The Impacts of Scheduling price Discounts for Perishable Foods on Retailer Performance

Chung, Jaekwon(정재권),Choi, Daeheon(최대헌),Park, Iljin(박일진) 한국유통학회 2013 流通硏究 Vol.18 No.4

신선식품(perishable foods)은 짧은 유통기한과 시간의 흐름에 따른 가치하락을 지나고 있는 식품군으로써, 이는 식품 소매업계의 매출과 경쟁력에 중요한 영향을 미치고 있다. 이러한 중요성에도 불구하고, 신선식품의 속성상, 다른 제품에 비해 복잡한 가격결정 프로세스를 지니고 있음으로, 식품 소매업자들은 신선식품의 가격정책 수립에 있어서 많은 어려움에 직면하고 있다. 대부분의 신선식품은 유통기한의 만료가 가까워질수록 신선도의 저하로 인해 제품의 가치가 하락하는 특성을 지니고 있다. 이러한 신선식품의 특성은 고객의 구매의도에 영향을 미치고 있으며, 이는 식품소매업자의 성과에 직간접적으로 영향을 미치고있다. 그러므로 식품소매업자는 유통기한이 다가옴에 따른 신선식품의 가치하락에 대한 손실을 보상할 수 있는 적절한 가격정책의 수립을 통해 매출을 증가시키고, 폐기량을 줄이며, 재고의 노화(inventory aging)를 완화시켜야 할 것이다. 선행연구에서 시간의 흐름에 따라 가치를 상실하는 제품(perishable products)의 최적 가격정책 모형에관한 많은 연구가 이루어졌다. 하지만, 가격인하시점이 유통업자의 성과에 미치는 영향에 관한 논문은 거의 없다. 따라서 이 논문에서는 신선식품의 각기 다른 가격인하 시점이 식품소매업의 성과지표에 어떤 영향을 미치는지 시뮬레이션 모델을 통해 분석하였다. 분석 결과, 이 연구는 식품소매업자의 신선식품의 빠른 가격인하정책(earlier price discount)이 매출을 향상시키고, 유통기한이 지남에 따른 제품의 폐기량(wastage due to unsold products)을 감소시키며, 그리고 재고의 노화를 완화시키는 등 긍정적인 영향을 주고 있음을 보여준다.

A Study on Consumer Attitude to Pricing Strategies for Perishable Foods

Jaekwon Chung(정재권),Hwanho Choi(최환호),Dong-Myung Lee(이동명) 한국유통학회 2016 流通硏究 Vol.21 No.2

신선식품(perishable food) 의 가격관리는 식품 소매업자의 경영성과에 중요한 영향을 미치는 전략적 요인이다. 식품 소매업자들은 소비자들에게 매력적인 가격을 제시하여 소비자들을 끌어들임으로서 자사의 시장점유율을 높이려 노력하고 있다. 신선식품의 가격관리와 관련된 많은 선행연구들이 진행되었지만, 대부분은 수익을 극대화하는 동태적 가격모형 개발에 초점을 맞추고 있다. 또한, 신선식품의 동태적 가격모형들은 판매자 중심으로 연구되었고 가격모형에 대한 소비자들의 반응에 관한 논문은 거의 없다. 따라서, 본 연구는 표적집단면접법(focus group interview)을 통해 동태적 가격모형들이 소비자들의 구매행동과 감정상태에 어떤 영향을 미치는지 연구하였다. 분석결과, 유통기한에 임박하여 신선식품의 가격을 할인하는 현정책은 소비자들의 불필요한 소비를 부추김으로서 사회적 문제인 식품 폐기량에도 부정적인 영향을 미칠 수 있음을 보여준다. 대안으로 가격인하 시점을 앞당기고 유통기한이 임박할수록 순차적으로 가격을 인하하는 정책은, 소비자가 가격과 신선도를 절충할 수 있는 기회를 제공함으로서 자신의 소비계획에 맞추어 이성적인 소비를 할 수 있는 기회를 제공할 것으로 보인다. The pricing of perishable foods has been a key strategic factor in the success of food retailers in a fiercely competitive market. In practice, food retailers offer competitive prices to attract potential buyers and to expand their market share. In accordance with such efforts, prior studies on pricing have focused mainly on optimizing prices in order to develop effective pricing structures. This approach takes the view that consumers will be tempted by optimal price propositions and will try to maximize the financial benefits. The problem with the approach is that it is producer- and economic-centric, limiting consumers to having economic interests only. However, we argue that this approach is not as effective as originally assumed, and that we need a change in the current pricing strategy. Based on this understanding, we collect data from actual food consumers using a focus group interview. Our findings suggest that everyday food consumers’ buying decisions are affected by factors other than just price. In particular, we find that everyday food buyers seek a balance between economic interests and ethical concerns. Thus, we define consumers as “everyday ethical consumers.” These consumers question the legitimacy of a retailer’s pricing strategy, because it encourage unnecessary purchasing and generation of food waste, which are critical social concerns. To satisfy consumers and to contribute to society, we suggest that more dynamic pricing can be a viable option. Therefore, food retailers need to consider changing their pricing strategy to meet the needs of contemporary food buyers, and a more dynamic pricing strategy is one possible approach

