• Title, Summary, Keyword: 편익 분석 카테고리

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Study of Benefit Characteristics for Low Impact Development (LID) Facilities demonstrated in Seoul Metropolitan (서울시 저영향개발(LID) 시범 시설에 대한 편익 특성 연구)

  • Lee, Seung Won;Kim, Reeho
    • Journal of Korean Society of Environmental Engineers
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    • v.38 no.6
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    • pp.299-308
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    • 2016
  • Seoul metropolitan has established a vision as 'Healthy water-cycle city' to resolve urban water-environmental deterioration. And it established administrative structure to expand Low Impact Development (LID) facilities to recover aggravated water-cycle and water-environment. Therefore, various LID facilities are constructed and operated, however, benefit analytic plans for systematic valuation are insufficient. In this study, to analyze economic, environmental and social benefits of LID facilities, contents for benefit analysis were selected and categorized as water, energy, air quality and climate changes. As a result of quantification and valuation to the beneficial effects, LID facilities showed the total benefit as 1,191~3,292 won/yr. Characteristics of benefit distribution by analysis contents were various reflecting functional characteristics of each LID facility (Water: 30~90%, Energy: 4~44%, Air quality: <1~2%, Climate change: 5~22%). As a result of Triple Bottom Line analysis, economic benefit showed the greatest portion as 75~90%. As further studies, suggested benefit assessment plans for each LID facility should be applied to inter-connected LID systems on complex-scaled area, and synergy effects by various LID systems would be evaluated such as prevention of heat island and flood disasters.

Analysis of New Transit System Effect in Large Scale Land Development Projects (대규모 택지개발지구내 신교통시스템 도입효과 분석)

  • Kim, Tae-Gyun;Chang, In-Seok;Lee, Young-Hoon
    • LHI Journal of Land, Housing, and Urban Affairs
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    • v.1 no.1
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    • pp.113-124
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    • 2010
  • This study is evaluating that new hi-tech transit systems each type of function and introduce applicable guideline decreases land sale price in New town and Large scale land development projects. For this, use the look-up table through the composite category of each type of system at the functional types, local characteristics. It also, As introduce the new systems calculate the Social benefits such as altered public traffic transfer system, reduced transit time and reduced carbon emission considering the three-dimensional arterial roads. As a result, New transportation systems contribute that the more reducing traffic congestion and air pollution and municipalities seeks for environment-friendly policy. However, this paper emphasize that the new transportation system has been introduce without considering the characteristics of locality and the efficient arrangement of them, it cannot be transferred the to the existing public traffic efficiently, futhermore causes the sale price in new large scale land development projects.

The Effect of Price Discount Rate According to Brand Loyalty on Consumer's Acquisition Value and Transaction Value (브랜드애호도에 따른 가격할인율의 차이가 소비자의 획득가치와 거래가치에 미치는 영향)

