A study on the effects of conditional promotions onconsumer's purchase habits-The example of 7-eleven

• Main Authors: Chao-Chih Wang, 王昭智
• Other Authors: Hsiao-Ching Lee
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/03141633778926361033

碩士 === 國立高雄應用科技大學 === 國際企業系 === 99 === In recent years, Taiwan's convenient chain store is thriving and flourishing, so far Taiwan has more than nine thousands of convenient stores. As the number of its distribution and density, we can imagine the chain of convenient stores is very competitive. The chain-type convenient store modes feature the multi- operations which include a number of business locations, diversified and 24 hours service, providing consumers with time, distance and services of convenient. Thus, business modes for innovation have introduced a number of promotional activities to meet consumer's diversified demands. In this study, a series of promotional activities held by 7-eleven are used as the research content. Through questionnaires and in-depth analysis of consumer's purchase habits, the study is expected to understand whether Bonus Points Program has a significant impact on customer's purchase habits. According to the experimental results of this study, the conclusion is shown below. (A)The promotional activities have a positive impact on number of frequency, amount of consumer's purchase habits. (B)The motives of Bonus Points Program have a positive impact on place, number of frequency,amount of consumer's purchase habits. (C)The demographic variables have a significant impact on number of frequency of consumer's purchase habits. In this study, the suggestions for convenient store runners to plan on related promotional activities are listed below. (A) The convenient store runners shall take promotions with other diversified plans into account when launching a Bonus Points Program. (B) The convenient store runners shall have its exchange merchandise be originality and attractive when launching a Bonus Points Program. (C) The convenient store runners shall consider about whether the set points value for exchange merchandize meets the customer's recognition when launching a Bonus Points Program.