The Effect of Consumer''''s Purchase Behavior from Gift Premium Promotion by the Sale of Scooter

• Main Authors: CHIU CHING LAN, 邱錦嵐
• Other Authors: 林孟彥
• Format: Others
• Language: zh-TW
• Published: 2002
• Online Access: http://ndltd.ncl.edu.tw/handle/37762799636366534897

碩士 === 國立臺灣科技大學 === 管理研究所 === 90 === Abstract We try to get the product outstanding and win the consumer’s purchase. It is an important issue that the research of consumer’s purchasing behavior is in process. The gift premium promotion, that is, product sales mix for promotion is a method that anticipate to acquire customer’s favorite within short-term. Marketing pioneer, Dr. Kolter said that the salesman used the incentive promotion to get new tester or to prize the loyal consumer. In the marketing with homogenous brand, promotion can achieve the short-term sales quantity. In the marketing with different brand, promotion can change further the market share. The main theme in this research is that the effect of consumer’s purchasing behavior from gift premium promotion on the sale of scooter. There are six topics as follows: 1. What is the effect of consumer’s purchasing behavior on motorcycle from gift premium promotion. 2. What is the effect of each decision process on motorcycle purchasing behavior from gift premium promotion. 3. What is the difference in demographic variance on motorcycle purchasing behavior from gift premium promotion . 4. How much is the price that is enough to influence the consumer’s purchasing behavior on motorcycle. 5. What are incentive factors that affect the purchasing behavior on motorcycle from gift premium promotion on Internet. 6. For high involvement product of motorcycle, what are the factors that affect the consumer’s purchasing behavior. The samples are selected from the students among universities or colleges that located in the northern Taiwan or in the middle Taiwan, from the employees of the other company and from the motorcycle dealer in Taiwan. The released samples are 530 sets. The effective samples are 391 sets. It will be performed that various statistics, such as: descriptive statistics, arithmetic mean or variance analysis for demographic statistics or class order etc. The conclusion of this context is 1. Extending the warranty is the best favorite by consumer. 2. The effect is almost similar between the process of consumer’s purchasing decision and purchasing behavior from gift premium promotion. The order of gift premium promotion is to extend warranty, to exchange old scooter for new scooter, to pay by installments. 3. It will be available for the segment of marketing from the variance analysis of demography statistics. 4.The promotion price, NT$5000, is considered to affect mostly consumer’s mind. 5. The best influence on the Internet is to provide the professional knowledge. 6. The character of merchandise is the most important. The top-five factors of affecting the purchasing behavior on motorcycle are (1) product quality (2) properties (3) price (4) maintain (5) oil consumption. We will acquire a new opportunity if we are not negligent to create product value whenever performing gift premium promotion.