판매촉진이 지각된 가치와 소비자 태도에 미치는 영향

Abstract

Recently, consumers are increasingly pursuing diversification and the improvement of life quality. Population increase and consumer income level is becoming higher and higher. The material needs for food, beverage, and daily necessities are also becoming higher. Because of this era of change, under the condition that traditional market and general store cannot fully meet the consumer demands, more customers choose to shop in large discount stores. This trend provides a good business environment for large discount stores. In November 1993, the first large discount store emart quickly spread after its opening in Seoul. As circulation market fully opened in 1996, the foreign discount store Carrefour entered the domestic market. The competition between enterprises at home and abroad in South Korea was heating up. In December 2013, the number of large discount stores with an area of more than 3000 ㎡is up to 254. This paper, through the investigation of consumer attitudes' influences towards the intentions for the future activities in large discount stores, analyzes the leading research that related to the promotion type. The research aim is to demonstrate promotion and perceived value, promotion and consumer attitudes, promotion and intention for future activities, the relationship of consumer's attitude toward promotion and the intentions for the future activities. In order to complete the proposed research purposes, based on the prior study of promotion, perceived value, consumer's attitudes, and the intention for future activities, this paper does the theoretical analysis and empirical study. Firstly, it collects the prior study of the proposed variables at home and abroad by settling the concepts, setting a research model, research hypothesis and questionnaire survey, and collecting materials. Then, do the data analysis for the collected data to get the results. This research is predicting the influence of promotion towards perceived value, consumer's attitudes, and the intention for future activities in a large discount store sales promotion activity. It takes the customers in large discount stores in Jeju area (lotte mart, e - mart) as objects, and do the questionnaire by the method of answering directly. I handed out 378 copies of questionnaires with 369 in recovery. Except the dishonest questionnaires, the rest 313 has passed the SPSS 18.0 for Windows for empirically analyses. The analysis results are as follows: Firstly, the result of part of Hypothesis 1 shall be adopted. Discount coupons and assumptions of event's positive effect towards the perceived value are adopted. The assumption that discount, free goods, integral promotion will affect the perceived value is out of court. Secondly, the result of part of Hypothesis 2 is partly adopted. The assumption of discount, coupons and event's positive effect towards the perceived value is adopted. Free goods, integral promotion will affect the customers' attitude is out of court. Thirdly, the result of part of Hypothesis 3 is partly adopted. Discount, coupons and integral promotion will have positive effect towards the intentions for the future activities. The assumption that free goods, integral promotion will affect the intentions for the future activities is out of court. Fourth, the assumption that the perceived value of promotion will affect the customers' attitude is adopted. Fifth, the assumption that the perceived value of promotion will affect the intentions for the future activities is adopted. Sixth, the assumption that customers' attitude towards promotion will affect the intentions for the future activities is adopted. According to the results, the theoretical enlightenments are as follows: Firstly, for consumers to use coupons, it can not only save money, but the coupon collection and use are also very interesting. Thus, while feeling happy towards the use of coupon, we can also feel the value of shopping. Pure discount promotions cannot trigger consumers' perceived value. Their perceived value is triggered in the case of ensuring the quality. Integral can continue to use, however, the quality of the merchandise will affect consumers' evaluation towards products and services. Secondly, customers will be fonder of the products with higher discount rates, which eventually trigger the purchase desire. This is the most effective way to introduce new products. Coupon with higher the discount rate will have better ability to pay. According to the consumer response to the promotion, they will first have the mind of cognition and emotion, which will influence brand cognitive, brand attitude and the desire to buy. We should consider the strategy of different promotion types according to different purchasing purposes. Thirdly, event is a particular activity in order to meet the needs of consumers in a specific period of time. It has the characteristics of one-off. In general large discount stores, due to the low integral rate, consumers don't feel any attraction which is not able to induce the intension for future activities. Fourth, if consumers feel more of the value of goods or services, they will more likely to form positive attitudes. Fifth, in the market area, perceived value is an important factor among all the factors that will influence purchase intention. Sixth, in the promotion, we should first induce consumers' interest, triggering the link of offline retail enterprises by purchasing link naturally. Moreover, consumer's attitude toward products is based on the product information provided. It is the so called inductive activities to have the formation of a yes or no according to the consumer's perception. Consumer's attitude toward products and brands is the core to summarize the customer evaluation. Attitude can be seen as the core variables that influence consumer action. The practical implications of this paper are as follows: Firstly, in a large discount store sales promotion activity, for the consumer perceived value, we should not only provide economic benefits for consumers, but it is also necessary to consider the quality of the products. In a large discount store sales promotion activity, consumers use promotion to buy products and pay the costs. Relatively, they will evaluate the sales promotion. Their value cognitive levels are different. Therefore, in order to improve the consumers' perceived value, it inspires us that we should not only ensure the economic benefits on promotion. More importantly, we should ensure the quality of the products. Secondly, for the consumer attitude in sales promotion, we should not only consider promotion itself, but also classify consumers and subdivide the promotion means. We should also consider that consumers' response will be different according to different interest degrees. What kind of consumers can feel solid consumption through price discount? What kind of consumers can feel solid consumption through cents-off coupons? Consumers' response will be different according to different interest degrees towards promotion means. Thus, we should subdivision consumer groups in the promotion activities, classifying the preferred promotion means of different consumer groups. A product should be provided with different services and preferential treatment. We should also consider the comprehensive promotion for different consumer groups, fully meeting the needs of customers, improving consumers' attitudes, and triggering their desire of purchasing naturally. Thirdly, in collecting promotion strategies, the marketing department will collect different strategies according to different purposes. This enlightens us, by the good reaction of consumers, to connect their intension of future activities for buying or coming again. For example, we can use price discounts and promotions to increase the sales. We should consider the emotional factors in order to induce consumers' interests. It is necessary to achieve the selling purposes through gift promotion.