The influence of price discount and restricted promotion on perceivedquality and purchase intention
| Autor: | Guan-Yu Chu, 朱冠宇 |
|---|---|
| Rok vydání: | 2012 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 100 With the evolution of marketing strategies, the way of promotion keeps constantly innovative. Although some promotional activities in market are similar, it is not sure whether their effects are the same. In order to discuss this topic, this study specifically chooses two promotional types-- “fifty % off” and “one more dollar, get another piece” from the common promotional activities. In addition, “limited-time promotion” and “limit-quality promotion” are also included into consideration. Moreover, “personality traits – conscientiousness” and “purchase frequency” are the moderators of the study to measure if there are significant difference in “perceived-quality” or “purchase intention”. Subjects of this study are undergraduate and graduate collage students in Taipei. By the pre-test, we select two product as the experimental products—cleaner and hair gel. The formal experiment is designed into eight groups respectively with 2 (promotional type) x 2 (limit-time or limit-quality) x 2 (purchase frequency). The formal questionnaire was designed to measure “personality traits – conscientiousness”, “perceive-quality” and “purchase intention”. After the hypothesis testing, we found promotional type (ie.“one more dollar, get another piece” and “fifty % off”) showed a significant different effect on perceive-quality” and “purchase intention.” But, there was no difference in the effect of “limited-time promotion” and “limit-quality promotion”. Even “personality traits – conscientiousness” and “purchase frequency” both showed moderating effect between promotional type (ie. “one more dollar, get another piece” and “fifty % off”) and purchase intention. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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