The Impact of Base and Add-on Pricing on Sales Performance and Direct and Mediating Role of Product Heterogeneity: An Empirical Investigation of the Mobile Application Market

( Seongsoo Jang ),( Jaihak Chung ) 한국소비자학회 2013 한국소비자학회 학술대회 Vol.2013 No.5

Pricing is one of the most popular research agenda in economics and marketing literature. However, add-on pricing, which is imposed on add-on product after a base product is purchased, has been studied by few researchers either conceptually or theoretically. Base and add-on products may exist between bundling and unbundling, and have several characteristics. First, base product has a capability to provide optional add-on products. Second, add-on products cannot be purchased independently. Third, in case of goods, base and add-on prices are revealed (e.g., automobile and computer), but in case of service, base price is revealed, but add-on prices are mostly hidden (e.g., hotel internet fee, online game virtual items). Forth, their pricing types can be defined as individual pricing for base and add-on products (unbundled pricing), individual pricing for add-on products (add-on pricing), and aggregate pricing for base and add-on products (bundled pricing). Then, why is add-on pricing needed for firms and customers? From firms’ perspective, firms can cross-sell various products, and product quality can be upgraded. In addition, adoption of add-on pricing can soften competition and increase profits. Finally firms can sell many add-on products without advertising them costly. From customers’ perspective, customers can enjoy a simple product and pricing system because add-on products and prices are hidden. Unsophisticated customers are not good at making price comparisons across firms and easy to buy add-ons at the point of sale. Finally, customers can decide whether to purchase add-on products at their discretion. Therefore, both firms and customers are satisfied with add-on pricing mechanism. Customers purchase and use base and add-on products while considering market age, launch timing and product heterogeneity as well as pricing levels of base product and add-on products. Hence, it is worthwhile to conduct a comprehensive research on how base and addon pricing activities influence sales performance and under what context those activities work better. This study explores the effects of base and add-on pricing activities on sales performance of individual-level base and add-on products and aggregate-level add-on products, and further investigates how product characteristics and launch timing directly influence sales performance and indirectly mediate the relationship between pricing activities and sales performance. A hierarchical log regression model is used with transaction dataset of 105 base products and 721 add-on products. Specifically, 1,698 weekly transaction data is used for the analysis of sales performance of individual base product and aggregate add-on product (Models A and C respectively), and 10,937 weekly transaction data is used for the analysis of sales performance of individual add-on product (Model B). Results of Model A (individual base product sales) show that first, pricing activities (e.g., base price, number of add-on products, average add-on price, variance of add-on prices, ratio between base price and add-on price) have little relationship with base product sales; second, earlier market age is positively related to base product sales, implying that first mover advantage certainly exists in a less competitive environment; third, coupon issued for base product is positively related to base product sales; and finally, even though product characteristics and launch timing have no relationship with base product sales, they have mediating effects on the relationship between market age and sales performance. Results of Model B (individual add-on product sales) indicate that first, base price has little relationship with add-on product sales; second, add-on price is negatively related to add-on product sales; third, both instantaneous and accumulated sales volume of base product is strongly and positively related to add-on product sales; forth, as same with Model A, earlier market age is positively related to add-on product sales; fifth, bigger software size, better product quality, and role-playing genre, more complicated product structure, are positively related to add-on product sales; sixth, interestingly add-on product launched in later timing sells well, meaning that those add-on products launched later tend to be more addictive and hedonic; and finally product characteristics such as software size and genre have various mediating effects on the relationship between pricing activities and add-on sales performance. Results of Model C (aggregate add-on product sales) are similar with those of Model A showing that first, pricing activities have little relationship with aggregate-level add-on product sales which is bound with one base product; second, earlier market age is positively related to the aggregate sales; third, more coupons issued have a positive impact on the aggregate sales; forth, contrary to results of Model B, sports genre is strongly, positively related to aggregate add-on product sales, and role playing genre is less significantly, positively related to it according to Bayesian p-value; and finally, it seems interesting that role playing genre has negative mediating effect on the relationship between average add-on price and the aggregate sales.

