A Study of Gong-Zai as a Premium-based Sales Promotion Tool in the Hospitality Industry
| Autor: | JUI-LIN,LIN, 林睿琳 |
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| Rok vydání: | 2009 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 97 Gong-Zai, an action figure in Cantonese comics or cartoons, has been used extensively as a powerful premium-based promotional tool. Gift promotions using Gong-Zai to attract attention from consumers not only provides catchy image for the business but also advertises the product effectively. Simon, Carmon & O’Curry (1994) illustrated that offering an unattractive premium, or a premium perceived by consumers as of little or no value at all, may have a negative impact on brand image and consumers’ desire to buy. Therefore, it is extremely important that the gift, Gong-Zai, to be designed uniquely and attractively. Using the Hospitality Industrial as a model, this paper investigated what attributes the success of a premium-based Gong-Zai. It also analyzed consumers’ perception & preference towards a Gong-Zai. After literatures review and experts interviews, we compiled data according to the relative importance level of each component attribute. Conjoint analysis was administrated to analyze the weight of each attribute and part-worths from consumers. Finally, an optimal design model of premium-based Gong-Zai and a standard evaluation tool were developed. The results can be used by different industries to improve their evaluation models according to its individual unique marketplace, main product and characteristics of the business when creating the best premium-based Gong-Zai. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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