끝자리 가격할인의 시각적 표현방식이 광고에 미치는 효과

Abstract

The purpose of this study is to represent the advertising effective in the las number of price. The las number of price defines to end the nine number in the price not reaching the 0000 such as 10,000 won and 250,000 won. The theoretical background of the last number of price is diverse, and there are several studies to recognize the number in psychology. The last number of price is based on the level effect, devaluation effect, and image effect. The several proceeding studies about psychological method of consumer existed in the former times of 80's. And there are some studies that the odd-pricing is affected to the purchase of consumer and is one of the factors to affect the sales. This study want to examine how consumer thinks about the last number of price on the basis of the recognition of the last number of price. And this study investigates that consumer perceives same type of products by price, and the last number of price affect the advertising effectiveness between a normal price and price subsidy. The results of this study are following as; The necessities of less concern products and confectionery of the last number of price are estimated more positive than normal price products in the distinction analysis of advertising effectiveness by concerning. The car and fashion of more concern products of normal price are valued more positive than the last number of price in the distinction analysis of rationale. The car and fashion of more concern products is estimated more positive than the necessities of less concern products and confectionery. The distinction analysis of advertising effectiveness by discount price image subsidy is estimated positive on both the necessities of less concern products and the car and fashion of more concern products In the distinction analysis of advertising effectiveness, the man is estimated more positive than woman in high and low of concern. In the distinction analysis of advertising effectiveness by discount price and discount rate and subsidy form, the woman is estimated more positive than man.