The effect of price discount frequency and discount depth on consumer behavior.

• Main Authors: Yu-Hao Hsu, 許育豪
• Other Authors: Chung-Hui Tseng
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/47166360397606976754

碩士 === 淡江大學 === 國際企業學系碩士班 === 101 === Price is always one of the key factors that affect consumers’ willingness to purchase. To increase the short-term sales, firms usually draw on price promotion, which stimulates and motivates consumers to buy more products/services in a shorter time. From the perspective of promotion frequency, the research explores that if there are substantial differences among consumer’s attitude, perceived quality, and purchase intention toward goods. The independent variable is promotion depth; the moderating variable, brand image. The research targeted both college and graduate students of a certain university in Taipei. There were two pretests. The first pretest selected two brands of facial foams and two of mobiles. In each category, one is of higher brand image; the other, of lower brand image. The subsequent pretest measured the promotion frequency and promotion depth with regard to the previously selected brands. The official questionnaire had eight sections. Each section contained promotion depth and promotion frequency. Two varied levels of both promotion depth and promotion frequency were given. Then the questionnaires were dispersed to testers who determined the level of brand image. They also revealed their consumer attitude, perceived quality and purchase intention about those four products. After the hypotheses were examined, the study found out that substantial difference between consumer attitude and perceived quality existed when the consumers faced different price promotion frequencies. Different price promotion depths resulted in striking differences between consumer attitude and perceived quality. Under the circumstances of distinctive price promotion frequencies and varied price promotion depths, the brand image can interrupted consumer attitude, perceived quality, and purchase intention.