外産 담배의 製品 이미지와 消費者特徵에 관한 實證的 硏究

Abstract

Purpose of study; The purpose of this study is to: (1) Identify the stereotyped images of foreign cigarettes and those of the Korean cigarettes on witch to base more effective product innovation and promotional strategies. (2) Identify the characteristics of the smokers who prefer the forigen cigarettes and who prefer Korean cigarettes on which to base more effective market segmentation and marketing strategies. (3) Varify whether or not there is any correlation between the images of the cigarettes and the characteristics of the smokers of the foreign and Korean cigarettes. Method of Study; Primary data were collected by survey method and multivariate statistical method was utilized to analyze the data and to mterprete the results. Sencondary data were collected from the Korea Tabacco & Jinsaeng Corporation, the Korea Central Government, Seoul City Government, and related civilian organizations for preliminary study. Major Content; This study is divided into 4 parts. The first part is about the actual conditions of cigarettes consumption. The second is about the product image of foreign/domestic cigarettes. The next part deals with the characteristics of the smokers who preper the foreign cigarettes and those who prefer the Korean cigarettes. The last part is about the correlations between the product image of the foreign/domestic cigarettes and the characteristics of consumers. Also in-depth study about the remaining part is done by each type of consumer. Result of the Study; (1) The image of a product seriously affects the consumers' purchasing behavior. That's to say, those who have an affirmative image about the Korean cigarettes prefer affirmative the Korean cigarettes and those with an affirmative image towards foreign cigarettes prefer foreign cigarettes. (2) The cigarette market is made of foreign cigarette preferring groups, domestic cigarette preferring groups and brand switching groups. Their images towards foreign and domestic cigarettes appear to be considerably different. Especially foreign cigarettes, compared to domestic one, are considered to be superior in respect to product design and packaging. Domestic cigarettes are considered to be cheaper than foreign products. (3) The personality of those who prefer foreign cigarettes and that of domestic cigarette preferring consumers are in clear contrast. The former group appears to be less patriotic and less practical. However, they are liberal and morelikly to belong upper class than the latter group. (4) Any considerable correlation between the image of the cigarette product and the personality of consumers has not been revealed. In the case of foreign cigarettes, however, the correlation is noticeable. Conclusion and Recommendation; Judging from the result of this research, for the domestic cigarettes to compete with the foreign cigarettes both in domestic and oversea markets, innovative developing strategies about product design and packaging are indispensable. The initial target for domestic products is the brand switching market. Gaining a competitiveness in this market assures the future prospect of the Korean cigarette industry. Therefore, more effective marketing strategies, targetting this market need to be developed immediately. Also the unsatisfactory factors that the Korean cigarettes preferring group has about the home products must be abolished and appropriate promotional strategies are vital to meet their needs. For more active overseas marketing in the future better marketing strategies based on the segmentation marketing experiences in the domestic market are inevitable.