產品類別與超市促銷形式之關聯性

零售商利用各類型的促銷手法試圖提高商品銷售量，而消費者面對各式促銷，是否能如期達成業者之期望，往往取決於消費者的認知、需求及購買意願。行銷人員長期以來試圖利用各種促銷工具刺激需求，但如何使促銷策略更為精準仍然是一個難題。本文試圖以消費者的角度，透過實地訪談與實驗，根據產品屬性分析各種促銷形式的有效度。本研究依消費者的認知，將促銷形式分為三種：「降價」、「增量」、「加購」，並依「消耗量」及「攜帶性」對產品屬性調查，將其分為四類：「消耗量高且易攜帶」、「消耗量高但不易攜帶」、「消耗量低且不易攜帶」、「消耗量低但容易攜帶」。針對這四類的產品，分析在該類別中消費者選擇的促銷形式。本實驗以宜蘭喜互惠生鮮超市為研究對象，其研究結果經統計分析得知，在促銷成效中，「消耗量高且易攜帶」、「消耗量低且不易攜帶」、「消耗量低但容易攜帶」這三類的產品，以「降價」的成效最好，然而在「消耗量高但不易攜帶」類別中，發現消費者購買「增量」的人數偏高，若對其以「半價」、「買一送一」、「加一元多一件」這三個特例再作分析，發現在「買一送一」此特例中的成效具相當的顯著性，因此，消耗量高的產品，鼓勵消費者購買「增量」、「加購」的促銷形式應會得到不錯促銷成效。

關鍵字

促銷形式；產品消耗量；消費者購買行為

並列摘要

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.

並列關鍵字

Promotion forms ； Product consumption ； Consumer purchasing behavior

參考文獻

[29] Michael R. Solomon, Consumer Behavior, 7th ed., Upper Saddle River, NJ: Pearson Education, 2007

[42] Shu-ling Liao(廖淑伶), "The Effects of Nonmonetary Sales Promotions on Consumer Preferences: The Contingent Role of Product Category, " The Journal of American Academy of Business, 2006, pp.196-203.

[32] Philip Kotler, Gray Armstrong, John Saunders, and Vernica Wong, Principle of Marketing, New Jersey, USA : Prentice Hall Inc,1999

[14] Aaker, D. A., "Toward a Normative Model of Promotional Decision Making, " Management Science,1973, pp.593-603.

[15] Blattberg RC, Eppen GD, Lieberman J., "A theoretical and empirical evaluation of price deals for consumer nondurables, "American Marketing Association, 1981, pp.116-129

國際替代計量

產品類別與超市促銷形式之關聯性

未授權

主題瀏覽