消費者對於不同的促銷活動型式與呈現方式之評價——品牌市場佔有率之干擾角色

CONSUMER EVALUATIONS OF DIFFERENT PROMOTION TYPES AND PRICE PRESENTATIONS: THE MODERATING ROLE OF BRAND MARKET SHARE

陳嫚羚(Man-ling Chen)

指導教授 ： 潘明全

大同大學/經營設計學院/事業經營學系所/碩士(2004年)

摘要

對於許多企業而言，消費者銷售促銷方面的支出總是佔行銷費用總支出很大的一部分；企業欲藉由這些促銷活動以增進消費者的知覺價值，許多的研究發現，金錢性的促銷效果是較為短暫的，有損產品形象，甚至導致業界削價競爭。愈來愈多的研究建議廠商採用非金錢性的促銷工具，然而國內外關於優惠組合或贈品之促銷活動等研究卻是相當少的。

研究中採用促銷活動型式（價格折扣與優惠組合）×呈現方式（元與百分比）×品牌的市場佔有率（高與低）的2×2×2實驗設計方式，欲探討採用價格折扣或是優惠組合的方式來促銷，消費者對於其所得到之利益是以元的方式呈現或以百分比的方式呈現之評價是否會有不同的評價。在消費者評價方面，主要欲衡量消費者對於促銷活動型式與呈現方式的態度，而採用Schiffman與Kanuk (2000)提出的態度包括認知、情感以及行為意圖等三種成份。

本研究亦延伸David與William(2003)觀念加入以往較少操弄的不同品牌市場佔有率來做為干擾變數，探討在此干擾變數下，促銷活動型式與呈現方式是否會對消費者評價造成顯著的影響。發現對於不同市場佔有率的品牌而言，對於不同的促銷活動型式亦會在消費者評價上有所差異；相反地，卻在呈現方式上無顯著差異。然而，在不考慮呈現方式時，高市場佔有率之品牌採用價格折扣時的消費者評價顯著高於採用優惠組合時的消費者評價；然而，低市場佔有率之品牌採用優惠組合時的消費者評價顯著高於採用價格折扣時的消費者評價。這顯示出若市場佔有率低的小廠商或是新進廠商欲進行促銷時，傳統上認為極為有效的金錢性促銷工具－－價格折扣，其消費者評價與優惠組合之消費者評價相較之下並沒有顯著較佳；換言之，廠商可以不採行價格折扣以避免進入低價戰爭，而可以採行優惠組合此種非金錢性的促銷活動來促使消費者購買，更甚者，可將公司的其他產品加入優惠組合或贈品組合中，以增加消費者有接觸其他產品的機會。

關鍵字

品牌市場佔有率 ； 呈現方式 ； 促銷活動型式 ； 消費者評價

並列摘要

Spending on sales promotions continues to be a large part of the marketing communication expenditures for many firms. These promotions are used to enhance consumer perceptions of value. Since price discounts have traditionally been the dominant form of consumer promotion, consumers are aware of and often expect price deals and therefore simply lowering prices is often problematic.

Many studies have shown that the effect of monetary promotion is temporary and deleterious for the image of products. Using monetary promotion in the long run, the firms may produce price wars and slender profits. Moreover, monetary promotion is their heavy burden for small and medium sized enterprises (SMEs). Alternatively, bonus packs avoid the effects associated with direct price competition. Therefore, an understanding of the conditions under which consumers value each type of promotion should be of interest to both retailers and manufacturers. Furthermore, establishing when consumers prefer price promotions framed in dollar versus percentage terms would provide important guidance for many retail decisions.

The effects of promotion type (i.e., price discounts and bonus packs) and price presentation (i.e., dollars and percentages) across a broader range of brands with varying market shares were investigated in the experimental study. The results suggest, for the products considered, that promotions presented in percentage terms and in dollar terms valued similarly for both low and high brand market shares. Additionally, price discounts were preferred when brand market shares were high while bonus packs were preferred when brand market shares were low. The implications of these results for retailers and manufacturers are that that bonus packs are a viable alternative to price discounts when brand market shares are small since price discounts have less of a deleterious effect on the brand.

並列關鍵字

brand market shares ； consumer evaluations ； price presentations ； promotion types

參考文獻

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