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A Study on the Influence of Price of TV Home Shopping Household Goods' upon Its Sales

The Journal of Distribution Science / The Journal of Distribution Science, (P)1738-3110; (E)2093-7717
2009, v.7 no.2, pp.29-44
https://doi.org/https://doi.org/10.15722/jds.7.2.200906.29
CHO, Kyung-In
Lee, Sang-Yun
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Abstract

The aim of this study was to theoretically examine the current status of TV home shopping business entities' expansion of business structure, and then look into TV home shopping business entities' preparation for the future business in their mature period. For this, the investigator examined literature home and abroad and then empirically carried out an experimental sale of household goods by selecting a model TV home shopping business entity. In order to understand current business structure of TV home shopping and increase sales, the investigator has changed price and then induced sales, focusing on the price of household goods. Study findings are as follows: As for the influence of TV home shopping household goods' price upon its sales, because TV home shopping business entities set in advance an efficiency unit-price per broadcast hour and carry out a sales strategy of reaching out the efficiency, they try to keep their sales with discounted price in the real sales setting of TV home shopping. But it is not an exclusive practice. General promotion became a common practice. The price of goods is the same with its life. Continuous discount events lower the reliability of goods and its supplier must bear the result. Overall sales after experiment increases by 13% and the sales efficiency also increases by 9%. Sales amount increases by 9% and a stable sales which is above average is achieved. The number of sales goods keeps 100%.

keywords
TV홈쇼핑, 가정용품, 판매가격

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The Journal of Distribution Science