하이테크 신제품의 번들링 전략: 가격할인 프레이밍·브랜드 이미지·제품 혁신성의 역할

박소진,김용만 한국마케팅관리학회 2011 마케팅관리연구 Vol.16 No.1

This study investigated the effects of price discount framing, brand image, and product innovativeness on consumers’ purchase intention of a bundle composed of a new high-tech product and an existing product. First, price discount framing means how they represent an equivalent price reduction in price bundling. Prior research suggests that consumers are sensitive to the framing of prices and discounts in the presentation of the bundle offer. For example, there is evidence that an equivalent price reduction to the overall bundle, one of the individual products in the bundle, or distributed among the individual products in the bundle can alter the perceived attractiveness of the offer (e.g. Chakravarti, Krish, Paul, and Srivastava 2002; Hamilton and Srivastava 2008; Janiszewski and Cunha 2004; Johnson, Herrmann and Bauer 1999; ; Morwitz, Greenleaf, and Johnson 1998; Yadav 1994; 1995). In line with these earlier researches, this research suggests the bundle type can influence the consumer’s purchase intention of a bundle. This research presents two types of bundle-mixed-leader bundle and mixed-joint bundle. In mixed-leader bundling, the price of high-tech product (ex. tablet PC) is purchased at the regular price while the tie-in product (ex.printer) is discounted. In mixed–joint bundling, a single price is set when the two product are purchased jointly. Second, bundle partner’s brand image can influence the consumer’s purchase intention of a bundle and perceived quality of high-tech product. Consumers may make evaluations based on bundle partner’s brand image because many consumers either have incomplete information or may not fully understand the technology inherent in the products that they are buying. Consumers are likely to assume that product bundles are analogous to brand alliance in that one product lends assurances to another product. So consumers may rely on bundle partner’s brand image when they buy a bundle and evaluate the quality of new high-tech product. Third, product innovativeness refers to the degree how new and different a product is compared to current products consumers knew about and what extent a product would change consumer’s behavior. Product innovativeness is one of the factors that consumers make a decision to buy a new high-tech product. This research focused on the interaction effects of these three factors. This study is based on a 2 x 2 x 2 factorial design with bundle discount framing (mixed -leader bundle vs. mixed-joint bundle), bundle partners brand image (strong vs. weak), and the level of product innovativeness(high vs. low). The dependant variables are consumers’ purchase intention of a bundle. The data was analyzed with three-way ANOVA. This research found that a significant 3-way interaction effect of bundle discount framing, bundle partners brand image, and the level of product innovativeness on consumers’ purchase intention of a bundle. When the new high-tech product (tablet PC) is bundled with the strong brand tie-in product(e.g. Samsung Printer), consumers’ purchase intention of a bundle is higher in a mixed-joint bundle condition rather than in a mixed-leader bundle condition. However, when the new high-tech product(tablet PC) is bundled with the weak brand tie-in product(e.g. Brother Printer), consumers’ purchase intention of a bundle is higher in a mixed-leader bundle condition rather than a mixed-joint bundle condition. This research also found a significant 3-way interaction effect. The interaction effect of bundle discount framing and bundle partners brand image is more pronounced in the high level of group which consumers believe product innovativeness of the tablet PC is high rather than low level of group. Based on the results, marketing managers are advised to consider bundle partner’s brand image,price discount framing, and the degree of product innovativeness simultaneously when they use price bundling strategy for new high-tech product 본 연구는 하이테크 신제품을 번들링(묶음판매)할 때 소비자의 번들구매의도에 영향을 줄 수 있는 요인들, 즉, 가격할인 프레이밍, 번들파트너의 브랜드 이미지, 소비자의 신제품에 대한 제품 혁신성 지각수준에 대하여 탐구하였다. 첫째, 가격할인 프레이밍이란 가격 번들링(price bundling)전략에서 번들 할인된 금액을어떤 방식으로 제시하느냐하는 문제이다. 본 연구는 하이테크 신제품과 기존 제품의 번들을 ‘믹스드 리더 번들(mixed-leader bundle)’과 ‘믹스드 조인트 번들(mixed-joint bundle)’의 형태로 제시하였다. 둘째, 번들파트너의 브랜드이미지란 하이테크 신제품이 강한 브랜드 이미지를 가진 제품과 번들 되느냐 또는 약한 브랜드 이미지를 가진 제품과 번들 되느냐 하는 문제이다. 셋째, 제품 혁신성 수준이란 소비자가 하이테크 신제품이 얼마나 혁신적이고 소비행동을 변화시킬 것으로 지각하는 정도를 말한다. 본 연구는 이 세 가지 요인들이 전체 번들의 구매의도에 미치는 상호작용효과를 중심으로 탐구하였다. 연구결과, 하이테크 신제품이약한 브랜드 이미지를 가진 파트너와 번들링될 때는 번들파트너 제품을 할인해주는 형태의 믹스드 리더 번들 형태로 제시되었을 때가 총금액을 할인해주는 믹스드 조인트 번들 형태로 제시되었을 때보다 전체번들에 대한 구매의도가 높았다. 반면, 하이테크 신제품이 강한 브랜드 이미지를 가진 제품과 번들링될 때는 총금액을 할인해 주는 믹스드 조인트 번들 형태일 때가 믹스드 리더 번들 형태일 때보다 전체번들에 대한 구매의도를 높았다. 이와 같은 번들 가격할인 프레이밍과 번들파트너의 브랜드이미지의 상호작용효과는 신제품이 혁신성이 낮다고 지각한 집단보다 높다고 지각한 집단에서 더욱 크게 나타났다.

