• Journal of Distribution Science
• /
• v.9 no.1
• /
• pp.39-48
• /
• 2011

One of the major reasons for fierce competition among firms is that they strive to increase their own market shares in the same market with similar and apparently undifferentiated products in terms of quality and perceived benefit. Due to such changes in the marketing environment, differentiated after-sales service and diversified promotion strategies have become more important in the race to gain a competitive advantage. Price discount is one of the popular promotion strategies that most retailers use, especially to increase sales, but offering a price discount does not always lead to the expected result. If marketers apply an identical price-promotion strategy without considering the characteristic differences in products and consumer preferences, the discounted price itself may make people skeptical about the quality of the product. Moreover, the changes in perceived value may appear differently depending on factors such as consumer involvement. This implies that variables such as the level of consumer involvement, brand loyalty, and external reference prices, in reality, would have different effects on how consumers perceive the value of price discounts. The variables that affect consumers' perceived values and buying decisions are diverse and complicated. Several studies have examined the effects of such variables as external reference price, selling price, and brand on consumers' perceived value of products. Results have not shown consistent patterns. Therefore, we must note that the factors affecting consumers' value perceptions and buying behaviors are diverse and that the results of studies on the same dependent variable come out differently depending on what that variable is. This study focused on the level of consumer involvement as a salient variable that supposedly affects the perceived value of a product, willingness to buy, and search intentions. We tried to examine whether a price discount affects the perceived value-such as perceived acquisition value and perceived transaction value-in different ways depending on the level of consumer involvement. In addition, we proposed managerial implications that marketers need to consider as a whole, for instance, product attributes, brand loyalty, and involvement and then established a differentiated pricing strategy, case by case, in order to effectively enhance consumers' perceived values. As a result, we found that perceived transaction value positively affects perceived acquisition value and when discounting the price of a high-involvement product enhances the consumer's willingness to buy, but perceived acquisition value does not affect the search intentions significantly. In the case of discounting prices of low-involvement products, on the other hand, the perceived transaction value has a positive effect on the willingness to buy, but the negative effect of perceived acquisition value on the search intentions was not significant. We suppose that people doubt a product's quality because of a declined perceived quality derived from a price discount. Even though the price discount enhanced the transaction value, people eventually increased their level of searching for additional product information. From the results of this study, we suggest that marketers ought to establish an appropriate value-enhancing strategy based on the understanding of which perceived value consumers rely on more when they conduct purchasing behavior because consumers perceive the degree of importance of acquisition value or transaction value differently, depending on their level of involvement.

• International Commerce and Information Review
• /
• v.10 no.3
• /
• pp.391-406
• /
• 2008

Recently, U.S. beef completely is opened and a point of present time, beef import market is increased, the high branding and high quality of Korea's beef cattle is urgent for a brand-name of Korea's Meat got competitive superiority in world market. Also, for that situation, Producers and Distributors request successful marketing strategy establishment and in the concrete, I present a counterplan strategy based on 4P(price, product differentiation, sales promotion, distribution) strategy.

• Management Science and Financial Engineering
• /
• v.18 no.1
• /
• pp.21-26
• /
• 2012

Two previous studies that attempted to generalize the deterministic joint pricing-inventory decision model are reevaluated. We prove analytically that even in a single-product environment, the EOQ model with constant priceelastic demand cannot find optimal solutions unless two optimality conditions associated with price elasticity and demand magnitude are satisfied. Due to the inexistence of the general optimality for the problem, demand function and price elasticity must be evaluated and bounded properly to use the methods proposed in the previous studies.

• Journal of Korean Institute of Industrial Engineers
• /
• v.22 no.3
• /
• pp.473-483
• /
• 1996

For situations where there are several markets with different price/cost structures, economic complete inspection plans are developed for determining the market to ship the product to. Two complete inspection plans are considered; the plan based on the performance variable of interest, and the plan based on a variable which is correlated with the performance variable. Profit models are constructed which involve selling price, cost incurred by imperfect quality, and quality inspection cost. Methods of finding the optimal complete inspection plans are presented and a numerical example is given.

• The Journal of Economics, Marketing and Management
• /
• v.4 no.1
• /
• pp.23-33
• /
• 2016

Sales promotion is defined as the short-term incentive to encourage the purchase or sale of products and services. Retailers conduct a variety of sales promotion to encourage the purchase or sale of products and services. It is often used to induce the purchase of customers in short term and to improve the relationship with customers in the long term. Many previous studies about the effect of price discount SP on increase in sales and image improvement have conducted. But the study of non-price promotion, especially SP with 'Gifts', meanwhile, has been seldom researched. This study is to investigate the effect of the Gift SP conducted by retailers on the customer evaluation of the product and its Gifts. This study is to investigate the effect of 'Gifts', among the non-price promotion, on the customer evaluation. First of all, previous studies about the effect (-) of Sp with 'Gifts' on the customer evaluation of the product and its Gifts, and the factors that offset the negative effect of SP with 'Gifts' on quality perception are to examined. In this study, additionally, the summary of the study based on the previous studies and the research subject in the future are to be presented. Firstly, to examine the previous researches on the effect of SP which retailers conduct on the increased sales and or enhanced image, price discount SP has attracted a lot of attention as a research subject but researches on non-price sales promotion, particularly on SP with gift have seldom conducted as a research subject. Secondly, in the previous studies relevant to Price Discount SP, the long-term negative (-) effect of the target product or brand of SP has been studied. However, a few researches on the long-term negative (-) effect of SP with gift have been conducted. Thirdly, it might be brand affinity and purchase limit that buffered the negative (-) effect on the perceived quality of SP with gift which retailers had conducted. In spite of various studies conducted by many researchers, each study have discussed the consequences under certain circumstances and integrated results of research have not been in progress. It may be the research issues left to us to clearly identify the psychological mechanism of consumers until the effect of SP happens in order to theorize SP and to present a practical and useful suggestion.