Are Consumer Design Evaluations Trustworthy?

Jaewoo Joo,Jaekwon Chung 한국디자인학회 2019 디자인학연구 Vol.32 No.1

지방의원의 개인적 배경이 입법성과에 미치는 영향 분석 : 부산광역시의회를 중심으로

차재권(Cha, Jaekwon),정호영(Chung, Ho Young) 21세기정치학회 2020 21세기 정치학회보 Vol.30 No.1

도시 선거구에서 대규모 인구변동과 투표행태 변화: 부산지역 6.13 지방선거에서 대단지 아파트 효과를 중심으로

정호영(Hoyoung Chung),차재권(Jaekwon Cha) 한국정치정보학회 2020 정치정보연구 Vol.23 No.1

본 연구는 아파트라는 공동주택 거주에 따른 투표행태의 변화가 보수적 성향의 정당이나 후보자에 유리한지 아니면 진보적 성향의 정당이나 후보자에게 유리한 지 그 영향의 방향을 예측하는 데 연구의 초점을 둔다. 대단지 아파트 입주에 따른 선거구 자체의 인구학적 구성(demographic composition)의 변화가 해당 선거구의 선거 결과에 미치는 영향 여부 또한 본 연구의 주된 관심사의 하나이다. 분석 결과, 2018년 6월 13일에 실시한 제7회 전국동시지방선거에서 대단지 아파트 입주 및 아파트 거주 비율 증가에 따른 민주당 계열 후보와 정당의 득표율 상승을 확인할 수 있었다. 대단지 아파트의 입주 효과를 보다 구체적으로 살펴보면, 2010년 제5회 지방선거에서는 대단지 아파트 입주가 민주당 계열의 후보와 정당 득표율에 부정적인 영향을 미친 반면, 이후의 선거들에서는 모두 긍정적인 영향을 주었음을 확인할 수 있다. This study focuses on predicting the direction of the influence of the change of voting behavior according to apartment housing, whether it is favorable to conservative party or candidate or progressive party or candidate. The influence of the demographic composition of the constituency itself on the election results of the constituency according to the residence of the large apartment complex is also one of the main concerns of this study. As a result of the analysis, it was confirmed that the Democratic Party candidates and party proportional vote rate increased according to the move-in of large apartment complexes in the 7th local election held on June 13, 2018, and also the increase in apartment residence rate was confirmed. In the 5th local election in 2010, the large apartment complex had a negative effect on the Democratic Party candidates and party votes, while it had a positive effect on the party vote rate.

Effects of Retail Tensile Pricing Strategy Based on Consumer Self-confidence

Madiyar NUKEZHANOV,Jaekwon Chung 한국유통과학회 2019 유통과학연구 Vol.17 No.6

Purpose - Pricing strategy is a very effective marketing activity and has a significant impact on consumer purchasing decisions. Numerous studies have investigated the effects of various pricing strategies. However, tensile price claims have received little attention in the literature. It is thus necessary to investigate how different forms of tensile price claims affect consumer response. This study uses the consumer self-confidence level as a moderator of consumer behavior. Research Research design, data, and methodology - This study investigates the effect of four different tensile price claims (i.e., maximum discount, minimum discount, average discount, and range discount advertisements) on consumers’ perceived savings. A survey was conducted to collect data for testing hypotheses. Results - The results show that consumers with high levels of self-confidence perceive more savings for maximum discount advertisements than minimum discount advertisements, for range discount advertisements than average discount advertisements. On the other hand, consumers with low self-confidence feel more perceived savings for average discount advertisements than range discount advertisement. Conclusions - The results of this study provide a new insight into the effectiveness of tensile pricing based on consumer self-confidence levels, which may provide valuable theoretical and practical applications.

