Study on Influence of Store Types, Sales Promotion and Credit Card Permits on Consumers'' Price Perception

• Main Authors: Ko Shan Jung, 柯善容
• Other Authors: Hsu Ta-Kuang
• Format: Others
• Language: zh-TW
• Published: 1999
• Online Access: http://ndltd.ncl.edu.tw/handle/46824151452617546092

碩士 === 輔仁大學 === 織品服裝學系 === 87 === A variety of new retail store types have emerged amidst intensive competition in Taiwan in recent years. Store owners have used all possible means to lure consumer into willfully created buying situations. This study takes consumers'' price perception as the core of investigation in the hope of understanding how their price perception would affect their purchasing behavior in different retail stores, with or without credit card permit and with or without sales promotion. The study employs an experimental method which takes fashion products as its target. Questionnaire surveys were conducted with 120 female students of Fu Jen Catholic University. Three independent variables were taken into consideration: (1) constitution of different store types, (2)with/without credit card permit and (3) with/without sales promotion. Dependent variables included: (1) amount of money spent on purchases of clothing, (2) quantity of clothing items purchased, (3) amount of money spent on accessory purchased and (4) quantity of accessory items purchased. Analysis of 111 valid questionnaire responses indicates that the experimental situations dominated by credit cards and sales promotion did not show significant difference. However, in different store types, consumers show significant difference in purchasing behavior. In chain counters with scattered commodities, consumers spend higher money value on clothing purchases, they buy a greater quantity of clothing items, spend higher money value on accessory purchases, and buy a greater quantity of accessory items as compared to purchases in integrated flagship store. Accordingly, consumers will purchase lesser volumes and values in one package in flagship store with higher price perception than purchase in chain counters with lower price perception. It is hoped that the result of this research will benefit Taiwan'' clothing retailer in terms of store management.