PB제품의 구매선호도 영향요인

목차

Ⅰ. 서 론

Ⅱ. 이론적 배경과 가설
1. 가격의식성
2. 정보탐색·경험
3. PB제품의 품질 지각
4. PB제품 구매선호도

Ⅲ. 연구방법

Ⅳ. 연구결과

Ⅴ. 결 론

본문내용

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A Study on Factors Affecting PB(Private Brand)
Products Preference
* Associate Professor, Changwon National University, Changwon, Korea, 641-773
** Fulltime Lecturer, Kaya University, Kyungbuk, Korea, 641-773
Park, Yeung Kurn*·Kim, Chang Wan**
Objectives of this study were:
First, the purpose of this study is to develope the factors affecting private brand based on past researches and to review effects of the consumer perception factors affecting private brand preference.
Second, to set up research model specifying relationships among price perception, information search and experience, quality perception and private brand preference.
Third, to test hypotheses derived from the research model of this study and to attempts to explain how to have the effect the private brand preference.
Marketing implications of this study were:
As a result LISREL analysis, price perception, informations search and experience, quality perception increase and enhance private brand preference.
Limitations of this study were:
Data collection methods used in this study were questionable for the lack of general analysis in the difference of preference between characteristics of purchaser and characteristics of non-purchaser exactly because our sample was only limited to Changwon, Masan and Jinhae. So future study has to include samples in other regions.
Keyword; PB제품, PB상품, 가격의식성, 품질지각, PB제품 구매선호도
PB(Private Brand), price perception, quality perception,
Private Brand Preference.

키워드

PB제품,   PB제품 구매선호도,   유통시장,   PB제품의 품질 지각,   가격의식성,   정보탐색·경험