The Emergence of New Media and Its Effects on the Popular Music Industry

Hwanho Choi(최환호),Jaekwon Chung(정재권) 한국산학기술학회 2013 한국산학기술학회논문지 Vol.14 No.10

인터넷의 발전과 정보기술의 도입으로 음반회사의 비즈니스 환경은 급속도로 변화하였다. 소비자의 역할은 단순히 콘텐츠를 소비하는 것을 넘어, 적극적으로 콘텐츠 창출에도 기여하는 공동의 창조자 (co-creator) 역할로 확장 되었다. 본 연구에서는 기존의 연구가 밝히지 않았던 음반회사와 소비자의 관계변화에 초점을 맞추어, 소비자들이 어 떻게 가치창출에 영향을 주고 음반회사는 어떻게 대응하는지를 분석하였고, 본 연구의 결과는 이론적인 공헌과 함께 실무적으로도 의미 있는 인사이트를 도출하고 있다. The Internet has had a significant impact on the operations of record companies and has transformed the role of music consumers. Active music consumers are regarded as not just consumers but also co-creators and innovators who create value; therefore, firms need to create environments in which they can learn from consumers. Prior studies exist on the effects of the Internet on the music business, including its structure and culture. However, these studies did not focus on exploring how the relationship between record labels and consumers changed, how networked music consumers influence value creation and how record labels are responding, and the difficulties from using and the drawbacks of interactive media and new business models in the music market. This study investigates these issues through interviews

The Potential Impact of Service Quality Uncertainty and Retail Pricing Strategies on Consumer Purchase Intention

Dieu Hoa Nguyen,Euihyeon Jeong,Jaekwon Chung 한국유통과학회 2018 유통과학연구 Vol.16 No.12

Purpose - Because it is not possible to assess the quality of service products before experiencing them, one feature of a service product is quality uncertainty; hence consumers may react sensitively to pricing. It is necessary to investigate how different pricing strategies affect consumer purchase intention depending on the level of service quality uncertainty. Research design, data, and methodology – The authors have investigated the potential impact of the level of service quality uncertainty, price discount rate and presentation method on consumer purchase intention. A play was selected as an experimental stimulus, and Vietnamese consumers were surveyed to verify the hypotheses. Results - When uncertainty regarding service quality is low, consumer purchase intention is higher when the price discount rate is high or when the price is low. When uncertainty regarding service quality is high, if the normal price, discount rate, and discounted price are presented simultaneously, consumer purchase intention is higher when the price discount rate is low, but when only the discounted price is presented, purchase intention is higher when the price discount rate is high. Conclusions - The results of this study can provide valuable practical implications for pricing for service products with quality uncertainty.

자기조직화 지도를 활용한 성장모형 기반의 시장 성장패턴 지도 구축

박도형(Do-Hyung Park),정재권(Jaekwon Chung),정여진(Yeo Jin Chung),이동원(Dongwon Lee) 한국지능정보시스템학회 2014 지능정보연구 Vol.20 No.4

