[2022 National Audit] TV Home Shopping Brand Awareness GS Home Shopping 1st Place... Gongyeong Shopping Last Place
Assemblyman Gu Ja-geun: "We Must Enhance Gongyeong Shopping's Competitiveness"
[Asia Economy Reporter Lim Chun-han] Public Shopping, a public institution under the Ministry of SMEs and Startups established to expand sales channels for small and medium-sized enterprise products and agricultural, livestock, and marine products, ranked lowest in brand awareness and favorability among major TV home shopping brands.
According to the '2021 TV Home Shopping Brand Diagnosis Survey' report submitted by Public Shopping to Koo Ja-geun, a member of the National Assembly's Industry, Trade, and SMEs Committee from the People Power Party, Public Shopping's brand awareness was 85.8%, the lowest among major TV home shopping brands. The survey was conducted last year on 1,000 adults aged 25 to 65 nationwide who had purchased from home shopping within the past year.
Brand awareness was highest for GS Home Shopping at 99.4%, followed by Hyundai Home Shopping and Lotte Home Shopping (each 99.2%), CJ OnStyle (98.6%), NS Home Shopping (94.9%), and Home&Shopping (90.7%). Favorability was also highest for GS Home Shopping at 65.1%, with Public Shopping lowest at 34.1%. Public Shopping ranked last in areas such as future usage intention, purchase experience within the past year, familiarity, and recommendation intention. In the initial recall survey, CJ OnStyle was highest at 23.6%, followed by GS Home Shopping (23.4%), Hyundai Home Shopping (15.9%), Lotte Home Shopping (15.4%), Home&Shopping (9.4%), Public Shopping (2.5%), and NS Home Shopping (2.0%).
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Assemblyman Koo said, "Public Shopping is falling behind in the fierce competition among TV home shopping brands due to the limitations of being a public institution," adding, "It must actively enhance competitiveness through bold organizational diagnosis and management innovation and actively discover excellent products."
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