A study on the effecting factors of choosing promotional products or service for customers

• Main Authors: Yi-Ling Lin, 林依琳
• Other Authors: 林建煌
• Format: Others
• Language: zh-TW
• Published: 2007
• Online Access: http://ndltd.ncl.edu.tw/handle/05672721185614159304

碩士 === 國立中央大學 === 企業管理研究所 === 95 === Recently, a factory owner in order to increase sales and make a profit, they use all kinds of promotion activities to attract more consumers. In these promotion methods, a factory owner frequently use coupons and price-off. Past literatures research have verified that the use of coupons truly have high evaluation than price-off. However, are different promotion methods have influence on customers, whether high original price and high discount or promotion for the first time? Promotion activities are not only used on general goods , all kinds of service industry also gradually transfer promotion budget to promotion methods. Besides, owing to different quality and brand, product and service have a gap in price. Therefore, when factory owner set up promotion, high price and low price are also an influence factor on customers’ purchase intention. Many factor owners set up promotion advertisement, they are not only show their special price, but also show beneficial pattern, characters and statement to customers. Factory owner hope to rely on recommenders and license to attract customers’attention and purchase intention. Therefore, when customer purchase products and service, they are not only influence by price factor. So, my research consider promotion methods, products type, recommender and license as Interference variables , and confer these factor how to influence customers’purchase intention.