he Behavior of Different Consumer Types under Sales Promotion

• Main Authors: YUN-KUANG LIN, 林芸光
• Other Authors: Ming-Yih Yeh
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/tqy47j

碩士 === 國立臺灣科技大學 === 管理學院MBA === 99 === This research examines pervasive but ignored promotions situation which consumers encounter in life-how they influence on purchase behavior. We demonstrate from two studies that Spendthrifts who spend with no sensitivity have higher perception of price fairness and purchase intention than Tightwads who spend with calculating when seller provides free gift promotion（experiment 1）。Moreover, This study has further findings that two types of customers have differentiation purchase intention only when price reduction promotion with explicit time limit.（experiment 2）。These findings can not only expand Tightwads and Spendthrifts’ research scopes, but also help marker to increase the effectiveness when they hold promotion activities.