量販店價格與贈品促銷效果之研究--以菜瓜布產品為例

量販店一直是台灣人生活中很重要的一環，不知道有多少的家庭假日時全家至量販店的美食街吃飯，再到量販店裡的outlet逛逛，最後到量販店採買生活所需用品，一個假日就這樣過去了，對很多小資家庭來說，這是一個很省錢的休閒模式，但現今，，電商夾帶了送貨到府、比價容易及不受時間、地點因素隨時可以購買等因素，嚴重的衝擊到了量販店，雖量販店因為上述文化背景的關系不至於會倒閉，但其店數規模在台灣已開始減少，故希望通過本研究希望找出最適合台灣量販店的促銷模式，進而提高其利潤。本研究以大潤發全省菜瓜布分類中，銷售第一名的某牌菜瓜布為主要研究對像，從大潤發的資料庫中撈出其2015~2019年的銷售及詳細的促銷資料，探討價格促銷及贈品促銷是否為直接影響購買意願之主要因素。本研究使用IBM SPSS Statistics 22.0套裝軟體，並使用變異數分析中的固定效應模式進行資料分析與驗證。研究結果如下：一、價格促銷活動對於銷售量有顯著正向影響。二、贈品活動對於銷售量有顯著正向影響。三、贈品活動對於銷售額有顯著正向影響。

關鍵字

價格促銷；贈品促銷；量販店；購買意願

並列摘要

Hypermarket have always been a very important part of Taiwanese life. I do n’t know how many families eat at the food courts of the mass merchandisers during family holidays, then go to the outlets of the mass merchandisers, and finally go to the mass merchandisers to buy daily necessities. A holiday has passed like this. For many petty-funded families, this is a very cost-effective leisure model. But nowadays, e-commerce brings delivery to the house, the price is easy, and it can be purchased at any time regardless of time and location. Factors have severely impacted the mass merchandise stores. Although the mass merchandise stores will not be closed because of the above cultural background, the number of stores has begun to decrease in Taiwan, so I hope to use this research to find the most suitable sales model for mass merchandise stores in Taiwan. , Thereby increasing their profits. In this research, a major brand of vegetable and melon cloth sold by RT-Mart in the province is the main research object, and its sales from 2015 to 2019 and detailed promotional materials are retrieved from RT-Mart's database to discuss price promotions. And whether the promotion of gifts is the main factor that directly affects the willingness to buy. This study uses the IBM SPSS Statistics 22.0 software package, and uses the fixed effect model in the analysis of variance for data analysis and verification. The findings are as follows: 1. Price promotion activities have a significant positive impact on sales volume. 2. Giveaway activities have a significant positive impact on sales. 3. Giveaway activities have a significant positive impact on sales.