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  • 學位論文

消費者對優惠券認知與購買意願之研究-以麥當勞與屈臣氏聯合促銷為例

The Effect of Coupons on Consumers' Perception and Purchase Intention —A Joint Promotion Campaign from McDonald and Watsons

指導教授 : 曾忠蕙

摘要


由於近年來,在這高物價時代,個人所得沒變動,物價愈來愈高,人們越來越會精打細算,所以廠商利用各種促銷方法與活動,刺激顧客購買的慾望,來滿足顧客消費需求,餐飲業者以不同促銷方式配合活動以加速消費者購買商品。提到促銷活動,一想到就是屈臣氏,不僅舉行很多樣的促銷活動,當消費者面對許多促銷活動時,可能會感覺厭煩或麻痺,當企業藉由促銷來提升購買意願,且與我們生活有關連的生活日常用品,是否會因為促銷優惠卷而增加購買意願。 本研究針對於「麥當勞與屈臣氏」主打優惠活動,活動內容:主餐選一個,活動期間於門市購買麥當勞早餐套餐,加碼贈送屈臣氏50元折價卷,研究喜歡吃麥當勞早餐的消費者對於此促銷優惠活動是否對屈臣氏有購買意願,以及對於此優惠券促銷的看法,相反的,喜愛屈臣氏的原有消費者是否因為優惠券而去麥當勞的購買意願研究。採用半結構式訪談法,特點是研究者在訪談前,可以根據研究問題與目的設計訪談大綱來做為引導訪談進行。問題或討論形式採取較彈性的方式進行,訪問過程中創造自然的情境,讓受訪者處於被尊重和平等的互動關係中,此方式可以呈現受訪者真實的認知感受,引導受訪者在回答問題時,有較清楚的方向,充分表達自己看法和感受。共訪談14位不同族群之受訪者,依照受訪者訪談內容,做資料彙整,結論分析。 研究結果發現,麥當勞與屈臣氏屬於不同的消費者族群,在訪談結果中,不論是性別與年齡都曾經消費過,代表這兩家品牌對於消費者族群不受限制,是老少男女皆適宜的大眾品牌,雖然兩家品牌消費者並無連結性,但聯合促銷策略,卻結合兩邊消費者,一同體驗讓消費者不是單單的得到同一店家的優惠活動,反而能夠讓兩邊品牌多出新忠誠度的消費者。

並列摘要


In recent years, in this era of high prices, personal income has not changed, prices are getting higher and higher, and people are becoming more and more careful in their calculations. Therefore, manufacturers use various promotional methods and activities to stimulate customers' desire to purchase to meet customer consumption needs. Companies use different promotional methods to coordinate activities to accelerate consumers' purchase of goods. When it comes to promotional activities, I think of Watsons. Not only does it hold many kinds of promotional activities, consumers may feel bored or paralyzed when faced with many promotional activities. This research is aimed at the "McDonald's And Watsons" main discount event. The content of the event: choose one main meal, buy a McDonald's breakfast set at the store during the event, and give a 50 yuan discount coupon to Watsons, and research consumers who like to eat McDonald's breakfast for this promotional offer Whether the event has purchase intentions for Watsons, and their views on the promotion of this coupon, on the contrary, whether the original consumers who love Watsons go to McDonald's to buy intentions because of coupons. The results of the study found that McDonald’s and Watsons belong to different consumer groups. In the interview results, regardless of gender and age, they have consumed it. This means that these two brands are not restricted to consumer groups and are suitable for all ages and genders. Although the consumers of the two brands are not connected, the joint promotion strategy combines consumers on both sides to experience together so that consumers will not only get the same store’s preferential activities, but will allow the two brands to spend more loyalty.

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