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다중단위 거래의 혜택 유형이 프로모션 태도에 미치는 효과

The Effect of Benefit Type on Promotional Attitudes in Multi-Unit Price Promotions

김재휘|소지원
한국소비자학회 (Korean Society Of Consumer Studies)|2023.08|소비자학연구 (Journal of Consumer Studies)|제34권 제4호|pp. 91-113|DOI http://dx.doi.org/10.35736/JCS.34.4.5

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참고문헌

키워드

brand equity브랜드 자산marginal utility지각된 효용perceived utilityexpansion effect다중단위 가격 프로모션다중단위 거래할인 프레임프로모션 태도수량 선택소비자 예측팽창 효과한계효용multi-unit price promotionmulti-unit dealdiscount framepromotional attitudequantity choiceconsumer prediction
주제분류경제학

초록

동일 제품을 많은 수량(multi-unit) 판매하는 것은 단기적 매출 증대뿐 아니라 후속 관성적 구매 및 브랜드 충성도까지 기대 가능한, 기업과 마케터에게 있어 바람직한 목표가 될 수 있다. 대중적으로 시행되고 있는 다중단위가격 프로모션(MUP)은 동일 제품을 다수 구매할 시 조건부로 가격적인 혜택을 제공하는(e.g. 3개 구매 시 1개증정, 4개 구매 시 25% 할인 등) 판매촉진 전략이다. 본 연구는 MUP에 동반하는 할인 혜택을 금액이 아니라 제품 단위수량으로 표기하는 것이 소비자에게 하여금 더 높은 효용을 지각할 수 있도록 하는지 알아보고자 하였다. 많은 제품이 한 번에 판촉되는 MUP의 특성상, 소비자는 단순히 제품을 만족스럽게 거래했는지뿐 아니라 추후 제품의 소비경험이 어떨지에 대해 표상하게 되는데, 이 때 수축적인 총호용 예측이 발생할 수 있다. 단순히 금액 혜택이 강조될 경우, 소비자들은 시장신념상 금액할인을 큰 이점으로 지각하지 못할 뿐 아니라, 제품 사용에서 예측되는총 효용을 적극적으로 예측할 동기를 가지지 못하게 된다. 반면 수량 혜택을 얻기 위해 프로모션에 응한다고 소비자가 거래를 지각하는 경우, 소비자는 제품효용에 대해 적극적으로 표상할 동기를 보다 활성화시킬 수 있으며, 프로모션 수량을 범주화함으로써 미래에 발생할 제품의 긍정적 정서의 크기 및 지속시간을 보다 크게 지각할 수 있다. 실험 1에서는 총 4개의 제품을 판촉하는 맥락에서 수량 혜택을 제시받은 소비자들이 프로모션 태도를 긍정적으로나타냄을 관찰하였다. 해당 효과는 소비자들이 프로모션 수량만큼의 제품에서 총효용을 보다 팽창시켜 예측함에 의하여 매개되었다. 실험 2에서는 총 12개의 제품을 판촉하는 맥락에서 실험 1의 효과를 반복 검증하였으며, 프로모션 태도뿐 아니라 소비자들의 구매수량 선택 또한 수량 혜택 조건에서 유의미하게 높음을 관찰하였다. 본 연구는MUP의 혜택 단위를 수량으로 표현함으로써, 단기 판촉효과뿐 아니라 제품 및 브랜드 가치 유지에 긍정적인 효과를 불러일으킬 수 있다는 실무적 시사점을 제공한다.

Abstract

Selling multi-unit of the same product can be a desirable goal for businesses and marketers, not only to increase short-term sales, but also to encourage subsequent inertial purchases and brand loyalty. Multi-Unit Price promotion (MUP) is a sales promotion strategy that offers conditional price benefits (e.g., buy 3 & get 1 free, buy 4 & get 25% off, etc.) for purchasing multiple units of the same product. In this study, we investigate whether expressing discounts accompanying MUPs in terms of product units rather than monetary units leads to higher perceived utility for consumers. The nature of MUPs, where many products are promoted at once, can lead to contractionary forecasts of total utility, as consumers express not only how satisfied they are with the transaction, but also how they expect to experience the product in the future. If the monetary benefit is simply emphasized, consumers would not perceive the discount as a significant benefit in their market beliefs and would not be motivated to actively predict the expected total utility from using the product. On the other hand, if consumers perceive the deal as responding to a promotion to obtain a productive benefit, they may be more motivated to actively express product utility, and by categorizing the promotional quantity, they may perceive a greater magnitude and duration of future product positive sentiment. In Experiment 1, we observed that consumers who were presented with a product-unit benefit in the context of a promotion for a total of four products expressed positive attitudes toward the promotion. This effect was mediated by consumers' more inflated estimates of total utility from products with a promotional quantity. In Experiment 2, we replicated the effects of Experiment 1 in the context of promoting a total of 12 products and observed that not only promotional attitudes but also consumers' quantity choices were significantly higher in the product-unit benefit condition. This study provides practical implications that expressing the benefit of MUPs in terms of product unit can have positive effects on product and brand value maintenance as well as short-term promotional effects.

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