analysis of market, and formation and consideration of budget. (d) It can be an important index to determine labor wage.

• 유통과학연구
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• 제20권1호
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• pp.87-98
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• 2022

Purpose: This research investigates whether the existence of preannouncing price discount before purchase has an effect on after regret about purchasing and price fairness perception. Moreover, this paper examines whether the preannouncing effects on regret (or price fairness perception) are moderated by motive inference type (or brand trust). Research design, data and methodology: This experimental design consisted of total 8 between-subjects full factorial, which is completed by 2 (preannouncing price discount before purchase) × 2 (motive inference type) × 2 (consumer's brand trust level). Results: First, regret (or price fairness) differs depending on the presence/absence of preannouncing price discount before purchase and price discount motive inference type. Second, interaction effect of preannouncing price discount presence/absence before purchase and price discount motive inference type on regret (or price fairness) after purchase differs depending on motive inference type (or brand trust). Conclusions: Preannouncing external cue could decrease the possibility of consumers to regret and prevent consumers perceiving price change as unfair. Thus, corporations should sufficiently explain to consumers about preannouncing and specific reason of price fall in order to decrease regret caused by price fall and to increase price fairness perception from preannouncing effect.

• 자원ㆍ환경경제연구
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• 제22권4호
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• pp.759-784
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• 2013

배출권거래제에서는 할당된 배출권과 상쇄배출권을 의무준수에 이용할 수 있으며, 가격차이가 존재하면서 대체가능한 상품의 존재는 의무준수에 수반되는 총 비용을 줄일 수 있는 기회이면서 차익거래의 기회로 작용한다. 본 연구는 EU ETS의 Phase 2 전 기간을 대상으로 할당 배출권인 EUA와 상쇄배출권인 sCER 간의 가격 영향 요인을 각각 살펴보고, 두 유닛간의 차격차이를 의미하는 스프레드의 발생원인 및 결정 요인을 AR-GARCH 모형을 사용해 분석하였다. 분석결과 EUA와 sCER은 EU ETS를 중심으로 공통적인 가격 영향 요인과 상이한 가격 영향요인이 존재하는 것으로 나타났다. EUA와 sCER은 석탄가격(-), 금융위기(-)와 같은 에너지와 경제변수, 제도 운영변수에 대해서는 공통적인 영향을 받지만, 전력가격, CER 사용제한과 같은 정책변수, EUA와 ERU간의 가격차 등에 대해서는 서로 다른 영향을 받는 것으로 분석되었다. 에너지가격이 상승할 경우 탄소배출권 가격의 스프레드가 넓어지는 경향을 나타내었고, 특히 석유 가격과 전력 가격의 변동은 탄소배출권 가격의 변동 폭을 크게 하는 것으로 분석되었다. 한편, EUA와 ERU의 가격 차이가 커질수록 스프레드가 넓어지는 현상을 나타냈는데, 이러한 결과는 EU ETS의 운영상 특징으로 인해 EUA와 ERU의 가격차이가 sCER의 가격과 음(-)의 관계를 갖는 것으로 판단된다. 본 연구는 EU ETS의 Phase 2를 전 기간을 대상으로 탄소배출권 가격 스프레드의 변동 원인을 실증 분석하여, 2012년도에 EUA와 sCER의 스프레드가 급속히 증가하는 원인을 설명했다는 의의를 갖는다. 아울러 이러한 원인들이 대부분 정책적인 변화라는 측면에서 향후 우리나라에서 도입예정인 ETS에 대해서도 에너지 가격 등의 구조적인 요인들과 함께 정책적인 측면도 가격 변동의 주요 원인이 될 수 있다는 점을 간접적으로 설명하였다.

