The Relationship of Product Category and Promotion Type on Supermarket

• Main Authors: Chieh Kao, 高潔
• Other Authors: 黃銘智
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/mevy85

碩士 === 國立臺北科技大學 === 創新設計研究所 === 100 === Retailers have various promotion methods to improve sales performance. Consumers’ cognitions, requirements and purchase intentions are the key points that determine whether a business achieve its expectations on promotion. Marketers have been using different promotional tools to stimulate consumers purchase behavior, but still have been challenging from its accuracy. This paper stands on consumers’ side to solve the problem and analysis different product promotion methods through the experiments. This paper is mainly discussing that sales promotion methods are always bundled with product categories. We classified the product categories into “account of consumptive” and “portability”, and divided the sales promotion methods into “cash discounts”, “volume discount”, and “additional purchase” based on consumers’ cognition. Therefore, there are special cases and formats in each promotion method. This experiment was done in “Surewell Supermarket”. The study focuses on the relationship between promotion choices and consumers requirements. The result shows that the “cash discount” is the most efficiency promotion method. To analysis the category of “hard-carry”, we found that consumers tend to choose the option- “additional purchase”. To compare “ buy on get one free”, “one dollar for the second product” and “half price” promotion methods, the result shows that “ buy one get one free” is the most efficiency way. Therefore, we concluded that there is highly relevant between promotion methods and product consumptive.