프리미엄 과자의 가격수용성에 관한 탐색적 연구

Title
프리미엄 과자의 가격수용성에 관한 탐색적 연구
Other Titles
An Exploratory Study on the Price Acceptance of Premium Confectionery
Author(s)
이은상[이은상]김동진
Keywords
프리미엄 시장; 준거가격; 최소가격; 최대가격; 가격수용성
Issue Date
201203
Publisher
한국외식산업학회
Citation
한국외식산업학회지, v.8, no.1, pp.7 - 29
Abstract
In response to consumers' expectations for high-quality food, the confectionary industry has introduced new brands specifically oriented to the premium market. Despite the importance of price as a powerful marketing tool, little empirical research has been conducted to investigate acceptable price range of premium confectionery, presumably due to the relatively short history of the category. Therefore, this study investigated the acceptable price range of premium confectionery perceived by consumers. In order to accomplish the purpose of the study, self-administered questionnaire method was utilized. The results showed that consumers expect to pay 2,377 won when they purchase premium confectionery. It was also found that the acceptable price range is from 1,013 won on the lower end to 4,088 won to the higher end. Furthermore, the acceptable price range varied based on the demographic profile of respondents and their confectionery purchase behaviors.
URI
http://hdl.handle.net/YU.REPOSITORY/29429
ISSN
1738-8244
Appears in Collections:
자연자원대학 > 외식산업학과 > Articles
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