수입농산물 가격이 국산농산물 가격에 미치는 영향분석: 가락농수산물도매시장을 중심으로

이정희,김윤두 한국유통경영학회 2022 유통경영학회지 Vol.25 No.5

Purpose: The purpose of this study is to find out how the price change of imported agricultural products in the agricultural wholesale market affects the price of domestic agricultural products by analyzing the transition effect. Research design, data, and methodology: The price transfer effect was analyzed through the NARDL model by selecting "carrot", "pumpkin", "onion", "garlic", "cabbage", and "broccoli", which are imported agricultural products in Garak Agricultural and Fishery Wholesale Market that plays a pivotal role in the distribution of agricultural products in Korea. Results: Except for the short-term price transition of "cabbage", it was confirmed that the price of domestic agricultural products rises due to the price of imported agricultural products in the long-term and short-term price transition of all items. The estimated coefficient was more than 3% of a positive(+) asymmetric price transfer In the long-term price transfer of ‘carrot’ and ‘broccoli’. This phenomenon was found that imported products is leading the price more than half of the transaction volume of the item and serves as a replacement for domestic products. Implications: There have been many opinions that imports of agricultural products are inevitable due to unstable supply and demand of domestic agricultural products, and so far the increase in imported agricultural products has a negative i mp act on domestic producers due to a decline in price of whole agricultural products. As a result of the analysis, the impact of the price shock on domestic agricultural product was insignificant, and based on this, it is necessary to recognize that it is a realistic plan to secure the absolute amount required in Korea rather than looking at imports with only a negative perspective.

