Identifying the characteristics of the deal-prone household has been major concerns for marketing managers. If such households can be identified precisely, specific marketing strategies designed to appeal to such households are likely to be effective. To this end, we seek to identify household demographic and behavioral characteristics that should affect deal-proneness. Subjects used in the study consist of adult females who make purchases on deal.
The study finds that deal-prone consumers turn out
· to be females in their twenties and in their early thirties,
· to earn 1-3 million won per month,
· to make use of credit cards issued by commercial banks rather than that of department stores,
· to be exposed to advertising more frequently,
· to be less educated,
· to have jobs rather than stay at home,
· to be unsatisfied for prices offered on deal,
· to make high evaluation of brand images,
· to make purchase of low-priced clothes on deal,
· to perceive their living standard as low, and
· to own houses rather than rent it.