The Effects of Price Promotion, Brand Familiarity, and Consumers’ Perceived Benefits of Sale Promotion on Brand Evaluation －A Case of Convenience Chain Store in Taipei City

• Main Authors: Po-Sheng Cheng, 鄭博升
• Other Authors: Long-Yi Lin Ph. D.
• Format: Others
• Language: zh-TW
• Published: 2005
• Online Access: http://ndltd.ncl.edu.tw/handle/80984306892856034093

碩士 === 真理大學 === 管理科學研究所 === 93 === This study took convenience chain stores of Taipei as a case, we investigated the effects of price promotion, brand familiarity and consumer’s perceived benefits of sales promotion on brand evaluation, and understood that consumer’s perceived benefits of sales promotion under the circumstances that different brand familiarity. By using convenience sampling, the subjects who was buy beverage products and gone out from convenience store was asked, after questionnaires survey, we collected 400 effective samples. The data is used by the statistical methods such as t-test, Reliability analysis, ANOVA and stepwise multiple regression to test the hypotheses. The results are described as below: (1) Consumer’s perceived benefit of sales promotion was significantly positive effected by different kinds price promotion. (2) Consumer perceived more benefits of sales promotion from high brand familiarity product than low one. (3) Consumer’s perceived benefits of sales promotion have a positive effect on brand evaluation. (4) Consumer’s perceived benefits of sales promotion has mediating effect on the relationship between price promotion and brand evaluation. (5) Consumer’s perceived benefits of sales promotion has mediating effect on the relationship between low brand familiarity and brand evaluation, but no mediating effect on high brand familiarity.