| Summary: | 碩士 === 國立中山大學 === 企業管理學系研究所 === 95 === Nowadays premium promotion has caused a stir in many industries. Sales promotion comprises a multitude of marketing tools designed to stimulate the purchase of goods and services by providing an incentive. Among those promotion tools, premium occupies a very important place. It belongs to non-monetary promotion which is different from the monetary one that we generally know. Many experts address that in long term, monetary promotion might have imposed negative impact on their own brand. However, premium promotion is one of non-monetary promotion, and it brings up consumers the “gains”, not the “reduced losses.”
The academic research on the subject in Taiwan or even in other countries is scarcely seen, although premium-based sales promotions are commonly used on marketing practice. It is a kind of multifunctional promotion tool. For example, attractiveness, the linkage with main product, immediacy, mention of value, and free/self-liquidating product etc. are needed to highly care about. Premium promotion may avoid some negative influences from price promotion. However, if marketers cannot operate premium well, it might still cause some problems. This study does not only discuss Consumers’ Overall Appreciation, but also try to find out Perceived Manipulation Intent beyond consumers.
This thesis is 2（high/low attractiveness）x 2（high/low perceived fit between the premium and the product）x 2（direct/delayed）x 2（mention/not mention of the premium’s value）mixed experiment design ANOVA. Mentioning the value of the premium and immediacy are between-subject factors and attractiveness and perceived fit between the premium and the product are within-subjects factors. The purpose of this study is the effect of four premium independent variables on Overall Appreciation and Perceived Manipulation Intent of Consumer Reaction.
The study shows:
1. High attractiveness, high product-premium fit, and direct premium all have significantly positive effects on consumer’s overall appreciation.
2. Attractiveness and product-premium fit has an interaction effect on overall appreciation, and fit is like a moderator.
3. Product-premium fit and mention of value has an interaction effect on overall appreciation.
4. Attractiveness, product-premium fit, and immediacy has an interaction effect on overall appreciation.
5. Attractiveness, product-premium fit, and immediacy has statistically significant on perceived manipulation intent.
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