價格促銷對消費者偏好之影響

The price promotion manner on consumer’s preference

彭培清(Pei-Qing Peng)

指導教授 ： 吳忠敏 ； 邱志洲

國立臺北科技大學/管理學院/商業自動化與管理研究所/碩士(2005年)

摘要

零售業在價格破壞的潮流中，經年累月的進行價格促銷，以多樣化的促銷方案吸引消費者來店消費，期望能夠薄利多銷，獲得最佳效益。因此必須藉由交易記錄，輔以消費者個人資料，建構消費者在不同促銷情境下之購買模式，以利制訂行銷決策。
本研究使用國內某一大型連鎖商店2003年6月30日至2003年9月29日之優酪乳交易資料，利用層級貝氏理論分析不同品牌之降價幅度，對消費者購買決定之交互影響，再就人口統計變數觀察不同消費者對不同品牌促銷之偏好。
研究結果顯示，在零售賣場，降價促銷是消費者最偏好的促銷方式，而品牌是影響促銷效益的重要因素。在競爭環境下年齡、性別及家庭人口數等三項人口統計變數，會間接影響消費者對降價幅度之偏好程度。

關鍵字

層級貝氏模式 ； 偏好 ； 促銷呈現方式 ； 交易效用理論

並列摘要

In the trend of the price-destruction, the retail business are processing sales promotion at a low price for months and years, attract consumers come to the shop with diversified promotion schemes. The small profits and quick turnover is what they expect, to obtain the best benefit. So they have to use trading records, plus with consumer personal materials, to construct consumer’s purchasing mode under different promotion situation, in order to make marketing decision.
This research uses a trading materials of buttermilk which in a large chain store from June 30 , 2003 to September 29 , 2003. The analysis is using Hierarchical Baysian Model, which analyse the interaction of ranges on a price reduction of different brands to the decision of consumers, and then observe the partiality of different consumers’ preference to the promotion ways of different brands on the demographic parameter.
The result of study shows , is retailing the sales field, it is the promotion way that consumers have a partiality for most to promote at a reduced price, and the brand influences the important factor of promoting benefit. Three demographic parameters , such as age , sex and family's numbers of people ,etc. under the enviroment of competition, will influence consumer's partiality degree to the range on a price reduction indirectly.

並列關鍵字

Hierarchical Baysian Model ； preference ； transaction utility theory

參考文獻

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