| Summary: | 碩士 === 銘傳大學 === 國際企業學系碩士在職專班 === 97 === The density of convenience stores in Taiwan is over those in Japan. Until the October, 2008, the number of convenience store is 9,266. Under such competition environment, it is important to attract customers by using various promotion strategies. For example, some stores use price cut strategy, some use free gift to attract their customers. How is the effect of the promotion frequency on store sales? It needs a further examination. Therefore, the main purpose of this study is to investigate the effects of promotion type, promotion frequency, and promotion occasion on sales of convenience store. Moreover, this study analyzes the intervening effects of business districts, store images, and the customer gender on the relationship between promotion strategies and store sales. In so doing, this study could provide the managerial implications for the convenience stores as well as increase their own competiveness.
The study uses secondary data to analyze the study hypotheses. By using stratification sampling method base on 7-11 database, this study found that: (1) Promotion frequency has a significant effect on store sales; (2) The type of business district has a significant effect on store sales; (3) The types of business district has an intervening effect, in other words, business district has significant effect on the relationship between promotion frequency and store sales; (4) Customer gender has an intervening effect, namely, customer gender has a significant effect between promotion frequency and store sales. Therefore, the marketing managers in planning promotion programs should consider factors such as type of business district, loyalty customer, and promotion frequency, etc. Therefore, the individual store could offer his own promotion strategies instead of the promotion strategies provided by the head quarter. Therefore, the individual store could create his maximum sales and profits.
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