유통업자상표의 지각된 품질에 영향을 미치는 요인에 관한 연구
A Study of the Factors Influencing the Perceived Quality of Private Brands
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초록
몇몇 연구에서 유통업자상표의 성공과 성장을 설명하는 몇 가지 이유들이 제시되었다. 그러나 무엇보다도 가장 중요한 요인중의 하나는 유통업자상표의 품질역할이다. 본 연구에서는 유통업자상표에 대한 소비자의 지각된 품질의 영향, 즉 소비자의 지각된 품질 판단을 하는데 영향을 주는 요인이 무엇이며, 지각된 품질이 유통업자상표태도에 어떤 영향을 주는지를 이해하기 위한 프레임?p을 개발하였다. 본 연구의 결과는 유통업자상표이미지, 점포이미지, 요소브랜드 태도가 지각된 품질의 중요한 선행변수이며 지각된 품질이 유통업자상표태도의 결정요인이라는 것이 밝혀졌다. 이러한 결과는 마케팅 실무자에게 몇 가지 중요한 시사점을 제시할 수 있다. 첫째, 유통업자상표에 대한 호의적인 태도를 형성하기 위해서는 보다 양질의 제품을 개발하려는 노력이 뒤따라야 한다. 또한, 포장이나 광고 등의 촉진을 통해 유통업자상표이미지를 개선하고, 다양한 제품, 보다 나은 서비스, 품질 등의 점포이미지나 제조업자의 요소브랜드를 부각시킴으로서 소비자가 유통업자상표의 품질을 긍정적으로 인식하게끔 해야한다.
Abstract
Several reasons have been advanced to explain the remarkable sucess and growth of private brands(PLBs) in several researches. One important factor that has not been adequately highlighted is the role of perceived quality on consumer attitude of private brands. Especially, The study of the factors influencing on perceived quality of private brands has been rarely examined. We develop a framework for understanding the effect of consumer perceived quality of private brands, what makes consumer judgement on it and how it may result in private brands attitude. Our findings establish that private brand image, store image, and ingredient brand attitude are significant antecedents of perceived quality and perceived quality is a determinant factor on consumer attitude of private brands. Accordingly, The preceding findings raise important implications of marketing executives. At frist, It must make an effort for marketers to improve better quality of private brands to establish positive attitude of private brands. Additionally, the marketers have to improve private brand image through promotion such as a good package and advertising and to make consumers perceive positively quality of private brands by improvement of store atmosphere and by identification of ingredient brands.
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