Market forecasting aims to estimate the sales volume of a product or service that is sold to consumers for a specific selling period. From the perspective of the enterprise, accurate market forecasting assists in determining the timing of new product introduction, product design, and establishing production plans and marketing strategies that enable a more efficient decision-making process. Moreover, accurate market forecasting enables governments to efficiently establish a national budget organization. This study aims to generate a market growth curve for ICT (information and communication technology) goods using past time series data; categorize products showing similar growth patterns; understand markets in the industry; and forecast the future outlook of such products. This study suggests the useful and meaningful process (or methodology) to identify the market growth pattern with quantitative growth model and data mining algorithm. The study employs the following methodology. At the first stage, past time series data are collected based on the target products or services of categorized industry. The data, such as the volume of sales and domestic consumption for a specific product or service, are collected from the relevant government ministry, the National Statistical Office, and other relevant government organizations. For collected data that may not be analyzed due to the lack of past data and the alteration of code names, data pre-processing work should be performed. At the second stage of this process, an optimal model for market forecasting should be selected. This model can be varied on the basis of the characteristics of each categorized industry. As this study is focused on the ICT industry, which has more frequent new technology appearances resulting in changes of the market structure, Logistic model, Gompertz model, and Bass model are selected. A hybrid model that combines different models can also be considered. The hybrid model considered for use in this study analyzes the size of the market potential through the Logistic and Gompertz models, and then the figures are used for the Bass model. The third stage of this process is to evaluate which model most accurately explains the data. In order to do this, the parameter should be estimated on the basis of the collected past time series data to generate the models’ predictive value and calculate the root-mean squared error (RMSE). The model that shows the lowest average RMSE value for every product type is considered as the best model. At the fourth stage of this process, based on the estimated parameter value generated by the best model, a market growth pattern map is constructed with self-organizing map algorithm. A self-organizing map is learning with market pattern parameters for all products or services as input data, and the products or services are organized into an N X N map. The number of clusters increase from 2 to M, depending on the characteristics of the nodes on the map. The clusters are divided into zones, and the clusters with the ability to provide the most meaningful explanation are selected. Based on the final selection of clusters, the boundaries between the nodes are selected and, ultimately, the market growth pattern map is completed. The last step is to determine the final characteristics of the clusters as well as the market growth curve. The average of the market growth pattern parameters in the clusters is taken to be a representative figure. Using this figure, a growth curve is drawn for each cluster, and their characteristics are analyzed. Also, taking into consideration the product types in each cluster, their characteristics can be qualitatively generated. We expect that the process and system that this paper suggests can be used as a tool for forecasting demand in the ICT and other industries.

소비자의 규범적 기대와 예언적 기대가 소비자의 만족에 미치는 영향

박도형(Park, Do-Hyung),정재권(Chung, Jaekwon) 한국산학기술학회 2015 한국산학기술학회논문지 Vol.16 No.12

소비자 만족은 제품이나 서비스의 판매 등의 기업의 성과에 중요한 영향을 미칠 뿐만 아니라 구전을 일으키고 더 나아가서 고객 충성도를 향상시킨다. 기존의 소비자 만족 연구는 기대불일치 이론을 중심으로 소비자의 기대, 지각된 성능, 이에 따른 기대불일치 정도가 만족에 미치는 영향을 확인하고 있다. 본 연구는 소비자의 기대를 해당 제품이나 서비스의 성능이 “어느 정도는 되어야 한다” 는 규범적 기대와 “어느 정도는 될 것이다” 의 예언적 기대로 구분하여 조절초점 이론에서 제안하는 소비자의 성향 (향상초점 vs. 예방초점) 에 따라 어떤 기대불일치가 만족에 더 큰 영향을 미치는지 확인하고 있다. 구체적으로 향상초점 성향이 강한 소비자는 규범적 기대 불일치보다는 예언적 기대 불일치가 만족에 미치는 영향이 더 크고, 예방초점 성향이 강한 소비자는 예언적 기대 불일치보다는 규범적 기대 불일치가 만족에 미치는 영향이 더 크다는 것이 밝혀 졌다. 본 연구는 일반적인 기대 (예언적 기대) 뿐만 아니라 규범적 기대의 중요성을 실증적으로 밝힌 점과 기대불일치 하에서 조절초점의 조절 역할을 밝힌 점에서 이론적인 공헌을 가지며, 고객들의 기대 관리 전략을 수립할 수 있는 가이드를 제공한 다는 측면에서 실무적인 시사점을 가진다. It is widely known that consumer satisfaction, as well as consumer voice and loyalty, affect firms’ performance. Prior studies on consumer satisfaction have focused on expectancy disconfirmation theory and its effects on satisfaction related to disconfirmation with consumer expectation and with perceived performance. This study classified consumer expectation into should-expectation and will-expectation, and investigated how disconfirmation with these expectations affects consumer satisfaction differently based on regulatory focus. Specifically, for promotion-focused consumers, disconfirmation of will-expectation has a more significant influence on consumer satisfaction than that of should-expectation. For prevention-focused consumers, disconfirmation of should-expectation has a more significant influence on consumer satisfaction. The results of this study provide academic insights that not only generic expectation (will-expectation) but also should-expectation play an important role in determining consumer satisfaction according to regulatory focus. In addition, it is expected that the findings can be used as a guide to manage consumer expectation in practice.