Journal of the Korea Convergence Society (한국융합학회논문지)

Korea Convergence Society (한국융합학회)
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Does the double jeopardy phenomenon work?: Asian-Western cross-cultural validation.

이중위험은 여전히 작동되는 것인가? 아시아-서구권의 교차문화적 연구

  • Son, YoungSeok (Department of Advertising & Public Relations, Hallym University) ;
  • Na, KyoungSoo (Science and Liberl Arts, U1 University) ;
  • Han, Sangpil (Department of Advertising and Public Relations, Hanyang University)
  • 손영석 (한림대학교 광고홍보학과) ;
  • 나경수 (유원대학교 교양융합학부) ;
  • 한상필 (한양대학교 광고홍보학과)
  • Received : 2019.04.02
  • Accepted : 2019.05.20
  • Published : 2019.05.28
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Abstract

This study empirically investigates the double jeopardy phenomenon in a Korean and a New Zealand context. The double jeopardy is that companies with a small market share tend to suffer not only smaller sales volumes but also suffer a lower price than the market leader. The research reported here analyses price and market share data for 14 categories of household goods in Korea and a smaller number in New Zealand. Analysis shows that, in Korea, leading brands do enjoy a price premium as predicted, of around 15%, but that there is little or no evidence of double jeopardy occurring in New Zealand. Based on this study, evidence suggests that market share is a strong valid strategic objective in the East.

본 연구는 한국과 뉴질랜드환경에서 시장점유율에 따른 브랜드들의 이중위험에 대한 주제로 작은 시장점유율을 가진 브랜드인 경우에는 그렇지 않은 경우보다 단위당 낮은 판매가격을 유지하게 됨으로 판매량이 감소되고 수익이 줄어드는 현상을 뉴질랜드와 비교 연구하였다. 14개의 FMCG 제품군을 중심으로 진행된 연구결과 고 시장점유율을 통한 높은 이익 전략은 서구권의 국가인 뉴질랜드보다 아시아권 국가인 한국에서 여전히 유효한 것으로 나타나며, 특히 점유율이 높은 시장에서 1위 브랜드인 경우에는 약 15%의 가격우위를 점하는 것으로 나타난다. 하지만 이에 반해 뉴질랜드의 경우에는 그렇지 않은 것으로 나타난다.

Keywords

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Fig. 1. Price ratio of brand share status categories based on the price of the brand leader

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Fig. 2. Price Pattern in Korea for each Product Category by brand share status

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Fig. 3. Comparison of Korean and New Zealand price pattern(Korean: black, NewZealand; gray)

Table 1. Summary of price data for products in the sample of Korean Market

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Table 2. Summary of price data for products in the sample of New Zealand Market

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