Consumer studies on millennials have focused on shopper behavioural differences with their old baby boomer generation. A significant distinction between these two groups have been their relationship and interaction with technology across all facets of life, including shopping. Millennials are generally regarded as early adopters of digital technology and its use in daily activities, hence their reference to digital natives. Compared to the baby boomers, who are late adopters and are called digital immigrants. Africa's millennials constitute at least 30% of Africa's population, making them a key attraction for marketers, yet their interests are often treated as a homogenous segment similar to global millennials from advanced economies.

This research not only determined the preference of fashion brand distribution channels of active Korean and Chinese seniors who became major consumers in the fashion industry, but also analyzed the effect on these preferences and choices of distribution channels depending on personal consumption characteristics and differences between the two groups. Data was collected by a professional survey firm. SPSS 24.0 and AMOS 24.0 were used for empirical analysis, and frequency analysis, multiple response analysis, EFA, reliability analysis, CFA, SEM, and multiple-group comparison analysis were performed. As a result of multiple response analysis, the offline channel was revealed as the preferred fashion distribution channel for active Korean and Chinese seniors; the second most popular was the online channel. The results of multiple-group comparison analysis reveal differences between two groups in seeking emotional consumption via the offline channel; the effect was only evident for active Korean seniors. A difference in seeking emotional consumption via preference for online channel also existed, but only for active Chinese seniors. For these reasons, marketers targeting active Korean seniors will be effective to not only offer brand information by fashion display to let seniors understand the fashion brand, but also to have brand events to form positive emotions toward the fashion brand. Moreover, targeting active Chinese seniors will be necessary to transmit brand sensibility by utilizing metaverse marketing comprising various factors, so that consumers can enjoy the fashion brand.

The proliferation of the Internet and communication technologies and applications, besides the conventional retailers, has led to a new form of distribution channel, namely home sopping through the telephone, TV, catalog or the Internet. The conventional and new distribution channels have different transaction costs perceived by the consumers in the following perspectives: the accessibility to the product information, the traffic cost and the opportunity cost for the time to visit the store, the possibility of ‘touch and feel’ to test the quality of the product, the delivery time and the concern for the security for the personal information. Difference in the transaction costs between the distribution channels results in the different selling prices even for the same product. Moreover, distribution channels with different selling prices necessarily result in different business surpluses. In this paper, we study the multilateral bargaining strategy of a manufacturer who sells a product through multiple distribution channels with different transaction costs. We first derive the Nash equilibrium solutions for both simultaneous and sequential bargaining games. The numerical analyses for the Nash equilibrium solutions show that the optimal bargaining strategy of the manufacturer heavily depends not only on the degree of competition between the distribution channels but on the difference of the business surpluses of the distribution channels. First, it is shown that there can be four types of locally optimal bargaining strategies if we assume the market powers of the manufacturer over the distribution channels can be different. It is also shown that, among the four local optimal bargaining strategies, simultaneous bargaining with the distribution channels is the most preferred bargaining strategy for the manufacturer.

In this paper, we study the bargaining strategy of a manufacturer who sells a product through the online and offline distribution channels. To do this, we derive and analyze the equilibrium solutions for both simultaneous and sequential bargaining games. The result shows that the optimal bargaining strategy heavily depends on the size of the online distribution channel’s loyal customers and the difference between the retail prices of the online and the offline distribution channels. It is also shown that, in some cases, the online distribution channel has incentive to downsize its loyal customers and its retail price for a better bargaining outcome.

Being one of the most important textile and apparel producers for years, Turkey began to become active in terms of retailing. Although retailing industry is in its growing phase, the social and economic influences caused the customers' tastes and demands to be more distinctive and segmented in parallel with the advancement of the retail industry. Therefore, the retail industry began to develop in more fragmented way where clear boundaries between different types of retailers were established. In this study, the apparel retail market is overviewed and analyzed within the context for determination of the current situation and future prospective. To this aim, the textile and apparel companies that are active in Turkey were classified into groups based on the type of distribution channels they used. Then, the performances of the groups were established using the secondary type of resources. Finally, the findings were summarized, by showing the similarities and differences between different channels.

본 연구는 수출유통경로 지배구조결정과 이에 영향을 미치는 관련변수간의 관계 규명에 초점을 맞추고 있다. 본 연구에서 제시하고 있는 연구의 개념적 틀은 생산비용분석 모형과 거래비용분석 모형을 결합하여 설정하였다. 관련변수로는 거래비용요소인 자산특유성의 인적자산특유성, 물적자산특유성, 제품특유성 요인과 환경불확실성의 가변성1, 다양성, 가변성2 요인, 생산비용요소의 수출판매액, 수출집중도, 수출경험 요인, 그리고 심리적 요소의 심리적 거리 요인 등이 포함되었다. 또한 분석단위에 있어서는 통합경로, 준통합경로, 비통합경로의 3분법적 연구로 이루어졌다. 연구조사의 모집단은 수출에 종사하는 제조기업으로서 726개 업체에 대해 3차에 걸친 우편조사와 면접조사로 모두 454개의 사용 가능한 설문지를 확보하였다(응답를 63.2%). 가설검증은 판별분석에 의해 이루어졌으며, 판별분석의 외적타당성을 확보하기 위해 표본을 분석표본과 유보표본으로 구분하여 판별하였다. 아울러 분류결과에 의한 판별명중률과 우연기준에 의한 판별명중률을 비교함으로서 판별예측력의 개선을 도모하여 판별모형의 내적 타당성을 입증하였다. 본 연구의 마케팅 전략적 시사점은 첫째, 수출유통경로로 준통합경로의 중요성을 인식하여야 하고, 둘째, 거래파트너와 긴밀한 관계유지가 정립되어야 하며, 셋째, 거래파트너에 대한 상품판매 후의 애프터서비스 확대 도모가 요청되고, 넷째, 수출상대국의 문화적 거리감 이해 등이 중요하게 제시되고 있다.

Since organized living cooperative associations sold their environment-friendly agricultural products directly to independent consumers in the past, the general distribution channels such as wholesalers had difficulty in handling these products. However, the ratio of distribution via wholesale channel has been gradually increased as consumption of environment-friendly agricultural products has expanded. This study is to address vitalization of wholesale distribution for environmentfriendly agricultural products by gathering previous statistical data and analysis. In addition, statistical analysis are conducted by utilizing surveys on forwarders, consumers for environment-friendly agricultural products. As a result, the products producers ship are distributed through dealers at producers sites, producers cooperatives, or food process companies, food companies, internet shopping malls, large-scale distribution companies, consumer groups such as living cooperative associations, direct outlets at consumers sites, or exports. Among the channels, the large-scale distribution companies and franchised special shops account for 47%, the general supermarkets 15.7%, and living cooperative associations 14.6% respectively. By utilizing the research results on producers and consumers, and the distribution weight by channels for environment-friendly agricultural products, the distribution channels for living cooperative associations, wholesale markets, and large scale distribution companies are compared and evaluated. As a result, the level of producers’ and consumers’ satisfaction for them is the lowest since the low selling price for producers and high distribution margins.