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학제간연구 과학기술학 뇌인지과학 기술정책 기타 복합학

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논문 기본 정보

자료유형
학술저널
저자정보
저널정보
한국유통과학회 유통과학연구 유통과학연구 제13권 제9호
발행연도
2015.1
수록면
59 - 70 (12page)

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Purpose – This study aims to suggest strategies for Korean enterprises advancing into the Vietnam bakery market by analyzing the effects of perceived values on brand preference and purchase intention among Korean and Vietnamese consumers. Research design, data, and methodology – The perceived value model designed includes functional (price, quality), emotional, and social values. The survey collected data from 500 consumers in Seoul (Korea) and HoChiMinh (Vietnam). The SPSS 18.0 package was used for analysis. Results – First, among Vietnamese consumers, perceived value had a positive (+) effect on global brand preference in the order of functional value of quality, social value, and the functional value of price. However, from an ethnocentric trend and brand image origin, emotional value had a negative effect on global brand preference. In contrast, among Korean consumers, perceived value had a positive (+) effect on global brand preference in the order of functional value of quality, the functional value of price, and the social value. However, emotional value had no effect on global brand preference. Second, for both Korean and Vietnamese consumers, perceived value had a significant positive effect on purchase intention. Third, unlike the Korean consumer, for the Vietnamese consumer, global brand preference had a significant effect on purchase intention. Conclusions – The study implies the following. First, the Vietnamese bakery market has a high proportion of middle-aged customers in their 40s (64%). In terms of monthly income, there was a large proportion (40%) of high-income earners (over $325). Therefore, bakery consumption can be seen as concentrated among middle-aged and high-income consumers. Based on this, bakery strategies should include efforts to increase purchase prices as well as ways to attract local consumers (large cities). Second, unlike Korean consumers, among Vietnamese consumers, the resistance to a global brand based on emotional value (the ethnocentric tendency and brand image origin) can be seen as relatively low. Thus, in the case of the Vietnam bakery market, to increase a global brand’s preference, the company should develop a differentiated strategy so that Vietnamese consumers can recognize it better, focusing on product quality, good service quality, and price in the local environment and on social value for social development. Third, in the case of the Vietnamese customer, we found that social value exerts the greatest influence on purchase intention. Therefore, a brand that engenders an image of building the local Vietnamese community can achieve a higher social value and influence purchase intention. In addition, although Vietnamese consumers have ethnocentric tendencies in terms of products, we found that if it is a preferred global brand then there are intentions to purchase. Fourth, in the case of Vietnam, if the preference for global brands is formed, consumer awareness may be connected to purchase intention. Therefore, global brands operating in Vietnam should pay attention to how to improve consumer preferences for global brands in order to increase purchase intention.
#Bakery #Perceived Value #Global Brand Preference #Global Brand Purchase Intention

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참고문헌 (30)

참고문헌 신청
Aaker, Jennifer. L. / 1997 / Dimensions of Brand Personality / Journal of Marketing Research 34 : 347 ~ 356 google schola Alreck, P. L. / 1999 / Strategies for Building Consumer Brand Preference / Journal of Product & Brand Management 8 (2) : 130 ~ 144 google schola Anderson, W. T. / 1972 / Gauging Foreign Product Promotion / Journal of Advertising Research 12 (1) : 29 ~ 34 google schola Assael, Henry / 1998 / Consumer Behavior and Marketing Action / International Thomson Publishing google schola Bendall-Lyon, Dawn / 2004 / The Impact of Structure and Process Attributes on Satisfaction and Behavioral Intentions / Journal of Service Marketing 18 (2) : 114 ~ 121 google schola

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