제품계열에 대한 팽창가격할인 효과에 관한 실증분석

유창조(Chang Jo Yoo),현소은(Hyun Soeun) 한국마케팅학회 2010 마케팅연구 Vol.25 No.4

팽창가격할인에 관한 선행연구가 여러 제품들을 위한 할인방식들(예: 최대할인, 범위할인, 최소할인)이 소비자의 반응에 미치는 영향을 비교 분석하고 있다. 그러나 매장관리자는 판매하는 제품들 중 일부 브랜드를 선정하여 그 라인에 대한 할인을 제안할 수 있다. 이런 관점에서 본 연구는 특정 브랜드의 제품계열 할인 시 이에 대한 정보를 안내하는 효과적인 방법을 분석했다. 본 연구의 초점은 크게 두가지로 구분될 수 있다. 첫째, 본 연구는 팽창가격할인의 효과가 특정 브랜드에 적용되었을 경우에도 같은 방식으로 나타날 것이라는 가설을 설정했다. 둘째, 본 연구는 팽창가격 할인방식과 가격대의 상호작용효과를 설정했다. 즉, 본 연구는 팽창가격 할인방식의 효과는 할인되는 품목의 가격대가 높을수록 그리고 그브랜드 인지도가 높을수록 크게 나타날 것이라고 예측한다. 본 연구는 설정한 가설들을 검증하기 위해 혼합설계 방식의 실험을 진행했다. 할인방식(최대할인, 범위할인, 최소할인)과 브랜드인지도(고/저)는 개체간 요인으로 처리되어 340명의 학생들이 모두 6개의 실험집단에 할당되었고, 가격대는 개체내 요인으로 처리되었다. 실험참가자들은 각 실험집단별로 세 개의 제품군(고/중/저 가격대)에 대한 세가지 다른 할인방식에 대한 정보를 접하게 설계되었는데, 실험시 제품군과 할인방식이 제시되는 순서의 효과가 서로 상쇄될 수 있도록 순서를 조정하였다. 실험참가자들은 할인방식에 대한 광고를 검토한 후 할인가치, 할인거래에 대한 태도 및 구매의사에 관한 질문에 응답했다. 본 연구는 제시된 가설들을 검증하기 위해 ANOVA 분석을 실시했다. 검증 결과 첫째, 선행연구가 제시한바 있는 팽창가격할인 효과는 특정 브랜드에 국한되어 제품계열에 따라 다른 할인율이 제시될 경우에도 확인되었다. 둘째, 가격할인에 대한 반응은 가격대별로 차이가 없는 것으로 나타났고, 할인방식과 가격대의 상호작용은 유의한 것으로 나타났다. 특히 범위할인 효과는 가격대가 높은 경우 그렇지 않은 경우보다 더 크게 나타났다. 셋째, 브랜드 인지도가 높을수록 가격할인에 대한 반응이 더호의적으로 형성되고 있으나, 인지도가 낮은 경우 할인방식별 차이는 거의 없는 것으로 나타났다. 본 연구결과의 기여도는 특정 브랜드에 대한 팽창가격할인 효과와 가격대와 브랜드 인지도의 조절효과를 검증하였다는 측면에서 찾아볼 수 있다. 본 연구는 연구결과를 요약하면서 그에 따른 매장관리자들을 위한 관리적 시사점들을 논의하였고, 연구의 한계점을 지적했다. 마지막으로 본 연구는 매장관리자의 의사결정에 도움이 될 수 있는 분야에 대한 후속연구방향을 제시했다. Most studies about tensile price reductions had examined the effects of discount types(i.e. minimum levels of savings, savings range, maximum level of savings) for various types of products in the store on consumer savings and value perception. However, store managers may select a well known brand and suggest different discount types along the product lines for that brand. In this regard, this study examined the effects of tensile price claims for product lines of specific brands. Focusing on tensile price reductions for the product lines of a specific brand, we developed hypotheses about the effects of discount types, price range, and the brand awareness level on consumer evaluations. First, we hypothesized the same effects about tensile price claims on consumer responses when those discount claims were applied to the product lines of a brand. Second, we hypothesized the interaction effect between tensile discount claim and the price range and interaction effect between tensile discount claim and brand awareness level. More specifically, we hypothesized that consumers will respond to tensile price claims more favorably for a high-priced product than for a low-priced product. Likewise, consumers will respond to tensile price claims for a well known brand rather than for an unfamiliar brand. In addition, we proposed that the effects of discount claims about the savings range will vary with the price range of discounted products. To test these research issues, this study conducted experimental designs(mixed designs). Three-hundred forty undergraduate students were assigned to one of the cells in groups of 2-3 between-subject designs in which the main factors were claim types(minimum level of savings, savings range, maximum level of changes) and the brand awareness level(familiar brand and unfamiliar brand). On the other hand, the price range was manipulated as within the subject factor. Participants reviewed the price reduction claims for three product categories(bag: high price products, sunglasses: medium price products, electronic dictionaries: a low price product) respectively. We counterbalanced the order of product categories and each participant was exposed to different price reduction types for each product category. We asked the participants to review the price reduction claims carefully and measured their evaluations. Dependent variables were perceived savings, attitude toward the deal and purchase intention of discount claims. Referring to prior research, we developed nine items to measure the dependent variables. Seven point semantic differential scales were used to measure the nine items. Preliminary analyses were conducted before testing the proposed hypotheses. The main purpose of these initial analyses was to check if the manipulations for price range and brand awareness were successful. For this purpose, we asked expected prices and familiarity of the brands listed in the main experiment. The results showed significant differences in perceived prices and familiarity by brands, indicating that participants perceived the price range and brand awareness as intended. Hypotheses relating to the dependent variables of perceived savings, attitude toward the deal and purchase intention were examined by ANOVAs followed by contrast between treatment groups. First we confirmed the effects of tensile price reductions. Perceived savings, attitude toward the deal and purchase intention became higher when advertisements claimed a maximum level of savings than when those claimed a minimum level or a range of savings. Second, we found insignificant main effects of price level, but significant interaction effects between discount claim types and price ranges. Consumers responded more favorably to the range discount claims for a high-priced brand than for a medium or low-priced brand. Third, we found significant interaction effects between discount claim types and brand awareness level. Consumers evaluated the discount claims more

