편의점 PB상품에 대한 소비자인식 및 구매결정영향요인

Consumer’s Perception and Factors to Affect Purchasing Decision Making on Private Brand Goods at the Convenience Store

This study examines that how a consumer perceives and purchases the private brand goods at the convenience store. For this study, a consumer survey has been conducted in Cheongju from August 18 to August 22. 2008 and 292 responses have been used for analysis. In terms of the analysis, descriptive statistics, cross tabulation analysis, t-Test and regression, etc. have been adopted with SPSS 12.0 for Windows. The findings of this study are as follows; First, almost of the consumers who have the purchasing experience of private brand goods at the convenience store think the price is very important fact for the decision making situation. Consumers who have not the purchasing experience of private brand goods at the convenience store does not choose the PB goods for the lack of perception about PB goods. They don't have a willingness to buy the private brand goods at the convenience store. Second, preference and purchase experience are statistically effective variables to choose the PB goods at the convenience store among many independent variables like price perception, preference, purchase experience, value perception, quality difference. And the coefficient is different by age of consumers. Third, preference is the most affective factor to buy PB goods at the convenience store among the other factors to affect purchasing decision making. Value perception and quality difference are also important factors to buy PB goods at the convenience store.