The effects of price promotion model, channels, product type, competitive products and advertising on sales volume

• Main Authors: Mu-Chung Chao, 趙木中
• Other Authors: Li-Ren Yang
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/31439772520126199557

碩士 === 淡江大學 === 企業管理學系碩士在職專班 === 104 === To enhance product sales performance, the manufacturer shall assess the various consumer purchase considerations and convenience store chains to promote attractive promotional activities. The purpose of this study was to understand the impact of price promotion, product categories, competitive products, advertising (theme, spokesperson) and period (season, year) on sales. In this study, convenience store chains, 7-ELEVEN and FamilyMart are the research scope. This research investigated the impact of price promotion mode, channel, product category, competitive products, advertising and period on sales and further analyzed whether there is significant interaction between price promotion mode and the other factors. This research used V company database, from years 2013 to 2015, one-way analysis of variance (ANOVA) and two-way ANOVA to conduct empirical analysis. Research results are presented as follows: (a) price promotional mode, channel, product categories, advertising theme, spokesperson and seasons have significant impact on sales. (b) competitive product and year have significant effect on sales. (c) price promotional model and product categories, advertising theme and spokesperson interaction have significant impact on sales. (d) there is no interaction between price promotion model and the other factors. Finally, this study summarized nine management implications.