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Korean Academic Society of Business Administration
[ Article ]
korean management review - Vol. 48, No. 4, pp.913-933
ISSN: 1226-1874 (Print)
Print publication date 31 Aug 2019
Received 08 Oct 2018 Revised 08 Apr 2019 Accepted 15 May 2019
DOI: https://doi.org/10.17287/kmr.2019.48.4.913

판매촉진의 부메랑 효과: 판매촉진유형과 브랜드 명성을 중심으로

김용범* ; 최자영**
*(주저자) 숭실대학교 베어드교양대학 yb_kim@ssu.ac.kr
**(교신저자) 숭실대학교 경영대학 벤처중소기업학과 choi181@ssu.ac.kr
Boomerang Effects of Sales Promotion: Focused on Sales Promotion Type and Brand Reputation
Yongbum Kim* ; Jayoung Choi**
*Baird College of General Education, First Author
**College of Business Administration, Soongsil University, Corresponding Author

초록

본 연구는 판매촉진 유형과 브랜드 명성이 판매촉진 종료 후의 소비자 반응에 미치는 영향을 살펴보고자 하였다. 구체적으로, 본 연구에서는 가장 빈번하게 사용되고 있는 판매촉진 유형인 가격할인과 보너스팩을 중심으로, 브랜드 명성에 따라 판매촉진 종료 후의 소비자의 반응이 달라질 것으로 예측하였다. 가설을 검증하기 위하여 커피와 햄버거를 실험제품으로 2개의 실험연구를 진행하였으며, 두 실험에서 모두 일관된 패턴의 결과를 확인하였다. 연구결과를 요약해보면, 브랜드 명성이 낮은 조건에서 판매촉진 종료 후의 구매의도는 가격할인보다 보너스팩에서 더 높은 것으로 나타난 반면, 브랜드 명성이 높은 조건에서는 가격할인과 보너스팩 간의 차이가 없는 것으로 나타났다. 본 연구결과는 학문적으로 판매촉진 종료 후의 소비자 반응에 대한 연구의 필요성과 중요성을 제시하였다. 또한 실무적으로는 중소기업이나 소상공인에게 판매촉진 종료 후의 구매에 대한 소비자의 부정적인 반응을 고려한다면, 가격할인보다는 보너스팩을 활용한 판매촉진이 더 효과적임을 제시한 측면에서 의의가 있다.

Abstract

This study examines how the post-promotion purchase intention varies by promotion types and brand reputation. This study focuses on price discounts and bonus packs which are the most frequently used types of sales promotion. We predicted that consumers' responses would be changed after the end of sales promotion by the level of the brand reputation. In order to test the hypotheses, two experiments were conducted with coffee and hamburger as stimuli in experiments. In both experiments, we confirmed the results of similar patterns. The results showed that the purchase intention after the end of sales promotion is higher in the bonus packs than in the price discounts in the low brand reputation, but there is no difference between the price discount and the bonus pack in the high brand reputation. Academically, this study suggests the necessity and importance of research on the consumer response after sales promotion. In addition, in practice, regarding the consumer's negative response to the end of sales promotion, we suggests that bonus packs may be more effective than price discounts for SMEs.

Keywords:

Price Discounts, Bonus Packs, Brand Reputation, Post-Promotion Purchase intention

키워드:

가격할인, 보너스팩, 브랜드 명성, 판매촉진 종료 후의 구매의도

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• 저자 김용범은 현재 숭실대학교 베어드교양대학에서 조교수로 재직 중이다. 숭실대학교에서 경영학으로 학사, 석사, 박사학위를 취득 하였고, 그 이후에는 숭실대학교에서 연구와 강의를 하고 있다. 주요 연구분야는 소비자행동, 브랜드, 구전 등이다.

• 저자 최자영은 현재 숭실대학교 경영대학 벤처중소기업학과 마케팅 교수로 재직 중이다. 한양대학교를 졸업하고 미국 오하이오주립대학교에서 소비자학 박사학위를 받은 후 오하이오주립대학교에서 조교수 및 삼성전자에서 재직한 바 있다. 주요연구분야는 소비자행동, 벤처기업 브랜딩, 중소벤처기업 마케팅전략 등이다.