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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 제3호
발행연도
2015.1
수록면
51 - 60 (10page)

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Purpose – Among potential marketing strategies, the most efficient method to encourage purchase intention is through sales promotions. Sales promotions also serve to enhance customer satisfaction, which is closely related to the incidence of repurchases. Therefore, the success of retail stores greatly depends on the effectiveness of their promotional activities. The present study aimed to obtain the necessary information for apparel stores to establish more effective promotional activities. To this end, the study’s specific research questions were to examine 1) consumer satisfaction with the recent sales promotions of retail apparel stores, 2) the levels of consumer preferences for different types of sales promotions (cash discounts, promotional gifts, prize drawings, discount coupons, stamp cards, or mileage cards), and 3) the differences in purchase intention according to preference levels for different types of sales promotions. Research design, data, and methodology – The research employed a descriptive survey method using a self-administered questionnaire. The sample consisted of 700 men (n=234) and women (n=466) ranging in age from their 20s to their 50s and residing in the Seoul area. Data were analyzed through methods including factor analysis as well as Cronbach's α coefficients, the t-test, ANOVA, and the Duncan test. Results – Differences among consumer preferences were identified for each type of sales promotion according to the purchase amount and the customer’s age. In relation to purchase amounts below 500,000 won, participants in their 50s have lower preferences for price discounts than those in their 20s or 30s, whereas participants in their 40s or 50s have lower preferences for stamp cards and mileage cards than those in their 20s. When the purchase amount is greater than 500,000 won, housewives have higher preferences for promotional gifts than respondents with other occupations. However, no gender differ-ences were found with regard to preference levels for the different types of sales promotions. Respondents generally exhibited mediocre satisfaction with the sales promotion events of retail apparel stores. They also expressed negative opinions about sales promotions when such promotions lead to high prices, as well as dissatisfaction with the poor quality of promotional gifts. It was also found that, regardless of the purchase amount, the groups with higher preferences for discount coupons and mileage cards displayed higher purchase intentions. Only when the purchase amount is greater than 200,000 won did the group with higher preferences for lottery system promotional gifts express higher purchase intentions. On the other hand, for all purchase amount sizes, there were no differences in purchase intentions according to preferences for cash discounts, promotional gifts, or stamp cards. Conclusions – The results revealed that greater effort must be devoted to enhancing consumers’ satisfaction levels with the promotional activities performed by apparel retail stores. The results also showed that it is necessary to differentiate among sales promotion strategies according to preference levels for different types of sales promotions, purchase amounts, and target consumer ages.
#Sales Promotions #Preference Level #Consumer Attitude #Purchase Intention

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참고문헌 (29)

참고문헌 신청
An, Sang-Jun / 2004 / An Effect of Consumers’ Characteristics and Sales Promotion Tools on Purchase Behavior : Centering Clothing Purchase. Seoul / Master / Chung-Ang University google schola Bawa, K. / 1989 / Analyzing Incremental Sales from a Direct Mail Coupon Promotion / Journal of Marketing 53 (3) : 66 ~ 78 google schola Bhattacharya, C. B. / 1995 / Understanding the Bond of Identification : an Investigation of It’s Correlates among Art Museum Members / Journal of Marketing 59 : 46 ~ 57 google schola Chang, Se-Kyung / 2002 / The Effect of the Premium Event by the Department Store on Clothing Purchase Behavior / Master / Sookmyung Women's University google schola Guadagni, P. M. / 2008 / A Logit Model of Brand Choice Calibrated on Scanner Sata / Marketing Science 27 (1) : 29 ~ 48 google schola

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