기부연계촉진전략에서 제품가격과 기부수준의 관계 = The Relationship between Product Price and Donation Level

다국어 초록 (Multilingual Abstract)

Companies are using embedded premium promotion strategy to increase consumer’s purchase intention. In this case, it is important to make a decision on a proper level of donation. Therefore, in this study, we tried to analyze consumer’s acceptable range of donation in the embedded premium promotion strategy. To do this, an empirical analysis was conducted to see whether the acceptable range of donation varies depending on donation frames (donation rate vs. donation amount), product price (low price vs. high price), and product type (utility product vs. hedonic product). Four products were selected based on product price and product type. According to the empirical study, consumer’s acceptance range of donation was 1%~10% of product price. Also, the consumer’s acceptance range of donation was different depending on product price: 1%~5% for high-priced products, and 1%~25% for low-priced products. The results provide practical implications on effective donation levels when marketing managers use donation promotion strategies.

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