International Journal of Smart Business and Technology
Volume 6, No. 1, 2018, pp 7-12
A Study on the Promotion of Sales of PB Products in Korea’s Discount Store
This study aimed to suggest clues for promoting the sales of PB products in large discount stores by drawing consumers' perception factors for PB products, then measuring importance of and satisfaction with each one. From the analysis, it was found that factors in the first quadrant, such as prices of products should be retained and intensified through continuous investment, while factors in the second quadrant should be immediately improved and it is necessary to determine whether those in the third quadrant ought to be selectively invested.
The findings suggested that different marketing strategies suitable for each consumer who often used PB products should be established, and that some factors like the 'safety of products' should be immediately improved for a specific group.