본문 바로가기
KERD
논문KCI 등재

Product Classifications Revisited with Transparency Effect: A Forgotten Link Between Consumer Research and Marketing Strategy

진현승|서재범|Dawn Deeter-Schmelz|서태현
한국마케팅학회 (Korean Marketing Association)|2018.04|아시아마케팅저널 (Asia Marketing Journal)|제20권 제1호|pp. 49-68

0

조회

0

다운로드

0

인용

0

참고문헌

키워드

transparencyclassificationmarketing strategybehavior-based classification theory
주제분류경영학

초록

It is appropriate and useful to interpret some product classification schemes as buyer behavior models; such classifications permit investigations of discrepancies between classification predictions and actual buyer behavior. We review existing product classifications and identify underlying behavioral assumptions of various classification schemes that have been used in the marketing discipline for more than nine decades. Recognizing the irrelevance of existing product classifications for current products, we propose a new reclassification framework by incorporating transparency concepts. Based on this extended product classification, we highlight the potential roles of product classification study as an important link between consumer research and marketing strategy, emphasizing behavioral implications.

Abstract

It is appropriate and useful to interpret some product classification schemes as buyer behavior models; such classifications permit investigations of discrepancies between classification predictions and actual buyer behavior. We review existing product classifications and identify underlying behavioral assumptions of various classification schemes that have been used in the marketing discipline for more than nine decades. Recognizing the irrelevance of existing product classifications for current products, we propose a new reclassification framework by incorporating transparency concepts. Based on this extended product classification, we highlight the potential roles of product classification study as an important link between consumer research and marketing strategy, emphasizing behavioral implications.

참고문헌 (36)

