The purpose of this study is to empirically measure the consumer response to mobile phone price changes in small and medium cities that have been alienated from Chinese marketing research. To do this, we measured price response through consumer survey based on conjoint analysis. The results of this study are as follows. First, it show a typical pattern in which the part-worth decreases as the price increases. This suggests that there is room for improvement in profitability through pricing strategy for small and medium cities. Second, the decrease of the utility value according to the price increase was different for each city. This implies that difference of price response by city should be used strategically when planning price tactics. This study has contributed to understanding the expansion of research subjects from large cities to small cities and the price response phenomenon of small cities. And it will provide basic data on price response to mobile phone marketers of small and medium cities.
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@article{ART002419544}, author={Youngsik Kwak and Jaewon Hong and Yongsik Nam}, title={A Study on the Difference of Price Response in China: Focus on Tier 4 Cities}, journal={Journal of The Korea Society of Computer and Information}, issn={1598-849X}, year={2018}, volume={23}, number={12}, pages={227-232}, doi={10.9708/jksci.2018.23.12.227}
TY - JOUR AU - Youngsik Kwak AU - Jaewon Hong AU - Yongsik Nam TI - A Study on the Difference of Price Response in China: Focus on Tier 4 Cities JO - Journal of The Korea Society of Computer and Information PY - 2018 VL - 23 IS - 12 PB - The Korean Society Of Computer And Information SP - 227 EP - 232 SN - 1598-849X AB - The purpose of this study is to empirically measure the consumer response to mobile phone price changes in small and medium cities that have been alienated from Chinese marketing research. To do this, we measured price response through consumer survey based on conjoint analysis. The results of this study are as follows. First, it show a typical pattern in which the part-worth decreases as the price increases. This suggests that there is room for improvement in profitability through pricing strategy for small and medium cities. Second, the decrease of the utility value according to the price increase was different for each city. This implies that difference of price response by city should be used strategically when planning price tactics. This study has contributed to understanding the expansion of research subjects from large cities to small cities and the price response phenomenon of small cities. And it will provide basic data on price response to mobile phone marketers of small and medium cities. KW - Mobile device;Price response;Small and medium city;Marketing;China DO - 10.9708/jksci.2018.23.12.227 ER -
Youngsik Kwak, Jaewon Hong and Yongsik Nam. (2018). A Study on the Difference of Price Response in China: Focus on Tier 4 Cities. Journal of The Korea Society of Computer and Information, 23(12), 227-232.
Youngsik Kwak, Jaewon Hong and Yongsik Nam. 2018, "A Study on the Difference of Price Response in China: Focus on Tier 4 Cities", Journal of The Korea Society of Computer and Information, vol.23, no.12 pp.227-232. Available from: doi:10.9708/jksci.2018.23.12.227
Youngsik Kwak, Jaewon Hong, Yongsik Nam "A Study on the Difference of Price Response in China: Focus on Tier 4 Cities" Journal of The Korea Society of Computer and Information 23.12 pp.227-232 (2018) : 227.
Youngsik Kwak, Jaewon Hong, Yongsik Nam. A Study on the Difference of Price Response in China: Focus on Tier 4 Cities. 2018; 23(12), 227-232. Available from: doi:10.9708/jksci.2018.23.12.227
Youngsik Kwak, Jaewon Hong and Yongsik Nam. "A Study on the Difference of Price Response in China: Focus on Tier 4 Cities" Journal of The Korea Society of Computer and Information 23, no.12 (2018) : 227-232.doi: 10.9708/jksci.2018.23.12.227
Youngsik Kwak; Jaewon Hong; Yongsik Nam. A Study on the Difference of Price Response in China: Focus on Tier 4 Cities. Journal of The Korea Society of Computer and Information, 23(12), 227-232. doi: 10.9708/jksci.2018.23.12.227
Youngsik Kwak; Jaewon Hong; Yongsik Nam. A Study on the Difference of Price Response in China: Focus on Tier 4 Cities. Journal of The Korea Society of Computer and Information. 2018; 23(12) 227-232. doi: 10.9708/jksci.2018.23.12.227
Youngsik Kwak, Jaewon Hong, Yongsik Nam. A Study on the Difference of Price Response in China: Focus on Tier 4 Cities. 2018; 23(12), 227-232. Available from: doi:10.9708/jksci.2018.23.12.227
Youngsik Kwak, Jaewon Hong and Yongsik Nam. "A Study on the Difference of Price Response in China: Focus on Tier 4 Cities" Journal of The Korea Society of Computer and Information 23, no.12 (2018) : 227-232.doi: 10.9708/jksci.2018.23.12.227