유통경로구성원들 간의 가격선도상황에 관한 연구 (Price Leadership in a Distribution Channel)

서지정보

· 발행기관 : 한국경영학회
· 수록지 정보 : 경영학연구 / 40권 / 1호 / 187 ~ 206페이지
· 저자명 : 정환, 남인우

초록

본 연구의 목적은 복수 생산자들이 그들의 제품을 독립적인 소매상을 통해 판매하고 있는 경우 카테고리 내 소매상과 생산자 간의 가격선도상황이 생산자별로 서로 다른지, 그리고 만일 다르다면 어떻게 다른지에 관해 밝히는데 있다. 이를 위해, 미국 시카고 지역의 대형 슈퍼마켓 체인들 중 하나인 Dominick's로부터 수집된 스캐너 데이터베이스에 포함된 참치통조림 제품카테고리를 분석하였다. 소매상과 생산자 간의 가격선도상황을 파악하기 위해 VAR 모형에 기초한 Granger 인과관계 검정이 수행되어졌는데, 그 결과 분석되어진 다섯 생산자들 중 세 생산자의 경우는 생산자가 가격선도자이고,소매상이 가격추종자임이 밝혀졌다. 반면, 나머지 두 생산자들로부터는 다른 결과들이 도출되었는데, 가격선도자가 존재하지 않는 경우뿐만 아니라, 더 나아가 생산자가 가격선도자의 위치를 차지하지 못하고 반대로 소매상이 가격선도자인 경우도 발견되었다. 본 연구는 이러한 분석결과를 통해 수직적 유통경로구성원들 간에 존재하는 가격선도상황이 생산자별로상이하다는 사실을 밝힐 수 있었으며, 판매촉진에 대해 상대적으로 낮은 의존도를 갖는 고급 브랜드를 생산하는 생산자는소매상에 대해 가격선도자의 위치를 누리고 있는 반면, 그렇지 못한 생산자는 가격선도자의 위치를 차지하지 못하고 있음을 발견하였다. 이러한 연구 결과를 바탕으로 연구자들과 경영자들에게 제시하는 시사점들이 논의되었다.

영어초록

One of common conventional beliefs about the relationship between a manufacturer and a retailer in a marketing field is that a manufacturer is a price leader over a retailer. That is,once the manufacturer sets a wholesale price, given the wholesale price the retailer determines a retail price. Being a price leader may be strategically important for the manufacturer because otherwise, there is no guarantee that the manufacturer's pricing strategies are fully realized in a market. For the market prices to be consistent with the manufacturer’s best interest, the manufacturer may want to be the price leader over the retailer.
However, many people observe the growing power of retailers and, consequently the conventional belief may be questionable these days. Therefore, understanding price leadership situations in a distribution channel must be an important issue not only in academic area but also in industry.
In recent years, many marketing scholars have investigated various issues related to the channel price leadership theoretically as well as empirically. However, far less prior research explores if and how the price leadership situation between vertical channel members varies across competing national brand manufacturers in a given product category.
In this study, we directly address this deficiency in the literature and explore empirically the relationship between the manufacturer and the retailer in terms of the price leadership.
By analyzing a multi-store retail database from a grocery chain (Dominick’s), we examine channel price leadership situations in the canned tuna category. The time series approach employing the vector autoregressive model with exogenous variables and the Granger causality test is used to investigate the channel price leadership. This approach is based on the idea that the price follower reacts to the leader’s pricing action and, thus, the follower’s reaction will be observed after the leader’s action. This time series approach allows us to identify a price leader and a follower for each pair of vertical channel members, respectively,in a straightforward fashion.
The analysis results reveal that the price leadership situation between vertical channel members varies across competing national brand manufacturers in the canned tuna category.
Among five brands (Starkist, Bumble Bee, Chicken of Sea, 3-Diamond, and Geisha) in the category, three brands show that the brand manufacturers are the price leaders over the retailer. In contrast, different price leadership situations are found in the relationships between two other brand manufacturers and the retailer. The absence of a price leader is found in the relationship between Chicken of Sea and the retailer (Dominick's). Chicken of Sea has the lowest retail price but the highest intensity of promotional activity among three premium brands, which implies that it is the weakest premium brand having a relatively weak brand loyalty. The case of the retailer being a price leader is found in the relationship between Geisha and Dominick’s. Geisha has the lowest retail price but the highest intensity of promotional activity in the category. These results imply that the strong brand manufacturer,not relying heavily on promotional activities, are more likely to be the price leader over the retailer.

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