The Promotion Activity and Customer of Perceived Vaule for Purchase Intentions Based on the General Merchandise Stores in the Chia-Yi Area

• Main Authors: SHU WEI CHE, 許維哲
• Other Authors: 莊勝雄
• Format: Others
• Language: zh-TW
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/03346637896011906879

碩士 === 南台科技大學 === 行銷與流通管理系 === 97 === Abstract In 2008 the global financial tsunami victims will not attack Taiwan to the world body, the February 2009 publication of the Directorate General of Budget GDP gross national product this year, -2.97% for the biggest decline over the years, in addition to the government to save the economy, the industry had no not brains, how in the midst of recession, and blaze a path of its own. To attract consumers, so that trend growth of the company turnover. In view of this, according to this study the views of consumers to explore the discount store promotional activities (Buy thousand get hundred free activities) and the customer perceived value of the impact on purchase intention. Chiayi City, Carrefour store consumers,send out 220 questionnairs got back 200’s 90% of the recovery. The SPSS 10.0 Statistic method was applied through the use of descriptive statistics、 T-test、Reliability analysis、Anova,finally to the results of the study to do with the actual authentication discussed. Survey by the Department of comparison and analysis of the whole, the study found that: 1. Buy hundred get thousand free activities and customer perceived value has a significant impact 2. Customer perceived value on the purchase intention no significant impact 3. Buy hundred get thousand free activities and purchase intention a significant impact 4. Different demographic variables to buy hundred get thousand free activities , the customer perceived value and purchase intention to structure the purchase of some significant differences in levels of gender on purchase intention there were significant differences in buying professional to buy hundred get thousand free activities, customer perceived value and purchase intention were significantly differences in level of education to buy hundred get thousand free activities , customer perceived value there were significant differences in family income to buy hundred get thousand free activities , there were significant differences in purchase intention, marriage to buy hundred get thousand free activities , there were significant differences in purchase intention. For these findings, the Department will be to study the conclusions of the whole and make recommendations for the provision of discount store industry to improve the strategy of the future reference.