가격-품질 관계에 대한 심리적 거리와 제품지식의 조절적 영향

이학식(Hak Sik Lee),윤나라(Na Ra Youn),박지은(Ji Eun Park) 한국마케팅학회 2014 마케팅연구 Vol.29 No.1

많은 연구자들이 가격과 소비자의 품질 지각 간에 가격이 높으면 품질이 좋은 것으로 지각하는 높은 상관관계가 존재한다는 결과를 얻어왔다. 가격-품질 관계에 대한 초기 연구자들은 품질을 평가하는 데 있어 가격 이외의 다른 정보단서들은 고려하지 않고 가격의 영향력만을 연구하였다. 그 후의 연구자들은 소비자에게 제품속성정보를 제공하였을 때에도 여전히 가격이 품질 지각에 지배적인 영향을 미치는지에 대해 연구하였다. 어떤 연구에서는 제품속성정보가 주어지면 품질 평가에 대한 가격의 영향력이 낮아지는 것으로 나타났고, 다른 연구에서는 제품속성정보가 주어져도 가격에 의존하여 품질을 추론하는 것으로 나타나 혼재된 연구결과를 얻었다. 최근 한 연구에서는 가격-품질 관계에 대한 지금까지의 혼재된 연구결과를 해석수준이론으로 설명하고자 하였다. 본 연구는 이러한 연구 흐름에 따라, 제품속성정보가 주어졌을 때 가격과 소비자의 품질 지각 간의 관계에 대한 심리적 거리(시간적 거리, 공간적 거리)의 조절효과와 가격과 품질 지각 간의 관계에 대한 심리적 거리의 조절효과를 제품지식이 2차 조절하는지에 대해 조사하였다. 본 연구의 결과는 다음과 같이 요약된다. 첫째, 제품속성정보가 주어졌을 때 가격과 소비자의 지각된 품질 간의 관계에서 시간적 거리의 조절효과는 유의하지 않았지만 제품지식의 2차 조절효과는 유의하게 나타났다. 본 연구에서 시간적 거리의 조절효과가 나타나지 않은 이유는 제품지식의 강한 2차 조절효과 때문이었다. 둘째, 제품속성정보가 주어졌을 때 가격과 소비자의 지각된 품질 간의 관계에서 공간적 거리의 조절효과가 나타났으며, 이는 다시 제품지식에 의해 2차 조절되는 것으로 나타났다. 요컨대, 본 연구 결과에 의하면 품질추론 시 심리적 거리가 멀수록 가격 의존도가 높아진다는 것은 소비자가 제품지식을 적게 가진 경우에 제한적으로 적용되며, 제품지식을 많이 가진 소비자는 속성(vs. 가격)에 대한 의존도가 높아진다고 할 수 있다. Recent research investigating the influence of price on quality inference has been paying much attention on the issue of whether quality judgment is affected by price even when information on product attributes is available. The reported findings failed to provide converging evidence. Some research found that participants consistently relied on price for quality judgments, even when information on specific product attributes was assessable. Studies of other researchers, on the other hand, have found that when product attribute information was given, influence of price on quality judgments became insignificant. Yan and Sengupta (2011) tried to resolve this discrepancy by introducing construal level as a moderator. In light of this stream of research, we document the significant moderating effect of product knowledge on the effect of psychological distance (temporal distance and spatial distance) on the price-quality relationship. In the context of vacation package (Study 1) and electronic dictionary (Study 2) purchases, we tested four research hypotheses. H1: Consumers` relative reliance on price (product attributes) over product attributes (price) for making quality inferences will be heightened when the judgment is temporally distant (close). H2: If consumers possess high product knowledge, their relative reliance on product attributes over price for making quality inferences will be increased regardless of temporal distance. On the other hand, consumers` relative reliance on price (product attributes) over product attributes (price) for making quality inferences will be heightened when the judgment is temporally distant (close). H3: Consumers` relative reliance on price (product attributes) over product attributes (price) for making quality inferences will be heightened when the judgment is spatially distant (close). H4: If consumers possess high product knowledge, their relative reliance on product attributes over price for making quality inferences will be increased regardless of spatial distance. On the other hand, consumers` relative reliance on price (product attributes) over product attributes (price) for making quality inferences will be heightened when the judgment is spatially distant (close). In Study one, four hundred undergraduates were randomly assigned to one of eight conditions, according to a 2 (price: high vs. low) × 2 (product attribute: favorable vs. unfavorable) × 2 (temporal distance: near vs. distant) between-subjects design. Participants` product knowledge was measured using a continuous scale item. A three-way ANCOVA on perceived quality controlling for a moderating effect of product knowledge showed that the interaction effect of ‘price × attributes × temporal distance’ was insignificant (F(1, 391) = 1.84, p = .175, partial η2 = .005). This result was not supportive of H1. H1 was not supported because the moderating effect of product knowledge was so strong. To test H2, we conducted a moderated multiple regression on perceived quality with price, product attributes, temporal distance, product knowledge, and their possible interactions as predictors. As hypothesized, a significant four-way interaction emerged between price, attributes, temporal distance, and product knowledge (β = -.73, t = -2.64, p = .009). To explore the four-way interaction, high vs. low product knowledge participants (split by mean=3.48) were analyzed further. The ‘price × attributes × temporal distance’ interaction was insignificant for the high product knowledge participants (F(1,176) = 2.83, p = .094, partial η2 = .016), whereas it was significant for the low product knowledge participants (F(1,208) = 10.27, p = .002, partial η2 = .047). One-way ANOVA showed that for the high product knowledge participants, relative reliance on product attributes over price for making quality inferences was high regardless of temporal distance (near temporal distance condition: Mfavorable = 5.37 vs. Munfavorable = 2.31; F(1,89) = 171.23, p=.000

