• 산업융합연구
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• 제1권1호
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• pp.41-70
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• 2003

Many researches on brand equity have been focused in definition about it, factors of it, and the process of formation. Most of them have been used by voluntary production category, as is durable goods or nondurable goods. But this study, using the model is developed by Foote, Cone & Be1ding(FCB) Company, classified four fields, high-low involvement, rationality(rational or sensitive) involvement. The selected goods is a sensitive high involvement(casual wear). This study investigate the effects of brand equity and search the influences of brand equity formation according to factors of marketing mix. To this goals, this study kept a literature survey and a demonstrative research. In literature survey, there are several definitions of brand and brand equity. The research model is derived from selected factors of marketing mix and former study. This study used the regression analysis to verify effects from brand equity through the selected marketing mix. The research data is collected from the capital area. The focus of this study is effects of brand equity according to marketing mix. The followings are results and suggestions of this study. First, in the price factors, the affirmative effects are revealed the perceived quality and the brand awareness in a rational high involvement goods, the perceived quality and the brand associations in a sensitive high involvement goods, all factors of brand equity in a rational low involvement goods, and the perceived quality in a sensitive low involvement goods. As summary, the important characteristics is the price factors to consumers, and consumers recognize that a high price means a high quality. Second, in the store image factors, the affirmative effects are revealed all brand equity factors in a rational high involvement and a sensitive high-low involvement. A good store image incites more interest, contact, and visit from potential consumer. And such store offers more consumer satisfaction, simulates more active and positive conversation to consumers. Third, in advertising spending factors, the affirmative effects are revealed the brand awareness and associations in a rational high involvement and a sensitive high involvement, all brand equity factors in a rational low involvement and a sensitive low involvement. An advertisement increases not only a brand awareness but also strong brand associations. Forth, in price promotion factors, the affirmative effects are revealed the brand associations in a rational high involvement, the negative effects are revealed all brand equity in sensitive high involvement. According the result about the effects of brand royalty through the brand equity factors, a perceived quality and brand associations have positive effects to brand royalty in all factors. Consumers choice a deep perceived quality than other competitive brand. So, brand equity will increase according to a qualitative grade of a perceived brand by consumers. Brand associations represent a quality and a degree of involvement. In conclusion, brand associations and equity have a positive relation each other. According to the analysis results about a brand royalty of selected marketing mix factors, the affirmative effects are revealed the store image and price promotion factors in a rational high involvement, the price and store image in a sensitive high involvement, and the price and advertising spending in a rational low involvement. The results about the affect of selected marketing mix factors according to brand equity, are the perceived quality in a high involvement, and all brand equity factors in a low involvement. The affirmative effects about a store image are revealed all equity factors in high-low involvement. In advertising spending factors, the affirmative effects are revealed the brand awareness and associations in a high involvement goods, and the perceived quality and the brand awareness in a low involvement goods. In price promotion factors, the affirmative effects are revealed the brand awareness in a low involvement goods, and the negative effects are revealed the brand awareness in a high involvement goods. According to a degree of involvement, the results of a brand royalty through a brand equity factors are following. The affirmative effects are revealed the perceived quality and the brand royalty in a high involvement goods, and the brand awareness are revealed a negative effect. The affirmative effects are revealed the perceived Quality and the brand associations in a low involvement goods. So, in a high involvement goods, the brand royalty is built by strong brand associations, but, in a low involvement goods, the brand royalty is built also by a perceived Quality and a brand awareness. This study have some concept of limitation. So, this study presents a future direction of research. First, a future study has to have more deep analysis for this study analyzed through a limited marketing mix factors. Second, a future research has to get mutual effects about brand equity of marketing mix factors for this study has an individual marketing decision factors. Third, for the future, a brand equity needs a research about a several goods such as services, profit or nonprofit, industrial products, culture, and so on. Forth, the research have to diversify a various data for population.