• International Journal of Advanced Culture Technology
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• 제8권1호
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• pp.62-70
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• 2020

As an effective means of price discrimination, some suppliers offer trade credit to the distributors in order to stimulate the demand for the product they produce. The availability of the delay in payments from the supplier enables discount of the distributor's selling price from a wider range of the price option in anticipation of increased customer's demand. Since the distributor's lot-size is affected by the demand for the customer, the distributor's lot-size and the selling price determination problem is interdependent and must be solved at the same time. Also, in many common business transactions, the distributor pays the shipping cost for the order and hence, the distributor's ordering cost consists of a fixed ordering cost and the shipping cost that depend on the order quantity. In this regard, we deal with the joint lot-size and price determination problem when the supplier allows delay in payments for an order of a product. The positive effects of credit transactions can be integrated into the EOQ (economic order quantity) model through the consideration of retailing situations, where the customer's demand is a function of the distributor's selling price. It is also assumed that the distributor's order cost consists of a fixed ordering cost and the variable shipping cost. We formulate the distributor's mathematical model from which the solution algorithm is derived based on properties of an optimal solution. A numerical example is presented to illustrate the algorithm developed.

• 한국의류학회지
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• 제31권3호
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• pp.440-450
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• 2007

The purpose of this study was intended to investigate influence of consumer's brand loyalty, competitor's brand price and brand switching intention in condition of discount sale of casual apparel products. The data for the study was obtained through the use of an experimental design which was $2{\times}[2{\times}2]$ mixed factorial design. The subjects were 730 college students. The data were analyzed by cluster analysis, ANOVA, simple interaction analysis and simple main-effect analysis. The following results were founded: First, The results indicated that the 3-way interaction effects among consumer's brand loyalty competitor's brand price and discount on brand switching of casual apparel products. Second, the results indicated that the 3-way interaction effects among consumer's brand loyalty competitor's brand price and discount on consumer preference of casual apparel products. These results indicated that low brand loyalty group on casual products showed high preference and high brand switching on competitors brand when competitor's brand price was lower than preferred brand price and discount type was absolute frame. High bran loyalty group on casual apparel products preferred and switched high competitor's brand when discount type was absolute frame.

• 복식
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• 제66권2호
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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.

• 대한예방한의학회지
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• 제11권2호
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• pp.87-99
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• 2007

Background : Most traditional Korean doctors use "Packed Herbal Medicine", which is made from boiling various herbs together. However, the current insurance system doesn't cover the act of making packed herbal medicine. Therefore it is urgent for these doctors to study and find the best and most logical insurance program to cover the Packed Herbal Medicine system. Objectives : The purposes of this study were to investigate whether Announced System of Herb Price is proper for stability of medical herbs's price. Methods : This study made these following results by studying medical herbs's price of KOMD(The korea oriental medicine distribution company) from 2004 March to 2007 March The results are summarized as follows ; The 50 most frequently used herbs were chosen from the 831 standard prescriptions according to 26 pre-determined specific diseases. These prescriptions are considered the most important for this study and insurance purposes. fluctuations of fifty medical herbs which were used much about a predetermined list of 831 prescriptions are multiple function not linear equation. fluctuations of fifty medical herbs which were used much about a predetermined list of 831 prescriptions are different according to time. Therefore, to notify medical herbs's price is valid method for stability of medical herbs's price.

• 한국의류학회지
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• 제31권7호
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• pp.1075-1084
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• 2007

The purpose of this study is to find out the important factors and efficient strategies concerning internet marketing. This study tries to examine satisfaction of the on-line consumers on internet shopping mall via fashion products. To fulfill this objectives, a survey was conducted from May 15 to May 30 in 2006, and an subject of study is men and women aged from 10s to 40s in purchase experience of the fashion merchandise to internet shopping malls. Data collected over the internet, and analyzed the 205 subjects. The statistical analysis methods was frequency analysis, reliability analysis, factor analysis, multiple regression analysis. The empirical studies were summarized as follows. First, internet shopping mall's fashion goods attributes(goods characteristics, aesthetic expression, variety of goods) significantly affect consumer's utilitarian shopping value. Second, internet shopping mall good's price attributes(economical efficiency of price, price reasonableness, price value, price information, price discount) significantly affect consumer's shopping utilitarian shopping value and hedonic shopping value. Third, consumer's utilitarian shopping value and hedonic shopping value are positively related to the internet consumer's shopping satisfaction.