기업이미지가 상품판매에 미치는 영향 = (A) Study on the corporate image that have an influence on the sale of product

다국어 초록 (Multilingual Abstract)

The purpose of this research is to maximize the effect of corporate PR advertisements by analyzing main factors of evaluation criteria applied for consumers' purchasing decision and, among them, picking up the factors that affect corporate image evaluation.
Based on Thorelli's & sentell's corporate image evaluation model, I tried to appraise the correlation between constituent factors of corporate image and sales of product by surveying on 18 items for corporate image evaluation through three major electronic firms and women's consumers, in order to investigate how it is applied in domestic consumers.
Survey findings show that constituent factors of corporate image influence in sales of product as well as in general corporate image. That is to say consumers purchase the goods of corporation that gives friendly image.
When consumers evaluate corporate image, they put much weight in the quality of product, the level of service, and the proper level of price, etc. Unexpectedly they also put much weight in the factors formed by corporate external activities such as concern for consumer's matters, development of a new product or technology, concern for environmental conservation, participation in social activities, image of their chairman, etc.
Purchasing appliances, consumers get information mainly form TV and pamphlet, display of store, or from friends and relatives. Therefore, corporate ads to elevate its image should be placed on TV, and take forms to give confidence in the quality of product and corporation as the advertising strategies.
In the process of research, it is revealed that images of 3 major electronic firms are made up not only by themselves but by conglomerate that they belong to.
Lastly there are several tips that three major electronic firms should consider of.
In order to give consumers good corporate image, advertising strategy is required as followings.
To domestic consumers, the corporate image is made up mainly by the quality of product, and the level of service. For that reason, corporations are needed to make an effort to offer them better quality of product and high-level service. In the aspect of corporate external activities, they actually work on positive lines and do corporate PR related to environment because recently consumer have much interest in environmental matters that have neglected before.
The domestic consumers recognize that corporate PR ads have been insufficient. Therefore, each corporation is required to make more efforts on corporate PR ads on TV or in the newspapers.
TriGem got highest grade on 14items out of 18, and also is ranked NO. I in actual sales of product. On the other hand, compare to TriGem and LG, Daewoo got noticeably low evaluation and lowest rank in actual sales of product as well. Consequently, it is analyzed that Daewoo is in the need of take distinctive advertising strategy to give consumers affirmative image rather than to change corporate image entirely.

목차 (Table of Contents)

• 목차
• Ⅰ. 서론 = 1
• 제1절 연구 목적 = 1
• 제2절 연구 방법 및 구성 = 2
• Ⅱ. 이론적 배경 = 3
• 제1절 소비자의 구매상황에 대한 이론적 고찰 = 3
• 1. 소비자 행동의 정의 = 3
• 2. 소비자 행동의 모델연구 = 4
• 제2절 기업이미지의 의의와 역할 = 6
• 1. 기업이미지의 의의 = 6
• 2. 기업이미지의 역할 = 8
• 3. 기업이미지를 형성하는 요인 = 10
• 제3절 기업이미지와 상품판매 = 13
• 1. 기업행동과 소비자 = 13
• 2. 기업이미지 관리 = 15
• Ⅲ. 실증적 분석 = 17
• 제1절 연구 모형 = 17
• 제2절 변수의 정의 및 측정 = 18
• 1. 변수의 정의 = 18
• 2. 변수의 측정 = 18
• 제3절 자료 수집 = 20
• 1. 조사대상 지역 및 모집단 = 20
• 2. 표본 추출방법 = 20
• 3. 조사시기 및 방법 = 20
• Ⅳ. 자료의 분석 = 21
• 제1절 설문지 구성에 따른 자료분석 = 24
• 1. 기업이미지 구성요소에 관한 중요도 분석 = 24
• 2. 제품구매시 고려요인 분석 = 26
• 3. 가전 3사의 기업이미지 평가분석 = 28
• 4. 가전제품 구매현황 분석 = 31
• 5. 가전제품 구매선택의 최종의사 결정자 = 36
• 6. 광고매체에 관한 분석 = 38
• Ⅴ. 결론 = 41
• 참고문헌 = 43
• 부록 = 45
• ABSTRACT = 52