• Asia Marketing Journal
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• 제14권1호
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• pp.53-81
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• 2012

묶음제품의 매력도를 증가시키기 위해 소비자들이 번들 오퍼에서의 가격 제시 프레이밍(framing)에 민감하다는 것을 이해할 필요가 있다. 동일 가격을 할인하더라도 묶음제품 요소 중 어느 요소에 가격할인을 표시하느냐에 따라 소비자의 묶음제품에 대한 지각된 매력도를 바꿀 수 있기 때문이다. 선행연구는 더 중요한 제품 요소에 할인이 할당될 때 효용이 증가한다는 주장과 덜 중요한 제품 요소에 할인을 위치시키는 것이 선호를 증가시킨다는 주장을 동시에 보이고 있다. 본 연구는 선행연구를 보완하여 묶음제품 가격 할인 제시 프레이밍효과에 대한 새로운 기제를 제시한다. 그리고 선행연구에서 믹스드(mixed)된 결론을 보이는 이유를 분석하여 밝힌다. 본 연구는 현실적인 번들링 전략 사용 상황을 고려하였으며, 좀 더 리얼한 번들링 세팅을 이용하여 가격 할인 제시 프레이밍 효과를 조사하고, 순수번들 및 혼합번들을 포함한 다양한 묶음제품을 이용하여 품질 불확실성 지각에 따른 조절효과를 분석하였다. 본 연구 결과, 소비자들은 높은 소비 혜택(high consumption benefit)보다 낮은 소비 혜택(low consumption benefit) 요소에 가격 할인을 위치시키는 것을 더 선호하였다. 가격민감성(price sensitivity)이 주요혜택에서는 낮고, 낮은 혜택에서는 높기 때문에 동일 가격이 할인될 때 낮은 혜택을 할인한 매장 제품에 대한 평가가 더 높게 나타났다. 또한 구매 시점에서 품질의 불확실성(perceived uncertainty of product quality)이 높을수록 가격민감성이 혜택 지각에 가지는 효과가 더 커지고 있었다. 본 연구의 공헌은 소비 혜택 지각 및 가격민감성 기제와 지각된 품질 불확실성의 조절효과를 통해 선행연구를 통합하고, 가격 제시 형태의 프레이밍 효과를 명확하게 설명하였다는 점이다.

• 한국건축시공학회지
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• 제12권6호
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• pp.624-635
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• 2012

Construction projects, including housing, are carried out over long periods of time. According to changes to the construction period, the cost of input materials and wages also changes. Therefore appropriate management is important in order to minimize cost risks caused by fluctuations in prices. In Korea, housing units are usually sold in lots prior to construction completion. Therefore, careful management of input elements such as materials and equipment that are sensitive to price fluctuations is very important. This study deals with how the price fluctuation of materials, labor, and equipment influences the change of housing cost and seeks a way for cost management through identifying key resources sensitive to price fluctuation. As a result, a change to the housing cost index multiplies depending on cost changes of materials and labor together. Labor costs are a major factor on the housing cost index. In addition, certain types of materials and labor input to housing construction greatly influence price fluctuations. Thus, it is found that managing those main cost factors is the key for effective cost management.

• 대한전기학회:학술대회논문집
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• 대한전기학회 2001년도 하계학술대회 논문집 A
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• pp.386-388
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• 2001

The change of the electricity charge from cost base to price base due to the introduction of the electricity market competition causes consumer to choose a variety of charge schemes and a portion of loads to be affected by this change. Besides, it is required the index that consolidate the price volatility experienced on the power exchange with gaming and strategic bidding by suppliers to increase profits. Therefore, in order to find a mathematical model of the sensitively-responding-to-price loads, the price-sensitive load model is needed. And the development of state-of-the-art technologies affects the electricity price, so the diffusion of high-efficient end-uses and these price affect load patterns. This paper shows the analysis on learning curves algorithms which is used to investigate the correlation of the end-uses' price and load patterns.

• 한국의류학회지
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• 제38권2호
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• pp.266-276
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• 2014

Price acceptability has become an important issue in the current fashion market. This study explored diverse factors that affect price acceptability (level of acceptable price and range of acceptable price). Stimuli photos of fashion products (i.e., bag, shoes, and jacket) were developed and used for online experiments with 3,000 female consumers. Important results included factors that affected the price acceptability of fashion products were price-quality relation, price concern, and product attribute perception. The results showed that female consumers depended more on price-quality relations, more positively perceived product attributes, and were less sensitive to price; in addition, they tended to have a higher level of acceptable price as well as a wider range of acceptable price for fashion products. These results were consistent across all experiments with different fashion items (i.e., bag, shoes, and jacket). Based on the results, factors that influence the price acceptability were revealed. Marketing practitioners need to more actively consider implying advertising strategies that emphasize the advancement of product attributes such as quality for highpriced products.

