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유통신업태와 유통채널의 변화
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유통신업태와 유통채널의 변화.hwp
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자료설명
3) 소비자의 가치추구 구매 행동
21세기 소비자들의 전체적인 경향은 스스로 생각하고 타인에 의해 좌우되지 않으며, 자기의 개성이나...
21세기 소비자들의 전체적인 경향은 스스로 생각하고 타인에 의해 좌우되지 않으며, 자기의 개성이나...
본문/내용
3) 소비자의 가치추구 구매 행동
21세기 소비자들의 전체적인 경향은 스스로 생각하고 타인에 의해 좌우되지 않으며, 자기의 개성이나 가치관을 소중히 하는 기질과 생활 스타일을 보일 것으로 예상된다. 동시에 가격에 보다 민감하고 구매가치(value for money)를 중시하는 계획 구매가 광범위하게 확산될 것이다.
결국 PB의 발달과 소비자들의 구매 행태와의 관련성은 크게 두 가지로 구분 지을 수 있다. 하나는 합리성의 추구이고 다른 하나는 가치의 추구이다. 먼저 합리성의 추구는 오늘날 저가격 지향에 뚜렷이 나타나듯이 물적인 기능만이 중요한 상품은 철저하게 저가격이 추구되는 구매 스타일에서 찾아볼 수 있다. 식품이나 일용 잡화는 주로 물리적인 효용이 중요하며, 브랜드 이미지와 같은 무형 부분에 특별한 가치를 두지 않기 때문에 동등한 기능만 한다면 값비싼 NB를 고집할 필요가 없어 소비자는 저가격 PB를 선택하게 된다. 특히 세계화의 바람으로 인해 해외생산의 이점을 얻을 수 있어 저가격 상품군이 소비생활 속에 깊이 침투할 수 있다.
가치의 추구라는 면에서는 아직 NB가 강세를 보인다고 할 수 있다. 소비자가 자신의 가치관을 중시하여 그것과 일치하면 가격을 무시하고 구매하기 때문에, 가격의 고저에 좌우되지 않고 소비자 한사람 한사람의 가치관에 부합되는지가 구매의 중요한 기준이 된다. 그러나 최근 프리미엄 PB와 같이 NB와 동등한 혹은 그 이상의 품질을 가지고 가격도 NB와 유사한 PB는 이러한 소비자의 구매 행태를 이해하여 그 쪽으로 소구하는 전략을 사용한다면 PB 제품이 소비자들에게 보다 깊이 침투할 수 있을 것이고 PB 제품에 대한 소비자의 태도도 더 많은 변화가 있을 것이다.
참고문헌
<국내>
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<외국>
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노구치 토모오(1997), ｢저가격·고품질 비밀 PB 전략｣.
대한상공회의소(1999.a), ｢21C 유통혁명 사이버 쇼핑몰 실태분석｣, 1999. 9.
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(1999.c), ｢ 21세기를 위한 유통산업 발전전략과 정책 과제｣, 1999. 5.
(1998.a), ｢1997년도 소매업 경영동태 조사보고｣.
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이종화·이성봉(1998). “전자상거래 국제논의의 주요 이슈와 대응방안”, ｢대외경제정책연구｣, 봄호, pp.157-191. 대외경제정책연구원.
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(1998), “물류산업 고도화를 위한 제3자물류 발전방안”, 대한상공회의소 세미나자료, 1998. 6.
주우진(1996), “신유통업태 분석”, ｢유통연구｣, 한국유통학회.
한국소비자보호원(1999), ｢온라인광고·표시의 문제점 및 개선방안｣, 1999. 7.
한국유통정보센터(1999), ｢KAN NEWS(제41호)｣, 1999. 6.
한충민(1998), ｢전자상거래가 소비자 행동과 유통구조에 미치는 영향｣, 산업연구원, 연구자료 제63호.
<외국>
Nielsen Marketing Research(1994, 1997), Unpublished Report.
Aaron, David L.(1999), `Working toward international consensus for online consumer protection`, US FTC workshop on U.S. perspectives on consumer protection in the global electronic marketplace, Washington DC, June 8-9. http://www.ita.doc.gov/media/FTCspch.htm.
Alba et al.(1997), `Interactive home shopping: consumer, retailer and manufacturer incentives to participate in electronic marketplaces`, Journal of Marketing, July, pp.38-53.
Ballou, Ronald H.(1997), Business Logistics Management, Prentice Hall, Fourth Edition.
Barshefsky, Charlene.(1999), `Electronic commerce in American trade policy`, US FTC workshop on U.S. perspectives on consumer protection in the global electronic marketplace, Washington DC, June 8-9.
Blade, Douglas J. and James K. Mueller(1999), `New for the Millennium: 4PL`, Transportation & Distribution, Feb. 1999.
Bovet, David and Yossi Sheffi(1998), `The Brave New World of Supply Chain Management,` Supply Chain Management Review, May. 1998.
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