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      저자 : 이홍연(Lee Heung-Youn) (검색결과 1 건)
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      • 대형할인점 PB상품 선택요인이 지각적 품질과 가치에 미치는 영향에 관한 연구

        이성희(Lee Seong-Hee),이홍연(Lee Heung-Youn),안성식(Ahn Sung-Sik) 한국유통학회 2010 한국유통학회 학술대회 발표논문집 Vol.2010 No.8

        Although it has been recognized that PB products has been preferred to NB ones by consumers because they are cheaper, the overall PB market has expanded and the sales has made a rapid growth, as the premium PB products have been recently released on popular demands. Therefore this study chose three large discount retailers: E-mart, Homeplus, and Lottemart to find out the factors influencing on the PB product preference. First it examined the choice factors influencing on the perceived qualities, secondly it explored into the way how the perceived qualities of PB products affected the consumers on purchasing them, and finally, it confirmed the factors influencing on the PB product preference. thereby aiming at suggesting the implications for the marketing strategies for PB products according to each large discount retailer. Summarizing up the results of this study, it appeared that the consumers' after-experience attitudes toward PB products and the brand image of distribution enterprises had a significant effect on the perceived qualities of PB products among the five choice factors of PB products. In addition, it has been confirmed that the perceived qualities exerted a significant effect on perceived values, and that high competitiveness of NB placed in the large discount retailer stores and perceived values had a significant effect on PB preference. The research on the consumer's choice factors of PB products according to the each large discount retailer has confirmed that there exists a big difference between them, and it is expected to provide PB product distributors with useful and strategic implications.

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