Effects of promotional activities on sales performance of NB products and PL products (Korean noodles) & Brand Choice
홍보 활동이 NB 상품 및 PL 상품 (국수) 및 브랜드 선택에 미치는 영향
- 주제(키워드) Business Administration , Strategic Management , Consumer behaviour , brand choice
- 주제(DDC) 658
- 발행기관 아주대학교
- 지도교수 Jae Wun Cho
- 발행년도 2021
- 학위수여년월 2021. 8
- 학위명 석사
- 학과 및 전공 일반대학원 경영학과
- 실제URI http://www.dcollection.net/handler/ajou/000000031180
- 본문언어 영어
- 저작권 아주대학교 논문은 저작권에 의해 보호받습니다.
초록/요약
Abstract This study identifies the definition of private label products that various retailers are expanding and brief development process, and examines the relationship between sales promotion activities and national brand (NB) products and private label (PL) products. The goal or purpose of this study is to present different directions for sales promotion by manufacturers seeking to expand sales of NB products and distributors trying to maximize profits with PL products. For the purpose of conducting this study, the data consists of 1,022 people used scanner panel data using a domestic large-scale mart for 2 years, and on-site discount coupons, which are sales promotion activities applicable to both NB and PL products, were selected as the representative sales promotion method. Furthermore, the focused product is the consumer product, ramen (noodles), a typical consumer goods that uses a lot of discount coupons, was surveyed. NB ramen used all the products of the top five domestic sales, and PL ramen targeted all ramen produced by distributors. Under this study, we analyzed how the sales and sales volume of these ramen, the number of discount coupons used, and the discount amount affected. In addition, the effect on discount coupons according to gender, age, and income, which are demographic characteristics, was also analyzed. The results show that PLs consumers are more deal-proneness, while PBs consumers show the brand loyalty. Moreover, demographic variables showed no significant relationship with promotional activities under this study. Keywords: private brands, national brands, consumers’ buying behavior, promotional activities effect(s), demographic factors, brand loyalty, brand choice
more목차
Chapter 1 1
Section 1.1: Significance of Research 1
Section 1.2: Purpose of the study 2
Chapter 2: Introduction & Theoretical Framework 4
Section 2.1: Private and National brands 4
Section 2.2: Consumer information and brands 7
Section 2.3: NBs and PBs study focus 9
Section 2.4: Current Status of World Private Label (PL) Products 12
Section 2.5: Status of Domestic Private Label (PL) Products 15
Section 2.6: Future Development of PL (Private Label) Products 19
Chapter 3 21
Section 3.1: Demographic effects, Sales promotions and Brand choice 21
Section 3.2: Coupon Discount Promotion and Consumers 22
Section 3.3: Sales promotion and the choice of brand preferences 25
Section 3.4: Deal-Proneness, Consumer behavior and Brand choice 26
Section 3.5: Demographic information 27
Diagram 01: Research Model 31
Chapter 4 31
Section 4.1: Data, Methodology, Analysis 31
Chapter 5 Research Results 34
Section 5.1 Relationship between the number and amount of promotional activities and the number of sales of NB and PL products 34
Section 5.2 Relationship between the number and amount of promotional activities used and the sales amount of NB and PL products 36
Section 5.3 Relationship between the number of promotional activities and the frequency of repeated sales of NB and PL products 38
Section 5.4: Relationship between the number of promotional activities and age 41
Section 5.5: Relationship between the number of promotional activities and income level 42
Chapter 6 Conclusion 44
Section 6.1: Discussion and Strategic Implications 44
Section 6.2: Limitations of Research & Future Research Directions 45
References 48
