소비자의 판매가격에 따른 상품품질 평가에 관한 연구

Abstract

상품이란 다양한 정보요소들의 한 집합체이다. 즉 상품이란 물리적인 제품 그자체 뿐만 아니라 가격, 상표, 광고내용, 포장등과 같은 많은 정보요소들에 의해 형성되어 있으며, 일반 소비자들은 상품의 품질을 객관적으로 정확히 평가할 수 있는 능력이 부족하기 때문에 상품의 품질을 평가하는데 이러한 정보요소들을 사용하고 있다. 이러한 정보요소들 중에서 마아케팅분야에서 가장 흥미를 끌었던 것은 가격이었다. 조사자들은 가격-품질평가관계에 대해 많은 연구를 해왔다. 그러나 그 관계는 연구결과마다 상이하여 아직 확실히 규명되지 못하고 있는 실정이다. 따라서 본 연구는 가격-품질평가 관계를 실험적인 방법을 사용하여 재규명하려는 것을 목적으로 하고 있다. 실험적인 방법에서 비누와 브라우스를 실험상품으로 하였고, 가격을 유일한 변수로 작용시키면서 기존 연구결과들을 바탕으로 다음과 같은 가설들을 세워서 이를 검증하고자 했다. 1. 가격은 비누와 브라우스에 대한 품질평가의 한 지표가 된다. 2. 비누와 브라우스의 가격-품질평가 관계는 포물선 모양을 하고 있다. 3. 비누와 브라우스의 비감각적 속성들은 감각적 속성들보다 가격에 의해 더 큰 영향을 받는다. 4. 비누는 브라우스보다 가격에 의한 영향을 더욱 크게 받는다. 5. 소비자들이 나이가 적고 수입이나 생활수준이 낮을수록 가격에 더 큰 영향을 받는다. 연구결과 거의 모든 가설들이 채택될 수 있었으나 가설3에서 비누와는 달리 브라우스는 비감각적 속성보다 감각적 속성이 가격에 더욱 큰 영향을 받고 있었으며 소비자들의 인구 통계학적 차이는 일관성이 없는 것이었다. 연구를 통해서, 소비자 심리에 대한 연구를 활발히 하여 이를 실무에 적절히 적용시킨다면 상품에 대한 소비자의 보다 좋은 반응을 얻을 수 있다는 사실을 알게 되었다.;The product is a assembly of various informational cues. That is, the product is formed by not only physical product itself, but also many informational cues (e.g., price, brand name, advertising message, package, and so on), and common consumers use these informational cues in judging product quality because they can not exactly evaluate objective product quality. Among these informational cues, it was price to be most interested in marketing part. Many researchers studied about price-product quality evaluation relationship. But its relationship is not certified yet as their findings were different each other. So the purpose of this study is to re-certify about "price-product quality evaluation relationship by experimental method. In experimental method, products to study are two soaps and two brauses and price is only a variable, other(brand name, store image, and so on) are controlled. Following hypotheses were developed based past study findings. On the situation of insufficient information to evaluate product quality ; Hypothesis 1 : Price is an indicator of quality evaluation about soaps and brauses. Hypothesis 2 : price-product quality evaluation relationship of soaps and brauses is a quadratic form. Hypothesis 3 : the revealed attributes are influenced more than the hidden attributes of soaps and brauses by price. Hypothesis 4 : soaps are influenced more than brauses by price. Hypothesis 5 : The younger, poorer, and less educated consumers are, the more they tend to be influenced by price. Experimental Method is as follows. 1. Experimental product : two soaps and two brauses. They were divided by M,N, and M is comparative product, N is standard product. 2. Samples : coeds of 6 groups and saleswomen of 6 groups. ALL samples were 272. 3. Price Manipulation : 6 price level. Standard prices of standard product (N) were. Soap: 550 won, braus: 10,000 won. 6 price levels of comparative products (M) ◁수식 삽입▷(원문을 참조하세요) 4. Questionnaire : To compare two products each other about their attributes. Their attributes are following ; Soup : revealed attributes: color, design (or form) perfume hidden attributes: dissolving speed in water. braus : revealed attributes : color, design (or style) feeling hidden attributes : span of dress life To answer on 7-point scale about attributes. ◁수식 삽입▷(원문을 참조하세요) On the findings of soaps and brauses, their price-quality evaluation relationship was positive, and hypothesis 1 was accepted. Hypothesis 2 was also accepted because evaluation was lower on 5,6 price levels. And in hypothesis 3, the soap could be accepted but the braus could not be accepted Hypothesis 4 was also accepted because the soap was influenced more than the braus by price. But hypothesis 5 could not be accepted because the findings were not coherent. This study about "price-product quality evaluation relationship" got its positive findings. But "price-product quality evaluation relationship" has to be studied about many products on various situations. Limitations of this study are to study only about two products (soap, braus), not to explain completely about consumer psychology, and to use small sample size. Recently, price trends to be neglected in marketing part. But price is rightly an important element of marketing mix, so marketing researchers have to study much more about price effect and help to marketing practice.