The Impact of Sales Promotion on Customer Buying Behavior toward Personal Care Products in Taiwan

• Main Authors: Tran Thi Thanh Loan, 陳氏青鑾
• Other Authors: Cheng Nan, Chen
• Format: Others
• Language: en_US
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/78291952233821912383

碩士 === 南台科技大學 === 企業管理系 === 100 === Nowadays, in the global context of open market electronics, customer has become the king. A consumer is in a position to influence manufacturer, marketer regarding content of product, size and quality. Who can satisfy customers then will have strong position in the market. As a result, competition is becoming very tough. Marketing becomes one of the most important tools for marketer, manufacture in every field, especially in product market. There were many researches, articles about the rule of marketing tools for example advertisement, sales promotion…Sales promotion is more and more popular, each player is trying to attract more customer through different sales promotion activities. But the exact picture of the impact of sales promotion on customer’s buying behavior is unclear to retailer. So this research tries to find out the impact of sales promotion on customer buying behavior toward personal care product in Taiwan where retail market is developing strongly. This study, I investigated the relationship between 4 tools of sales promotion and customer attitude, buying behavior toward two different groups of personal care products according to 6 dimensions (such as coupon, price discount, buy one get one, free sample, attitude, buying behavior). The study use spss and amos to analyze the data. The results show that these four tools of sales promotion have positive effect on customer buying behavior. Buy one get one has strongest impact, next one is price discount, free sample has smallest impact on customer buying behavior. Besides, there is no difference about the impact of sales promotion on customer buying behavior between cosmetic and hygiene products.