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소비자의 준거가격 형성에 대한 비교 연구:스캐너 패널 데이터를 이용한 실증 분석

Comparative Study of Consumer’s Reference Price Formation:Empirical Analyses Using Scanner Panel Data

조항|공문기
한국마케팅학회 (Korean Marketing Association)|2007.01|아시아마케팅저널 (Asia Marketing Journal)|제8권 제4호|pp. 35-58

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참고문헌

키워드

multinomial logit model다항로짓모형준거가격reference price적응수준이론범위이론스캐너 패널 데이터adaptation-level theoryrange theoryscanner panel data
주제분류경영학

초록

일반적으로 소비자의 준거가격은 과거 소비자가 경험했던 가격의 평균으로 형성된다는 적응수준이론(adaptation-level theory)으로 설명되어 왔다. 그러나, 범위 이론(range theory)에 의하면 소비자는 자신이 구매했던 제품의 최고가격과 최저가격을 기억하고 있으며, 이를 토대로 준거가격을 형성하게 된다. 본 연구의 목적은 소비자가 준거가격을 형성할 때, 과거 구매 경험의 요약 정보로서 단일 평균치 정보(적응수준이론)를 처리하는지, 그렇지 않으면 최고가격과 최저가격을 포함한 범위정보(범위이론)를 처리하는지를 밝히는 데 있다. 준거가격의 경우 적응수준이론은 평균값(average)을, 범위이론은 중간값(midpoint)으로 모형화하였고, 가설은 Guadagni and Little(1983)의 다항로짓모형(multinomial logit model)을 이용하여 검증하였다. 실증 분석은 미국의 scanner panel data를 사용하여 이루어졌는데, 그 결과는 범위이론의 경우가 설명력이 높다는 사실이 확인되었다. 또한, 구매빈도가 높을수록, 브랜드 애호도가 낮을수록 소비자들은 범위이론을 따르는 것으로 나타났다. 즉, 브랜드 애호도가 높은 소비자들은 가격에 민감하지 않음을 시사한다는 점에서 브랜드 관리의 중요성을 확인할 수 있다.

Abstract

Adaptation-level theory has been widely used for formulating consumers' reference prices which asserts that consumers use average prices as their reference prices. However, according to the range theory,consumers form their reference prices using highest and lowest prices inthe contextual set. The purpose of this paper is to show whether consumers form their reference prices by evaluating average prices(adaptation-level theory) or by evaluating highest and lowest prices (range theory). Reference prices based on adaptation-level theory and range theory are modeled with respect to average prices and midpoint prices, respectively. Hypotheses are tested using multinomial logit model proposed by Guadagni and Little(1983). Empirical analysis is conducted using scanner panel data of American retailers. Results show that range theory had better explanatory power than adaptation-level theory. Furthermore, the analysis also suggests thatconsumers with higher purchase frequency and lower brand loyalty are more likely to use range model. These findings ascertain the importance of brand management because consumers with high brand loyalty show low price sensitivity.

참고문헌 (57)

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  40. Hardie, "Modeling Loss Aversion and Reference Dependence Effects on Brand Choice", pp.378~394 (1993)
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  44. and John D, "An Empirical Analysis of Latitude of Price Acceptance in Consumer Package Goods Journal of Consumer Research", pp.408~418 (1994)
  45. Raj, "An Empirical Analysis of the Relation-ship between Brand Loyalty and Consumer Price Elasticity", pp.172~183 (1991)
  46. Raj, "Asymmetric Res- ponse to Price in Consumer Choice and Purchase Quantity Decisions Journal of Consumer Research", pp.387~400 (1992)
  47. Lattin, "Reference Effects of Price and Promotion on Brand Choice Journal of Marketing Research", pp.299~310 (1989)
  48. Lichtenstein, "Correlates of Price Acceptibility Journal of Consumer Re- search", pp.243~252 (1988)
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  50. Mayhew, "An Empirical Analysis of Internal and External Reference Prices Using Scanner Data Journal of Consumer Research", pp.62~70 (1992)
  51. Mazumdar, Tridib, "Loyalty Differences in the Use of Internal and External Reference Prices", 3(6), pp.111~122 (1995)
  52. Mazumdar, Tridib, "An Investigation of Reference Price Segments", 5(37), pp.246~258 (2000)
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