Pricing add-on products : The effect of price differences among base and add-on products of mobile games on add-on product sales

Seongsoo Jang,Jaihak Chung 한국마케팅관리학회 2019 한국마케팅관리학회 학술대회 Vol.2019 No.10

Prior pricing literature has focused on pricing multiple products offered simultaneously, with less attention to pricing add-on products whose prices are non-observable and offered sequentially in the electronic marketplace. This research examines how inter-price relationships among base and add-on products affect the sales of a new add-on product in the mobile gaming context. Based on theories of price fairness, product familiarity and price-quality relationship, a research model was drawn and tested on a sample of 6,766 weekly observations derived from 74 base games and 514 add-on virtual goods. Our empirical results show that the relative price of a new add-on product, when compared to the base game price, is negatively related to the add-on product sales, but positively related to its sales, when compared to prices of existing add-on products. Furthermore, the inter-price relationships among base and add-on gaming products are moderated by visual richness and game genre. This study provides the implications for IS research and practice.

고가제품 구매행동에 관한 정성적 연구

선종성,여준상 한국전략마케팅학회 2008 마케팅논집 Vol.16 No.4

최근 들어, 고가제품의 소비는 점점 증가하고 있으며, 대중화가 진전되어가고 있다. 과거 40대와 50대만의 전유물로만 여겨졌던 고가제품이 이제는 20, 30대 직장인에서 심지어 10대에 이르기까지 소비 확산이 일어나고 있다. 하지만, 이러한 중요한 현실적 변화에도 불구하고 그동안 고가제품 구매행동에 대한 심층적 연구는 활발하지 못하였다. 따라서 본 연구에서는 21명의 피험자를 대상으로 심층인터뷰와 자유연상기법 등을 통해 소비자가 생각하는 고가제품에 대한 인식을 파악하고, 고가제품 구매행동 특성과, 구매에 미치는 영향 요소를 발견하고자 하였다. 연구 결과, 남성은 고가제품에 대해 주로 기능이 중요시되는 전자제품을 떠올렸으며, 여성의 경우 자신을 표현하는 패션제품을 주로 떠올렸다. 정보수집에 있어서 남성은 기능을 위주로 인터넷을 통해서 정보를 수집하는 반면 여성피험자의 경우 디자인을 중심으로 시각적 정보를 습득하고 주위에서 접한 정보들의 신뢰도를 점검하는 순서로 정보 습득을 하였다. 또한 여성 중에서도 전문직 여성의 경우 남성 못지않게 기능에 대한 정보를 많이 알고 있으며, 정보수집에 있어서도 다른 여성에 비해 디자인보다는 기능을 우선적으로 고려하였다. 구매 시에는 남성의 경우 구매 전과 마찬가지로 기능을 가장 우선시하는 반면, 여성은 대부분 디자인을 위주로 구매를 한다고 응답하였다. 또한, 남성피험자는 고가제품 가격을 기능과 성능, A/S 등으로 판단하여 비교적 가격에 만족하는 편이며, 이와 반대로 여성피험자의 경우 고가제품 가격을 브랜드 값, 고가정책의 산물로 인식해 거품이라고 생각하며 불만족스러움을 표현했다. The consumption of high-priced products is increasing gradually and high-priced products are getting popular with many people. But, in spite of the importance of high-priced product, few research has been conducted for this change. Therefore this study will try to find the consumers' perceptual map of high-priced products and analyze the characteristics of purchase behavior toward high-priced products and key impacting factor for buying through in-depth interview and free association test. As a result, we found that male(female) informants focused on product functions(design), so the male(female) informants regarded high-priced products as electronic device(fashion items). When informants collect information for high-priced product, the male informants focused on product functions but the female informants focused on product design. However, female informants on professional jobs have higher-level product knowledge and when they were prepared to purchase, they focused more on product functions than on product design. When the male informants purchased high-priced product, they still focused on product functions, on the other hand, the female informants focused more on product design. Male informants were satisfied with the price of high-priced product because of its good function, performance, and after-service, but female informants were not satisfied with the price of high-priced product because of its brand bias and price-bubble.

