A Study on the Influence of Channel structure on Consumer Price Level
- 주제(키워드) Marketing
- 발행기관 아주대학교
- 지도교수 Jae Wun Cho
- 발행년도 2018
- 학위수여년월 2018. 8
- 학위명 석사
- 학과 및 전공 일반대학원 경영학과
- 파일정보 Channel Structure
- 실제URI http://www.dcollection.net/handler/ajou/000000028011
- 본문언어 영어
- 저작권 아주대학교 논문은 저작권에 의해 보호받습니다.
초록/요약
A channel structure serves as a medium through which economic goods moves from the supplier through the retailer to the final consumer. The retailing section of a channel structure can be described as a common retailing agent or exclusive retailing agent. Where the former sells multi-brand products of numerous manufacturers to consumers while the latter involves selling single brands or products form one manufactures. The products may be acquired from the manufacturers on consignment or straight buying basis. The goal of the study was to identify how these channel forms affect retail prices and consequently consumer welfare. Using the consumer price index of Korea, the analysis of the results revealed that the rates of price increase for consumer products are high for exclusive dealing than common retailing. It was also identified that consignment increases price level more than straight buying but such difference is weakly supported by the data. In terms of the combine distribution structure, exclusive dealing and consignment as one channel form has a higher case of increasing retail prices. The research indicated that one of the factors that can improve consumer welfare is low price. Hence, in a channel structure straight buying and common retailing are the most desirable form of channel structure that can help improve consumer welfare.
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Contents
Abstract………………………………………………………………………..i
Contents……………………………………………………………………….ii
List of tables………………………………………………………………….iv
Acknowledgement…………………………………………………………....v
1 Introduction………………………………………………………………………..1
2 Literature Review……………………………………………………………….4
2.1 Price competition……………………………………………………..4
2.2 Exclusive dealing…………………………………………………….6
2.2.1 Pro-competitive effect of exclusive dealing………………….…………………….7
2.2.2 Anti-competitive effect of excluding………………………………………………8
2.3 Common retailing…………………………………………………....9
2.4 Consignment………………………………….………………..…..10
2.5 Straight buying……………………………………………….…….11
3 Hypothesis Development.……………..……………….…….13
3.1 Exclusive dealing vs. Common retailing……………….………....13
3.2 Consignment vs. straight buying…………………………….……14
3.3 Exclusive dealing/consignment vs. Exclusive dealing/straight buying…………………………………………………………..…15
3.3.1 Exclusive dealing/Straight buying………………………..……………………..14
3.3.2 Exclusive/ Consignment…………………………………….…………………..16
3.4 Common retailing/consignment vs. Common retailing/ straight buying………………………………………………………………...17
3.4.1 Common retailing/straight buying……………………………………………17
3.4.2 Common retail/consignment………………………………………………….17
4 Data collection and Empirical analysis……………………….19
4.1 Dependent Variable………………………….……………………….19
4.1.1 consumer price level………………..……………………………………………….19
4.2 Independent Variables……….……………………………………….20
4.3 Empirical Analysis…………………………………………………...22
4.3.1 Common Retailing Versus Exclusive Dealing Effect on Price level…………..…....23
4.3.2 Consignment Versus Straight Buying Effect on Consumer Price level………..……26
4.3.3 Exclusive/ Buying vs. Exclusive Consignment and Common and Consignment Versus Common and Buying……………………………………………………….………28
5 Discussion and Conclusion……………….…………………….31
5.1 Discussion……………………………………………………………31
5.2 Conclusion…………………………………………………………...34
5.3 Implication………….……………………………………………….34
5.4 Limitations…………………………………………………………...35
5.5 Future Research……………………………………………………...35
References……….…………………………………………………36
Appendix…………………………………………………………..40