  1. Assael, H., "Product classification and the theory of consumer behavior", Journal of the Academy of Marketing Science, 2(4), pp.539~552 (1974)
  2. Anderson, S. P., "Pricing, product diversity, and search costs : a Bertrand-Chamberlin-diamond model", The RAND Journal of Economics, 30(4), pp.719~735 (1999)
  3. Aspinwall, L. V., "Four Marketing Theories", pp.16~21 (1961), University of Colorado
  4. Bearden, W. O., "Reference group influence on product and brand purchase decisions", Journal of Consumer Research, 9(9), pp.183~194 (1982)
  5. Bell, M. L., "Some strategy implications of a matrix approach to the classification of marketing goods and services", Journal of the Academy of Marketing Science, 14(Spring), pp.13~20 (1986)
  6. Bucklin, L. P., "Retail strategy and the classification of consumer goods", Journal of Marketing, 27(1), pp.51~56 (1963)
  7. Bucklin, L. P., "The Great Writings in Marketing", pp.382~388 (1976), The Commerce Press
  8. Burdett, K., "Equilibrium price dispersion", Econometrica, pp.955~969 (1983)
  9. Copeland, M. T., "The relation of consumers'buying habits to marketing methods", Harvard Business Review, 1(4), pp.282~289 (1923)
  10. Darby, M. R., "Free competition and the optimal amount of fraud", Journal of Law and Economics, 16(4), pp.67~86 (1973)
  11. Duncan, C. P., "External search : the role of consumer beliefs", Journal of Marketing Research, 19(2), pp.32~43 (1982)
  12. Ferber, R., "Research by convenience", Journal of Consumer Research, 4, pp.57~58 (1977)
  13. Goldman, A., "Determinants of search for low prices : an empirical assessment of the economics of information theory", Journal of Consumer Research, 5(12), pp.176~186 (1978)
  14. Grewal, R., "The timing of repeat purchases of consumer durable goods: the role of functional bases of consumer attitudes", Journal of Marketing Research, 41(1), pp.101~115 (2004)
  15. Holbrook, M. B, "Frequently purchased nondurable goods and services. Selected Aspects of Consumer Behavior", pp.189~222 (1977), National Science Foundation
  16. Holton, R. H., "The distinction between convenience goods, shopping goods, and specialty goods", Journal of Marketing, 23(6), pp.53~56 (1958)
  17. Holton, R. H., "What is really meant by 'specialty' goods?", Journal of Marketing, 24(10), pp.64~66 (1959)
  18. Kaish, S., "Cognitive dissonance and the classification of consumer goods", Journal of Marketing, 31(10), pp.28~31 (1967)
  19. Kotler, P., "Marketing Management:Analysis, Planning, Implementation, and Control" (1988), Prentice Hall
  20. Lovelock, C. H., "Classifying services to gain strategic marketing insights", Journal of Marketing, 47(Summer), pp.9~20 (1983)
  21. Luck, D. J., "On the nature of specialty goods", Journal of Marketing, 24(6), pp.61~64 (1959)
  22. Lynch, J. G. Jr, "On the external validity of experiments in consumer research", Journal of Consumer Research, 9(12), pp.225~239 (1982)
  23. Lynch, J. G. Jr, "Wine online : search costs affect competition on price, quality, and distribution", Marketing Science, 19(1), pp.83~103 (2000)
  24. Miracle, G. E., "Product characteristics and marketing strategy", Journal of Marketing, 29(1), pp.18~24 (1965)
  25. Murphy, P. E., "Classifying products strategically", Journal of Marketing, 50(6), pp.24~42 (1986)
  26. Murray, K. B., "A test of services marketing theory : consumer information acquisition activities", Journal of Marketing, 55(1), pp.10~25 (1991)
  27. Nelson, P., "Information and consumer behavior", Journal of Political Economy, 78(2), pp.311~329 (1970)
  28. Nelson, P., "Advertising as information", Journal of Political Economy, 82(4), pp.729~754 (1974)
  29. Schultz, C., "Market transparency and product differentiation", Economics Letters, 83(2), pp.173~178 (2004)
  30. Schultz, C., "Transparency on the consumer side and tacit collusion", European Economic Review, 49(2), pp.279~297 (2005)
  31. Stahl, D. O., "Oligopolistic pricing with sequential consumer search", The American Economic Review, 79(4), pp.700~712 (1989)
  32. Stigler, G. J., "The economics of information", Journal of Political Economy, 69(3), pp.213~225 (1961)
  33. Stigler. G. J., "A theory of oligopoly", Journal of political Economy, 72(1), pp.44~61 (1964)
  34. Tirole, J., "The Theory of Industrial Organization" (1988), MIT Press
  35. Wilkie, W. L., "Perspectives in Consumer Behavior", pp.1~26 (1991), Prentice-Hall
  36. Yeung, C., "Affect, appraisal, and consumer judgment", Journal of Consumer Research, 31(9), pp.412~424 (2004)

관련 논문AI추천

Hedonic and Utilitarian Products for the 21st Century: Classification of Modern Product CategoriesHyuk Jun Cheong, Jin-A Choi, Sufyan M. Baksh한국마케팅학회 · 아시아마케팅저널2025 · 제27권 제3호The Short-Term Effect of Low-Quality Sellers’ Voluntary Information Disclosure허승중소기업융합학회 · 융합정보논문지2021 · 제11권 제1호Consumer innovativeness: a domain-specific perspective of information acquisition and choice김우양, James M. Hunt, Richard A. Lancioni한국마케팅과학회 · Journal of Global Scholars of Marketing Science(마케팅과학연구)2015 · 제25권 제1호The Aggregate Impact of Consumer Reviews on Market Outcome in Differentiated Products Market김준범한국마케팅학회 · 아시아마케팅저널2021 · 제23권 제3호Attribute Resemblance and Preference for Products: Moderating Effect of Attribute Familiarity석관호한국마케팅학회 · 아시아마케팅저널2023 · 제25권 제1호The Impact of Product Involvement on Reciprocal Effect in Co-brandingChia-Lin Lee한국마케팅학회 · 아시아마케팅저널2016 · 제18권 제3호

이 간행물의 다른 논문 (3건)

Effects of Marketing Communication Capabilities on the link between Corporate Social Responsibility on Firm Value: Observations from the Service Industry김영희pp. 1-21Corporate Brand Management of SK이진용pp. 23-48A Study on Linking Korean Wave and Corporate Image on Country Image, Perceived Quality: A Study of China박민재, 김상묵, 김주남pp. 69-87
원문 보기