소비자의 PB상품 선택요인과 소비가치 및 선호도에 관한연구 : 대형할인점을 중심으로 = (A) study of choice factors, consumption values, and preferences of PB products : focused on the discount stores

다국어 초록 (Multilingual Abstract)

As markets for PB products of large discount stores are on the increase according to changes in distribution environments and consumption values, the purpose of this study is to additionally analyze consumption values and variables of purchasing activities of consumers for consumers to purchase, that had been insufficiently researched in precedent studies, to identify differences by relevant variables, and to investigate the status of consumers' purchasing of PB products in large discount stores. Also, the author analyzed the effects of these tendencies on PB products preferences of consumers, and based on the results, presented data related to PB products purchasing both for firms and for consumers, and attempted to maximize consumers' satisfaction and efficiency.
In this study, questionnaires were distributed to male and female adults at least in their 20s who experienced to visit large discount stores within one month, and a total 505 ones were used as data for analysis. As for statistical processing, Frequency Analysis, Factor Analysis, t-test, One-way ANOVA, Crosstabulation Analysis, Correlation, and Multiple Regression Analysis were conducted by using the SPSS 12.0 program.
The results of this study are as follows.
First, factor analysis was conducted in order for consumption values and selection factors on PB products of consumers to be categorized with common factors, and as a result, each was categorized with a total four factors. As for the actual status of purchasing activities of consumers on PB products, most consumers recognized PB products in advance but no PB products were preferred specifically.
Second, the entire mean satisfaction of consumers on PB products was 3.18, and the entire mean preference of consumers on PB products was 3.27.
Third, as for the effects of relevant variables on consumers' preference on PB products, the preference was higher as the selection factor 2 of PB products (perceived quality) was higher, as the selection factor 4 of PB products (perceived price) was higher, as quality satisfaction was higher, as the selection factor 1 of PB products (familiarity) was higher, as the factor of consumption values 3 (quality and AS-centered) was lower, as the factor of consumption values 1 (famous brand-centered) was lower, as there are preferred PB products and brands rather than there are not, as the factor of consumption values 2 (design and trend-centered) was higher, and as the ratio of mean purchasing was higher.

목차 (Table of Contents)

• 제 1 장 서 론 = 1
• 제 1 절 문제제기 = 1
• 제 2 절 연구목적 = 4
• 제 2 장 이론적 배경 = 5
• 제 1 절 PB상품에 관한 이론적 고찰 = 5
• 1. Private Brand의 정의 및 구분 = 5
• 2. PB상품의 성장배경 및 현황 = 8
• 3. PB상품의 종류 = 11
• 제 2 절 소비가치에 관한 이론적 고찰 = 14
• 1. 소비가치의 개념 = 14
• 2. 소비가치의 구성 및 연구동향 = 15
• 제 3 절 소비자의 PB상품 선택요인과 선호도에 관한 이론적 고찰 = 17
• 1. 소비자의 PB상품 선택요인 = 17
• 2. 소비자의 PB상품 선호도 = 24
• 제 3 장 연구방법 = 27
• 제 1 절 연구문제 및 연구모형 = 27
• 1. 연구문제 = 27
• 2. 연구모형 = 28
• 제 2 절 연구방법 = 29
• 1. 조사대상 및 자료수집 = 29
• 2. 척도구성 및 내용 = 29
• 3. 분석방법 = 30
• 제 4 장 분석결과 및 해석 = 32
• 제 1 절 조사대상자의 인구통계학적 특성 = 32
• 제 2 절 소비자의 소비가치 = 34
• 1. 소비자의 소비가치 = 34
• 2. 인구통계학적 변수에 따른 소비가치 차이 = 36
• 제 3 절 소비자의 PB상품 선택요인 = 40
• 1. 소비자의 PB상품 선택요인 = 40
• 2. 인구통계학적 변수에 따른 소비자의 PB상품 선택요인 차이 = 42
• 3. 소비가치에 따른 소비자의 PB상품 선택요인 차이 = 45
• 제 4 절 소비자의 PB상품 구매행동 = 48
• 1. 소비자의 PB상품 구매행동 = 48
• 2. 인구통계학적 변수에 따른 소비자의 PB상품 구매행동 차이 = 50
• 3. 소비가치에 따른 소비자의 PB상품 구매행동 차이 = 55
• 제 5 절 소비자의 PB상품 만족도 = 59
• 1. 소비자의 PB상품 만족도 = 59
• 2. 인구통계학적 변수에 따른 소비자의 PB상품 만족도 차이 = 59
• 3. 소비가치에 따른 소비자의 PB상품 만족도 차이 = 64
• 제 6 절 소비자의 PB상품 선호도 = 67
• 1. 소비자의 PB상품 선호도 = 67
• 2. 인구통계학적 변수에 따른 소비자의 PB상품 선호도 차이 = 67
• 3. 소비자의 PB상품 선호도에 미치는 관련변수의 영향력 = 70
• 제 5 장 결론 = 74
• 제 1 절 요약 및 결론 = 74
• 제 2 절 제 언 = 77
• 참 고 문 헌 = 81
• 부 록 = 86
• ABSTRACT = 93