900원 혹은 990원? 우리나라 소비재 가격의 끝자리 연구

김가은,석관호 한국마케팅학회 2021 마케팅연구 Vol.36 No.2

가격 끝자리는 소비자에게 제품과 제품가격의 이미지를 알리기 위한 수단으로 전략적으로 결정된다. 가격 끝자리 의사결정은 또한 가격 숫자의 특성과 소비자의 가격지각 등에도 영향을 받는다. 외국의 많은 연구가 있었음에도, 우리나라의 가격 끝자리에 관한 연구는 아직 이루어지지 않았다. 본 논문은 국내 대형 유통업체에서 판매되는 소비재의 가격을 이용해 우리나라 가격 끝자리를 연구하였다. 본 연구의 목적은 크게 두 가지이다. 첫 번째 연구목적은 우리나라 가격 끝자리 현황에 대한 이해를 높이는 것이다. 가격 끝자리 사용은 문화적 특성과 사용되는 화폐의 특성에 따라 달라질 수 있기 때문에, 외국의 많은 국가에서 이에 관한 연구가 이루어졌다. 본 연구는 우리나라 가격 끝자리 사용에 대한 현황을 살펴봄으로써, 가격 끝자리가 어떻게 전략적으로 활용되고 있는지에 대한 이해를 높이고자 하였다. 구체적으로, 의사결정이 주요하게 이루어지는 가격의 자릿수와 가격의 자릿수별로 빈번하게 사용되는 가격 숫자를 조사하였다. 연구결과 우리나라의 가격 끝자리 결정은 10의 자릿수와 100의 자릿수에서 주로 이루어지는 것으로 나타났다. 맨 마지막(1원 단위) 자릿수에서는 대부분의 가격이 0으로 끝나는 것으로 나타났다. 10의 자릿수에서는 0이 가장 많이 쓰이며, 그 다음으로 8과 5가 많이 사용되었다. 100의 자릿수에는 9, 0, 5가 가장 빈번하게 사용되는 숫자였다. 본 논문의 두 번째 연구목적은 제품의 특성이 가격 끝자리에 미치는 영향에 관한 가설을 제시하고 이를 실증적으로 검증하는 것이다. 구체적으로 가격수준(price level), 친환경(vs. 비친환경)제품, 쾌락재(vs. 실용재)에 따른 가격 끝자리 사용을 검증하였다. 종속변수로 사용된 가격의 특성은 0으로 끝나는 가격으로 정의되는 라운드(round) 가격과 8이나 9로 끝나는 바로아래(just below) 가격 여부였다. 검증 결과는 다음과 같다. 첫째, 가격수준이 높을수록 0으로 끝나는 라운드 가격이 많이 사용되었으며, 8이나 9로 끝나는 바로아래 가격은 덜 사용되는 것으로 나타났다. 둘째, 친환경 제품의 경우 비친환경 일반 제품보다 라운드 가격의 사용이 더 빈번했으나, 바로아래 가격의 사용에는 유의한 차이가 없었다. 마지막으로 쾌락재는 실용재보다 바로아래 가격의 사용이 적은 것으로 나타났으며, 라운드 가격의 사용에 있어서 두 유형의 제품 간 차이는 유의하지 않았다. 본 연구는 처음으로 우리나라 제품의 가격 끝자리 효과를 실증적으로 분석하였다는 점에서 의의가 있으며, 기업의 가격 의사결정자에게도 실무적인 시사점도 제공한다. Marketers use price endings to signal product and price images to consumers. Decisions about price endings are also influenced by numerical properties of numbers and consumer perception of price. Although many studies on price endings have been conducted in other countries, research on price endings conducted in Korea is lacking. This research examines the price endings in Korea using price information of nondurable consumer products of large discount stores. The goals of this research are twofold. The first goal is to understand the use of price endings in Korea. Because price endings are also affected by culture and the currency unit of a country, price endings have been researched in many countries. The current research intends to understand how Korean marketers strategically utilize price endings by investigating characteristics of prices in Korea. Specifically, the authors examined at which price digits marketers make price ending decisions and the numbers that are frequently used at price digits. Results showed that price ending decisions are most commonly made at the second rightmost (i.e., 10s place) and the third rightmost (100s place) digits. At the rightmost (last) digit, most prices end with 0. At the second rightmost (10s) digit, the number 0 is most common, followed by 8 and 5. At the third rightmost (100s) digit, 9, 0, and 5 are the most common numbers. The second goal of this research is to test empirically the influence of product characteristics on the use of price endings. Specifically, we tested the influence of price levels, green (vs. non-green) products, and hedonic (vs. utilitarian) products on the use of round price (i.e., price that ends with 0s) and just blow price (i.e., price that ends with 8 or 9). First, as the price level is higher, round prices are more frequently used and just below prices are less frequently used. Second, green (vs. non-green) products are more likely to end with 0s. However, no significant difference in the use of just below price was found between green and non-green products. Lastly, the use of just below price was less common among hedonic (vs. utilitarian) products, but there was no significant difference in the use of round price between the two product types. This research empirically investigates the use of price ending for the first time in Korea and presents practical implications to price decision makers.

