프리미엄 과자의 가격수용성에 관한 탐색적 연구
An Exploratory Study on the Price Acceptance of Premium Confectionery
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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.
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.
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