• 대한전기학회:학술대회논문집
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• 대한전기학회 2001년도 추계학술대회 논문집 전력기술부문
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• pp.435-437
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• 2001

The change of the electricity charge from cost base to price base due to the introduction of the electricity market competition causes consumer to choose a variety of charge schemes and a portion of loads to be affected by this change. Besides, it is required the index that consolidate the price volatility experienced on the power exchange with gaming and strategic bidding by suppliers to increase profits. Therefore, in order to find a mathematical model of the sensitively-responding-to-price loads, the price-sensitive load model is needed. And the development of state-of-the-art technologies affects the electricity price, so the diffusion of high-efficient end-uses and these price affect load patterns. This paper shows the analysis on learning curves algorithms which is used to investigate the correlation of the end-uses' price and load patterns.

• 한국의류학회지
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• 제27권8호
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• pp.1004-1013
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• 2003

This study addressed an ill-understood issue of a price response model and a monopolistic price interval of fashion goods. The concept of monopolistic price interval introduced by Gutenberg has been rarely applied to the fashion goods, which is known as price sensitive goods. Thus, this study examined the price insensitive zone of the blue jean. The data of 268 respondents were analyzed using Choice-based Conjoint (CBC) analysis and t-test. Considering brand consideration set as a price determinant, we found the presence of monopolistic price interval of the jean. The results obtained from the CBC analysis showed that the bigger the size of brand consideration set, the shorter the monopolistic interval. This implied that the consumer who had a small brand consideration set was more likely to have a longer monopolistic price interval than the one who had a large brand consideration set, since the consumer with a small consideration set tended to value brand itself more than price. Although significant monopolistic price intervals were shown only for the three jean brands out of the seven, to reduce the size of brand consideration set and to increase brand loyalty were found important in maximizing firms'financial profits.

• 한국컴퓨터정보학회논문지
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• 제16권8호
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• pp.165-176
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• 2011

본 연구에서는 재생산 기업의 회수 인센티브와 소매점에서의 회수 인센티브를 고려하여 최적 총 주문량과 이 두개의 최적 인센티브에 대한 결정을 연구한다. '회수율은 기업이 제공하는 인센티브와 밀접한 관련이 있다.'는 가정하에 이 회수율을 두 경로로 가는 각각의 함수로 표현하였다. 재고 모델로는 확정적인 EOQ(경제적 주문 수량)모델을 사용하여 기업의 최소 비용함수를 수식으로 표현하였다. 또한 이 모델을 가지고 볼록성(convexity)을 증명하여 기업이 수여하는 최적 인센티브와 소매점이 수여하는 최적 인센티브 그리고 총 주문수량(보충량)을 최적화하였다. 그리고 각각의 매개변수들을 민감도 분석하여 각각의 결정변수의 변화 추이를 살펴보면서 매개변수와의 관계를 알아보았다. 기업과 소매점은 비용을 감소시키기 위해 인센티브를 낮추려 한다. 하지만 이것은 회수량을 감소시켜 새로운 제품 생산량을 증가시킴으로 비용을 증가하게 한다. 이 논문은 국내외 재생산 기업이 이러한 상충관계(Trade off)를 고려하여 최적 인센티브와 최적 주문량을 결정하는데 있어 도움이 될 것으로 기대한다.

• 한국경영과학회지
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• 제39권1호
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• pp.49-67
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• 2014

This paper proposes a real time pricing model for smart grid considering consumers' behavior, real time price elasticity, and exogenous price. Based on the proposed model, we found the weight of utility over cost is the most sensitive factor compared to other factors. Also, if the electricity price is set to be changed too sensitively to energy consumption, it is warned that real time pricing sometimes can cause increment of peak-time demand and volatility. Finally, real time pricing could be less efficient when the difference between the maximum and the minimum consumption level is small.

• KSII Transactions on Internet and Information Systems (TIIS)
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• 제16권12호
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• pp.3923-3942
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• 2022

Environment, price, regulation, and other factors influence the price of agricultural products, which is a social signal of product supply and demand. The price of many agricultural products fluctuates greatly due to the asymmetry between production and marketing details. Horticultural goods are particularly price sensitive because they cannot be stored for long periods of time. It is very important and helpful to forecast the price of horticultural products which is crucial in designing a cropping plan. The proposed method guides the farmers in agricultural product production and harvesting plans. Farmers can benefit from long-term forecasting since it helps them plan their planting and harvesting schedules. Customers can also profit from daily average price estimates for the short term. This paper study the time series models such as ARIMA, SARIMA, and neural network models such as BPN, LSTM and are used for wheat cost prediction in India. A large scale available data set is collected and tested. The results shows that since ARIMA and SARIMA models are well suited for small-scale, continuous, and periodic data, the BPN and LSTM provide more accurate and faster results for predicting well weekly and monthly trends of price fluctuation.