상품라인별 가격결정이 적재효율 및 물류비에 미치는 영향에 관한 연구

정성태,윤남수,한규철 한국유통과학회 2014 유통과학연구 Vol.12 No.8

Purpose - Despite the importance of price, many companies do not implement pricing policies smoothly, because typical price management strategies insufficiently consider logistics efficiency and an increase in logistics costs due to logistics waste. This study attempts to examine the effect of product line pricing, which corresponds to product mix pricing, on logistics efficiency in the case of manufacturer A, and analyzes how logistics performance changes in response to these variables. Research design, data, and methodology - This study, based on the case of manufacturer A, involved research through understanding the current status, analyses, and then proposing improvement measures. Among all the products of manufacturer A, product group B was selected as the research object, and its distribution channel and line pricing were examined. As a result of simulation, for products with low loading efficiency, improvement measures such as changing the number of bags in the box were suggested, and a quantitative analysis was conducted on how these measures influence logistics costs. The TOPS program was used for the Pallet loading efficiency simulation tool in this study. To prevent products from protruding out of the pallet, the maximum measurement was set as 0.0mm, and loading efficiency was based on the pallet area, and not volume. In other words, its size (length x width) was focused upon, following the purpose of this study and, then, the results were obtained. Results - As a result of the loading efficiency simulation, when the number of bags in the box was changed for 36 products with low average loading efficiency of 73.7%, as shown in <Table 11>, loading efficiency improved to 89.9%. Further, from calculating logistics cost based on the cost calculation standard of manufacturer A, the amount of annual logistics cost reduction amounted to 101,458,084 KRW. Given that the sum of the logistics cost of the product group B of manufacturing enterprises A is 400,340,850 KRW, it can be reduced by 25%, to 298,882,766 KRW. Although many methods improve loading efficiency, this study proved that logistics cost could be reduced by changing the number of bags within boxes. If this measure is applied to other items, visible logistics cost reduction effects will be realized through improvements in loading efficiency. Conclusions - Future pricing policies should consider their correlation with quality, loading efficiency, product specifications, and logistics standardization to prevent logistics waste, enabling management to improve earnings for companies. Thus, when companies decide pricing policies for new products, the aspects of merchandising and marketing should take priority; however, the aspect of logistics also needs to be considered as significant. Measures revealed by the study results are not only the responsibilities of manufacturing enterprises. Pricing policy agreements between manufacturing enterprises and distribution companies, and logistics factors related to price determination should be considered; further, governments should also support them for their collaborations. This will enable consumers to purchase quality products with low prices.

A Stochastic Optimization Model with Firm-driven Substitution for Improving Productivity

( Sang-won Kim ) 한국생산성학회 2019 生産性論集 Vol.33 No.1

Remanufactured product has the same or similar quality as a new product and used products are recovered and sold as new products. Manufactured and remanufactured products can be substitutes for each other. Customer-driven substitution is initiated by the customers and firm-driven substitution is initiated by the firm. In this study, we consider a single-period stochastic optimization model considering firm-driven substitution for the optimal decisions of price and production quantity. The most common type of substitution is inventory-based substitution where consumers substitute for a product that is unavailable or protected from sale to that customer at that time. Customers may switch to a cheaper product regardless of the availability of their original preference and this type of demand substitution is price-based substitution. This model is a profit maximization model for deciding optimal pricing and production quantity where the unsold high-priced products are substituted to the low-priced product demand customers. The customer demands are stochastic and independent. We develop a one-period model for optimal production quantity for a given price and for optimal prices for a given production quantity. We consider inventory-based substitution and price-based substitution in the pricing decisions. The main objective of this study is to develop analytical models to obtain the optimal solutions to support decision-makers in these environments. We develop standard numerical procedures for finding optimal solutions (numerical examples). The numerical study shows that the optimal production quantity of newly manufactured product is greater than that of the equivalent newsvendor problem (with zero holding and shortage costs and no substituted demand), and the optimal production level of remanufactured product is less than that of the equivalent newsvendor problem. The optimal prices are less than those of the equivalent deterministic model. The limitations of this work suggest that the need for future research that enables firms to cope with the general case where there are multiple markets and capacity resource constraint.