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Graduate School of Ajou University Department of Business Administration 3. Theses(Master)

Effects of promotional activities on sales performance of NB products and PL products (Korean noodles) & Brand Choice

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dc.contributor.advisorJae Wun Cho-
dc.contributor.authorMANZOOR SHAHID-
dc.date.accessioned2022-11-29T02:32:51Z-
dc.date.available2022-11-29T02:32:51Z-
dc.date.issued2021-08-
dc.identifier.other31180-
dc.identifier.urihttps://dspace.ajou.ac.kr/handle/2018.oak/20406-
dc.description학위논문(석사)--아주대학교 일반대학원 :경영학과,2021. 8-
dc.description.tableofcontentsChapter 1 1 Section 1.1: Significance of Research 1 Section 1.2: Purpose of the study 2 Chapter 2: Introduction & Theoretical Framework 4 Section 2.1: Private and National brands 4 Section 2.2: Consumer information and brands 7 Section 2.3: NBs and PBs study focus 9 Section 2.4: Current Status of World Private Label (PL) Products 12 Section 2.5: Status of Domestic Private Label (PL) Products 15 Section 2.6: Future Development of PL (Private Label) Products 19 Chapter 3 21 Section 3.1: Demographic effects, Sales promotions and Brand choice 21 Section 3.2: Coupon Discount Promotion and Consumers 22 Section 3.3: Sales promotion and the choice of brand preferences 25 Section 3.4: Deal-Proneness, Consumer behavior and Brand choice 26 Section 3.5: Demographic information 27 Diagram 01: Research Model 31 Chapter 4 31 Section 4.1: Data, Methodology, Analysis 31 Chapter 5 Research Results 34 Section 5.1 Relationship between the number and amount of promotional activities and the number of sales of NB and PL products 34 Section 5.2 Relationship between the number and amount of promotional activities used and the sales amount of NB and PL products 36 Section 5.3 Relationship between the number of promotional activities and the frequency of repeated sales of NB and PL products 38 Section 5.4: Relationship between the number of promotional activities and age 41 Section 5.5: Relationship between the number of promotional activities and income level 42 Chapter 6 Conclusion 44 Section 6.1: Discussion and Strategic Implications 44 Section 6.2: Limitations of Research & Future Research Directions 45 References 48-
dc.language.isoeng-
dc.publisherThe Graduate School, Ajou University-
dc.rights아주대학교 논문은 저작권에 의해 보호받습니다.-
dc.titleEffects of promotional activities on sales performance of NB products and PL products (Korean noodles) & Brand Choice-
dc.title.alternative홍보 활동이 NB 상품 및 PL 상품 (국수) 및 브랜드 선택에 미치는 영향-
dc.typeThesis-
dc.contributor.affiliation아주대학교 일반대학원-
dc.contributor.department일반대학원 경영학과-
dc.date.awarded2021. 8-
dc.description.degreeMaster-
dc.identifier.localId1227954-
dc.identifier.uciI804:41038-000000031180-
dc.identifier.urlhttps://dcoll.ajou.ac.kr/dcollection/common/orgView/000000031180-
dc.subject.keywordBusiness Administration-
dc.subject.keywordConsumer behaviour-
dc.subject.keywordStrategic Management-
dc.subject.keywordbrand choice-
dc.description.alternativeAbstractAbstract This study identifies the definition of private label products that various retailers are expanding and brief development process, and examines the relationship between sales promotion activities and national brand (NB) products and private label (PL) products. The goal or purpose of this study is to present different directions for sales promotion by manufacturers seeking to expand sales of NB products and distributors trying to maximize profits with PL products. For the purpose of conducting this study, the data consists of 1,022 people used scanner panel data using a domestic large-scale mart for 2 years, and on-site discount coupons, which are sales promotion activities applicable to both NB and PL products, were selected as the representative sales promotion method. Furthermore, the focused product is the consumer product, ramen (noodles), a typical consumer goods that uses a lot of discount coupons, was surveyed. NB ramen used all the products of the top five domestic sales, and PL ramen targeted all ramen produced by distributors. Under this study, we analyzed how the sales and sales volume of these ramen, the number of discount coupons used, and the discount amount affected. In addition, the effect on discount coupons according to gender, age, and income, which are demographic characteristics, was also analyzed. The results show that PLs consumers are more deal-proneness, while PBs consumers show the brand loyalty. Moreover, demographic variables showed no significant relationship with promotional activities under this study. Keywords: private brands, national brands, consumers’ buying behavior, promotional activities effect(s), demographic factors, brand loyalty, brand choice-
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Graduate School of Ajou University > Department of Business Administration > 3. Theses(Master)
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