| abstract |
| Background Small SUVs have more than doubled in the auto market over the past three years. The reasons for choosing the compact SUV were its reasonable price, convenience of driving and refined design. A key factor in this market growth is the brand value, and we want to evaluate the value of small SUV brands accordingly.
Methods The 50 subjects were selected after pre-evaluation, and Kia Motors, which has the largest number of compact SUVs in the country, was limited to research. By applying Hinkle's Laddering Methodology using Hinkle's Laddering Methodology, the Attributes-Consequence-Values research model based on the Mean-end Chain theory was used. Through such a research model, the company aims to assess the value of Kia Motors' four compact SUV models.
Result The results of the small SUV brand valuation show that overall quality and high quality persistence are the most important factors in the attribute stage, and that the degree of value in the result stage and the special reason for purchase have been analyzed to have a positive effect on the value stage of attachment and preference. The degree to which the small SUV brand value is known, user image, uniqueness, and intention to pay the surcharge were extracted as having a (-) effect.
Conclusion The results of this research model using the Laddering methodology as a valuation of Kia Motors' compact SUV brand have extracted factors that strengthen the properties existing in small SUV brands and the results provided to consumers by their attributes. This factor has been identified as an important factor in the connection between consumers' personal values, and the conclusions of studies have been extracted that it may affect the thinking and behavior of customers who intend or make purchases. |
|
|
| Key Words |
| 레더링 방법론, 브랜드 가치평가, 기아 자동차, 소형, KIA-Motors, s Brand, SUV, Sport Utility Vehicle, Atribute, Consequence, Value, Laddering |
|
|
|
 |
|
Full Text