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ISSN : 2671-4981(Print)
ISSN : 2671-499X(Online)
Journal of Business Economics and Environmental Studies Vol.1 No.1 pp.13-20

* Department of Advertising and Public Relations, Namseoul University, Korea. E-mail:
** Division of Advertising & Marketing Baekseok Culture University, Korea
*** Corresponding author, Division of Advertising & Markdting, Baekseok Culture University, Korea.

The Effect of Distributor Private Brand Product Type on Consumer Attitude

Eun-Hee Kim*, Eun-Hee Kim**, Moon-Jung Kim***

Received: August 08, 2011. Revised: September 07, 2011. Accepted: September 10, 2011.


This study is conducted to verify existing differences in consumerattitude according to distributor type and PB product type. Pre-testwas conducted for this study in order to select the distributor and toclassify the product type, FGI was conducted with 10 graduate studentsof K university in Kyong-gi. This study survey housewives, officeworkers, and university students excluding the participants in thepre-test. In the final analysis, research hypothesis is verified throughthe data of 280 answers in Korea.
This research is conducted with a factor design of 3 types of distributors–department store, discount store, convenience store-and 2types of product –utilitarian product, hedonic product. To verify thehypotheses, ANOVA is carried out. Reliability test of each measurementvariables, Cronbach α coefficient is used. For each analysis,SPSS Windows 15.0 statistical program is used.
The findings suggest that First, according to the size and characteristics,distributors are classified into department stores, discount stores,and convenience stores and it is verified whether if there are differencesin consumers' attitude (product attitude, brand attitude and purchaseintention) by the effect of different distributors. Results showedthat product attitude is statistically significant. Second, product typeis classified by two categories according to whether the product seeksfor practicality or emotional pleasure - Utilitarian product andHedonic product. In this context, the result after verifying whether ifthere is difference in the attitudes -product attitude, brand attitude,and purchase intention - in accordance with the product types isshown that utilitarian products makes bigger difference compared tohedonic products. Third, it is confirmed that there is interaction effectbetween product attitude and purchase intention according to the distributertype and product type. However, we find that in terms ofbrand attitude, there is no interaction effect.
The implications of this research is as the following. First, wepropose the need of PB product development and marketing strategy,which considers the product types in accordance with the scale and features of each distributor. Second, PB products should break awayfrom the simplicity of standardized products and consider the differentfeatures of distributors. Distributors will be in need of a strategy tobuild a compelling brand that can differentiate itself from otherdistributors. This will contribute to the improvement in reliability andformation of product value.