Journal of Families and Better Life (가정과삶의질연구)

Korean Home Management Association (가정과삶의질학회)
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The Effects of Consumers' Recognition and Information Searches Comparative to Private Brand(PB) Products on Consumer Dissatisfaction

유통업체 브랜드(PB)제품에 대한 소비자인식과 비교정보탐색이 소비자불만에 미치는 영향

  • Ma, Mi-Young (Department of Consumer Information Science, Konkuk University) ;
  • Cui, Ming (Department of Consumer Information Science, Konkuk University) ;
  • Bae, Yoon-Shin (Department of Consumer Information Science, Konkuk University) ;
  • Seo, Mi-Hye (Department of Consumer Information Science, Konkuk University) ;
  • Na, Seung-Bok (Department of Consumer Information Science, Konkuk University) ;
  • Lee, Seung-Sin (Department of Consumer Information Science, Konkuk University)
  • Received : 2014.01.07
  • Accepted : 2014.03.28
  • Published : 2014.04.30
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Abstract

Domestic PB products have emerged and been distributed by hypermarkets, department stores, convenience stores, as well as TV home shopping channels and Internet shopping malls. However, the fierce competition among the distributors due to the emergence of the PB products have caused the diversion of consumers' recognition to be reduced weight and volume as well as had the effect of misleading consumers about the prices. The width of the PB product price's up and down is larger than the width of the NB product. Thus, following consumers' purchases of PB products, there has been an increasing number of consumer complaints. In order to research consumers' recognition of PB products and to examine how consumers' recognition and information search comparative to PB products affect consumers' dissatisfaction, an online survey targeted consumers with experience purchasing PB products. This study was conducted and analyzed using SPSS 19 Statistics. The findings can be summarized as follows. Even though more consumers who frequently purchased and used the PB products, the more they compared with information search comparative to the NB product and then purchased the PB product. We investigated the result that the relevant variables of consumer complaints have some relative influence in the purchasing of PB products. There will be a higher probability o the group having high recognition about price and safety not making consumer complaints in comparison with the probability of other consumers making complaints after the purchase of a PB product. Therefore, based on the results of this study, companies need to build a system so that they can figure out consumers' needs in order to prevent the occurrence of consumer complaints related to the products of distribution companies' brands. By means of the system, it is also necessary for companies to collect consumer complaints and analyze them by category. Then they eventually should develop a consumer-centered management system which may contribute to quality improvement, product development and the reduction of consumer complaints.

Keywords

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