企業의 마아케팅活動에 대한 大學生 消費者의 態度에 관한 硏究 = Collegian Consumer Attitudes toward Marketing Practices

다국어 초록 (Multilingual Abstract)

During the past two decades, there has been increasing concern in business policy of the advanced nation for the rights and interests of the consumer. Many business firms have made a great contribution to the betterment of the standard of living by executing consumer oriented management. There are also many studies on the consumer behavior and consumer reactions to marketing plans and business practices.
Since the marketing has been introduced to korea, there has been much progress in business management through the performance3 of the marketing system. Also, many studies and researches to determine consumer characteristics or consumer response to a marketing strategy were made. Now, the need of understanding consumers arises more than before in the age of a open-door policy, shortage of resources because the firm and Government should take care of consumer advocates and their movement, consumer's attitudes toward marketing practice as a environmental factor to survive. But there can hardly be found a study on consumer attitudes, especially collegian ones toward overall marketing practices.
This article represents on exploratory research which used collegians consumers who live in pusan city as a sample to recognize their perceptions of marketing activities of korean business and to suggest some implication for marketing management.
In this survey, the data were collected by personal and group interview from July 5, 1985 to september 30, 1985. Questionnaires were made of 6 classification items and 38 Likert 5-scales type statements chosen after a pilot test of 48 items. Fifty random selected collegians of Dong-A University were used in this pretest. The reference data to make those statements was the questionnaires which ever used for the national survey in 1972 and 1977 in America. And to make an easy discussion, the 38 statements are grouped into several categories as philosophy of business, product quality, advertising, other marketing activites, consumer responsibility, consumerism and government intervention.
The samples of collegians were randomly and systematically selected. For the purpose of analysis, the collected data were summed by using subprogram Appregate, Cross tabs and Factor analysis in SPSS. The prime 400/500 computer was used to run those statistical packages.
The critical analysis of the date from this survey suggests several broad conclusions and implications.

목차 (Table of Contents)

• Ⅰ. 序言
• 1. 硏究目的
• 2. 硏究方法 및 範圍
• Ⅱ. 調査方法
• 1. 設問內容
• 2. 標本構成 및 抽出方法
• 3. 資料蒐集方法 및 資料處理
• Ⅲ. 調査結果
• 1. 企業의 理念에 대한 態度
• 2. 製品의 質에 대한 態度
• 3. 企業의 廣告活動에 대한 態度
• 4. 餘他마아케팅活動에 대한 態度
• 5. 消費者責任에 대한 態度
• 6. 消費者主義 및 政府介入活動에 대한 態度
• Ⅳ. 結 言
• 參考文獻
• Summary