  • Kim, Young-Ei;Kim, Jae-Yeong;Shin, Chang-Nag
    • Journal of Global Academy of Marketing Science
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    • v.17 no.4
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    • pp.247-269
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    • 2007
  • In recent years, one of the major reasons for the fierce competition amongst firms is that they strive to increase their own market shares and customer acquisition rate in the same market with similar and apparently undifferentiated products in terms of quality and perceived benefit. Because of this change in recent marketing environment, the differentiated after-sales service and diversified promotion strategies have become more important to gain competitive advantage. Price promotion is the favorite strategy that most retailers use to achieve short-term sales increase, induce consumer's brand switch, in troduce new product into market, and so forth. However, if marketers apply or copy an identical price promotion strategy without considering the characteristic differences in product and consumer preference, it will cause serious problems because discounted price itself could make people skeptical about product quality, and the changes of perceived value might appear differently depending on other factors such as consumer involvement or brand attitude. Previous studies showed that price promotion would certainly increase sales, and the discounted price compared to regular price would enhance the consumer's perceived values. On the other hand, discounted price itself could make people depreciate or skeptical about product quality, and reduce the consumers' positivity bias because consumers might be unsure whether the current price promotion is the retailer's best price offer. Moreover, we cannot say that discounted price absolutely enhances the consumer's perceived values regardless of product category and purchase situations. That is, the factors that affect consumers' value perceptions and buying behavior are so diverse in reality that the results of studies on the same dependent variable come out differently depending on what variable was used or how experiment conditions were designed. Majority of previous researches on the effect of price-comparison advertising have used consumers' buying behavior as dependent variable. In order to figure out consumers' buying behavior theoretically, analysis of value perceptions which influence buying intentions is needed. In addition, they did not combined the independent variables such as brand loyalty and price discount rate together. For this reason, this paper tried to examine the moderating effect of brand loyalty on relationship between the different levels of discounting rate and buyers' value perception. And we provided with theoretical and managerial implications that marketers need to consider such variables as product attributes, brand loyalty, and consumer involvement at the same time, and then establish a differentiated pricing strategy case by case in order to enhance consumer's perceived values properl. Three research concepts were used in our study and each concept based on past researches was defined. The perceived acquisition value in this study was defined as the perceived net gains associated with the products or services acquired. That is, the perceived acquisition value of the product will be positively influenced by the benefits buyers believe they are getting by acquiring and using the product, and negatively influenced by the money given up to acquire the product. And the perceived transaction value was defined as the perception of psychological satisfaction or pleasure obtained from taking advantage of the financial terms of the price deal. Lastly, the brand loyalty was defined as favorable attitude towards a purchased product. Thus, a consumer loyal to a brand has an emotional attachment to the brand or firm. Repeat purchasers continue to buy the same brand even though they do not have an emotional attachment to it. We assumed that if the degree of brand loyalty is high, the perceived acquisition value and the perceived transaction value will increase when higher discount rate is provided. But we found that there are no significant differences in values between two different discount rates as a result of empirical analysis. It means that price reduction did not affect consumer's brand choice significantly because the perceived sacrifice decreased only a little, and customers are satisfied with product's benefits when brand loyalty is high. From the result, we confirmed that consumers with high degree of brand loyalty to a specific product are less sensitive to price change. Thus, using price promotion strategy to merely expect sale increase is not recommendable. Instead of discounting price, marketers need to strengthen consumers' brand loyalty and maintain the skimming strategy. On the contrary, when the degree of brand loyalty is low, the perceived acquisition value and the perceived transaction value decreased significantly when higher discount rate is provided. Generally brands that are considered inferior might be able to draw attention away from the quality of the product by making consumers focus more on the sacrifice component of price. But considering the fact that consumers with low degree of brand loyalty are known to be unsatisfied with product's benefits and have relatively negative brand attitude, bigger price reduction offered in experiment condition of this paper made consumers depreciate product's quality and benefit more and more, and consumer's psychological perceived sacrifice increased while perceived values decreased accordingly. We infer that, in the case of inferior brand, a drastic price-cut or frequent price promotion may increase consumers' uncertainty about overall components of product. Therefore, it appears that reinforcing the augmented product such as after-sale service, delivery and giving credit which is one of the levels consisting of product would be more effective in reality. This will be better rather than competing with product that holds high brand loyalty by reducing sale price. Although this study tried to examine the moderating effect of brand loyalty on relationship between the different levels of discounting rate and buyers' value perception, there are several limitations. This study was conducted in controlled conditions where the high involvement product and two different levels of discount rate were applied. Given the presence of low involvement product, when both pieces of information are available, it is likely that the results we have reported here may have been different. Thus, this research results explain only the specific situation. Second, the sample selected in this study was university students in their twenties, so we cannot say that the results are firmly effective to all generations. Future research that manipulates the level of discount along with the consumer involvement might lead to a more robust understanding of the effects various discount rate. And, we used a cellular phone as a product stimulus, so it would be very interesting to analyze the result when the product stimulus is an intangible product such as service. It could be also valuable to analyze whether the change of perceived value affects consumers' final buying behavior positively or negatively.

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