IMO annually publishes the Purchasing Ease Index (PEI), which rates products of all categories and their respective companies on "consumer unease management." Being able to manage various sources of unease that often come hand in hand with purchasing a certain product has become an important factor in the future of marketing. Therefore, reducing or removing these sources of unease will be the key to attracting and retaining consumers. The index - after consumers identify products they consider reliable in each industrial category - numerates how consumers view a certain product from various evaluative aspects, as well as the overall level of ease with which consumers purchase a product.
The chart below outlines the calculation method involved in the PEI rating system.
PEI specific to Korea - KPEI - targeted active consumers in Korea selected by purposive quota sampling. The data was collected through offline paper questionnaires, and the PEI ratings were calculated using the model above. KPEI consists of four hierarchical levels: the national index (Korea as a whole), industry index (consumables, durable goods, services), individual industry index (e.g. diapers, airlines, life insurance), and brand index. Read about the official KPEI announcement.
