브릭스(BRICs) 지역 소비자들의 한국제품선택에 관한 비교연구
A Comparative Study on the BRICs Consumers’ selection of Korean Product
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초록
본 연구는 국가이미지와 기능적 속성 및 브랜드개성이 브릭스 지역 소비자들의 한국 핸드폰 선택에 어떠한 영향을 미치는지를 분석하기 위한 목적으로 실시되었으며, 실증분석 결과 나타난 결과를 요약하면 다음과 같다. 첫째, 러시아 소비자들이 한국 핸드폰 선택시 다른 지역 소비자들에 비해 국가이미지의 영향을, 중국 소비자들이 브랜드개성의 영향을 상대적으로 더 많이 받는 것으로 나타났다. 둘째, 4개국 소비자들 모두 다른 두 요인에 비해 기능적 속성의 영향을 더 많이 받는 것으로 나타났으며, 이중 중국 소비자들이 다른 지역 소비자들에 비해 상대적으로 기능적 속성의 영향을 더 많이 받는 것으로 나타났다. 본 연구결과가 시사하는 바는, 브릭스 지역 소비자들이 정도의 차이는 있지만, 한국 핸드폰 선택에 있어 국가이미지와 기능적 속성뿐 아니라 브랜드개성의 영향을 함께 받는다는 것이다. 이러한 점을 감안할 때 브릭스 지역에 진출하고자 하는 한국기업은 독특하고 개성 있는 브랜드 개발이 필요함을 암시한다. 특히 이러한 브랜드 이미지가 한국의 국가이미지를 잘 나타낼 수 있을 때 소비자들의 충성도는 더 높아질 것이다.
Abstract
This thesis researches how country image and product attributes as well as brand personality influence BRICs consumers’ selection of Korean cell phones and the strategic implications of this study are as follows. First, country image has more influence on Russia consumers than three other consumers on selection of Korean cell phones and Chinese consumers have relatively more influence by Brand personality. Second, All BRICs consumers have more influences by product attributes than other two factors, and Chinese consumers have more influences by product attributes than three other consumers have. Throughout this study, it can be acutely recognized that brand personality and product attributes as well as country image influence on selection of cell phones made in Korea although there exist differences among BRICs consumers. This study suggests Korean corporates planning to extend its business in BRICs need effort to develop representative brands with a unique personality. Especially this brand image well representing country image of Korea can enhance consumers’ loyalty.
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