• KIEE International Transactions on Power Engineering
• /
• v.5A no.2
• /
• pp.199-203
• /
• 2005

This paper proposes the level of price cap in the TWBP(Two- Way Bidding Pool) market in Korea for which the draft of market design has been prepared by KPX. Max - GMCP(Maximum Generation Market Clearing Price) and APC(Administered Price Cap) would be separately applied as individual price caps for a normal period and a Price Capping period in TWBP. The level of price cap is determined for inducing optimal investment in the Korean Electricity Market considering the 'electricity resource baseline plan' published by the Korean government in 2002 for maintaining government-leading resource planning in Korea. In this regard, Max - GMCP is calculated from the equilibrium condition of investment based on reliability standard and fixed cost of the peaking plant. For verifying the propriety of the proposed price cap, this paper compares the proposed value with the estimated VoLL(Value of Lost Load) based on Korea's GDP(Gross Domestic Product).

• Journal of the Korean Society of Clothing and Textiles
• /
• v.20 no.3
• /
• pp.538-549
• /
• 1996

The main purpose of this study was to determine the influence of brand and country-of-origin on consumers' perception of apparel products. $2\times2$ between subjects factorial design with brand (no brand vs. prestigious brand) and country-of-origin (Italy vs. Korea) was used. Consumer ethnocentrism and product involvement were included as covariates in analyzing the data. The stimuus was a double-breasted v-neckline beige jacket. All the labels were removed and a label indicating one of the four brand/country-of-origin conditions was attached. The participants' perception of the jacket was measured in terms of product attitude, product evaluation, purchase intention and expected price. A total of 205 housewives participated in the field experiments conducted in front of four moi or department stores in Seoul, and 202 responses were used in the final analysis. There was no significant difference in product attitude, product evaluation and purchase intention according to brand or country-of-origin. But brand, country-of-origin and the interaction between the variables were significant in explaining the differences in expected price. Consumer ethnocentrism was significant in all the models, while product involvement was significant only in the case of product evaluation. The relationships among demographic variables, consumer ethnocentrism and product involvement were also examined.

• Journal of the Korean Society of Clothing and Textiles
• /
• v.34 no.8
• /
• pp.1403-1414
• /
• 2010

Consumer decisions and responses about the price to pay vary. Some consumers might decide the appropriate price range prior to shopping, while others compare and evaluate prices. Especially, consumers can have different reference points for price evaluation based on various price searching behavior that represent heterogeneous responses for prices in the clothing purchase decision-making process. This research identifies how consumers evaluate the price and helps explain their decision-making based on price searches. By analyzing qualitative research, we found that consumers recalled price information as a representative indicator and product level price information through the internal search. Their level of internal references can be an important factor affecting price evaluations. In addition, each consumer groups were subdivided into high and low external searching. The four types of responses to price were classified in the price search process and the identified differences in the price evaluation. Therefore, pricing strategy needs to be differentiated for these various consumer types.

• Journal of the Korea Academia-Industrial cooperation Society
• /
• v.17 no.8
• /
• pp.691-697
• /
• 2016

Remanufacturing refers to restoring a used product to an acceptable condition for resale in the market of remanufactured items. In this paper, we deal with the acquisition price and remanufacturing decision for remanufacturing systems in the case where the demand for the remanufactured product in a single period is known and the return quantity of the used product is determined by its acquisition price. The quality of the acquired used product is categorized into two classes, high and low, through inspection and different qualities incur different remanufacturing costs. The probability that the acquired used product is categorized as high class can be a constant or random variable. We derive the expected total cost functions, obtain the optimal solutions, and interpret the managerial meaning of the optimal solution for each case. The sensitivity of the optimal solution with respect to the variation of the inspection cost and uncertainty of the quality of the used product is investigated through numerical examples.

• Asia Marketing Journal
• /
• v.19 no.4
• /
• pp.37-59
• /
• 2018

This study investigates the effects of the distribution channel structure on quality decisions under duopoly competition. I considers a set-up in which two retailers compete on product quality and retail price. In the set-up, the integrated retailer has the power to determine the quality of its exclusive product, while the decentralized retailer does not. For the decentralized retailer, the supplier determines product quality. I find that asymmetric pairs of a decentralized channel by one retailer and an integrated channel by the other retailer can be a Nash equilibrium in a simultaneous-channel-choice model. The two retailers select different levels of quality, and this quality competition benefits retailers by softening price competition. In a sequential-channel-choice model, I find that the leader can obtain a first-mover advantage. From the perspective of the supplier, which can decide the distribution channel structure and level of quality, both suppliers choose the decentralized channel in equilibrium.