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To consumers, price promotion delivers economic incentive. Lower price means lower cost which consumers need to pay for products and services. That explains the reason that price promotion becomes a common short-term sales strategy. In the other hand, price promotion could be one negative signal to the quality. As a result, positive benefits in sales volume brought about by economic incentive of price promotion could be canceled out by the negative signal to quality, so far as to cause the decrease of sales volume. However, the positive relationship between prices and qualities is not necessarily tenable. When some outside factors exist, the negative effects which price promotion causes to the quality will be reduced. This will make price promotion work more effectively. According to Transaction Utility Theory, consumers¡¦ purchase intention depends on perceived acquisition value and perceived transaction value. Perceived acquisition value decides the percentage between perceived benefit and perceived cost. And perceived transaction value determines the difference between the fair price which consumers consider and the real price which they pay. The higher perceived acquisition value and perceived transaction value, the greater consumers¡¦ purchase intention. This research takes outbound package travel as the observation target and applies 2*2*2 experimental design method to analyze. The variables include price promotion range (fewer discount, larger discount); brand awareness (lower brand awareness, higher brand awareness) and information supply (shorter supply, richer supply). After taking questionnaires analysis, this research concludes: 1. When price promotion gets fewer, brand awareness higher and information supply richer, consumers¡¦ perceived quality and internal reference price will be higher. 2. When consumers¡¦ perceived quality gets higher, perceived transaction value higher, and perceived cost lower, their perceived acquisition value will become higher and so as their purchase intention. Based on conclusions of this research, when brand awareness is higher, price promotion will produce more significant effect on raising consumers¡¦ purchase intention. Secondly, marketing sectors can stop price promotion from becoming the negative signal to the quality by providing consumers with more related information. Thirdly, since perceived quality is the most important factor which will influence consumers¡¦ purchase intention, enterprises should concentrate efforts on raising the quality for effectively stimulating consumers¡¦ purchase intention.

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This study is to discuss the correlation between artificial buying desire and some of its influential variables, different price promotion on nth good and different buying motivation. For the purpose of study, 360 students of college degree and master degree in Taiwan are categories into five groups based on their buying motivation. They are (1) pursuit convenience group ;(2) pursuit fashion and convenience group; (3) pursuit fashion group; (4) pursuit relationship group and (5) unknowing motivation group. The conclusions of this study are presented as follows: 1. Consumers who face different price promotion on nth good in the convenience store have significant difference. 2. Consumers who have different buying motivation in the convenience store probably have significant difference. 3. Consumers of different buying motivation who have same promotion situation in the convenience store probably have significant difference. The conclusions above are significant to the management in the following aspects. 1. For students of college degree and master degree in Taiwan, nearly 20% still can be developed. 2. Convenience store which uses different price promotion on nth good should seriously consider its effect. 3. Convenience store should design different promotion activities for different consumer of different buying motivation, and try to separate them.

With the rapid development of Internet and E-Commerce in recent years, online sweepstakes have become one of the most favorite promotion tools. This study discusses the brand evaluation on interactivity of online sweepstakes,the complement of brand product-prize fit,the goal of brand product-prize fit and online users¡¦ demographics. This research adopts 2X2X2 experimental method and distributes online questionnaire, retrieving 387 samples and analyzing the data with SPSS 17.0. The results shows that the interactivity of online sweepstakes and the goal between the brand product and prize fit affect brand evaluation,but the complement of brand product-prize fit does not. Income and gender do not have moderating effect. Companies should held more highly interactive online sweepstakes and choose higher goal of brand product-prize fit product for prize.Thus,it will raise overall brand evaluation.This study therefore provides some practical advice to companies on online sweepstakes strategies in the future.

<p>Either it is because of some significant active trends in the business world, or the attractive cut of cost and increase in profit, companies now days are focusing on sales promotion activities. But in reality, most of companies that are introducing new products are not getting what they intend to get. They are facing loses. One of the reasons is lack of understanding which specific sales promotion is preferable at that stage.</p><p>As the authors described on the background of the study, a lot of studies have been done to indicate preferable sales promotional tools for consumer’s goods. Even though those studies have found significant results, there is still a gap which needs further investigation. According to those studies, the result that indicates the more preferable sales promotional tool have to be tested under different discount magnitude range and variety of products.</p><p>Based on the above gap the study has been undertaken with the purpose of comparing two dominant sales promotional tools: price and non-price sales promotion. This comparison has been done on three new different consumer goods that have different characteristics. The authors believe that this will contribute to fill the gap on the findings of previous researches on the area of sales promotion.</p><p>To fulfill the purpose of the study, descriptive and comparative type of study has been conducted by using controlled field experiment. Data has been collected by using structured questionnaire from three undergraduate classes of Umea University, Umea, which are (i.e., classes) selected using judgmental sampling. Collected data has been analyzed using SPSS-descriptive statistics.</p><p>The result reveals that, consumers of newly introduced consumer good will use the price of the product as a cue for a quality and prefer to have cash discount rather than gift offers. More ever, marketing stimuli (i.e. sales promotion) can have impact on the occurrence of the impulse buying behavior. Therefore, companies that are introducing a new consumer product and using price sales promotion as a strategy are more likely to attract new consumers and create impulse buying behavior, which result in an increase in sales.</p>

Either it is because of some significant active trends in the business world, or the attractive cut of cost and increase in profit, companies now days are focusing on sales promotion activities. But in reality, most of companies that are introducing new products are not getting what they intend to get. They are facing loses. One of the reasons is lack of understanding which specific sales promotion is preferable at that stage. As the authors described on the background of the study, a lot of studies have been done to indicate preferable sales promotional tools for consumer’s goods. Even though those studies have found significant results, there is still a gap which needs further investigation. According to those studies, the result that indicates the more preferable sales promotional tool have to be tested under different discount magnitude range and variety of products. Based on the above gap the study has been undertaken with the purpose of comparing two dominant sales promotional tools: price and non-price sales promotion. This comparison has been done on three new different consumer goods that have different characteristics. The authors believe that this will contribute to fill the gap on the findings of previous researches on the area of sales promotion. To fulfill the purpose of the study, descriptive and comparative type of study has been conducted by using controlled field experiment. Data has been collected by using structured questionnaire from three undergraduate classes of Umea University, Umea, which are (i.e., classes) selected using judgmental sampling. Collected data has been analyzed using SPSS-descriptive statistics. The result reveals that, consumers of newly introduced consumer good will use the price of the product as a cue for a quality and prefer to have cash discount rather than gift offers. More ever, marketing stimuli (i.e. sales promotion) can have impact on the occurrence of the impulse buying behavior. Therefore, companies that are introducing a new consumer product and using price sales promotion as a strategy are more likely to attract new consumers and create impulse buying behavior, which result in an increase in sales.

The essence of the getting popular online group-buying activities in the Internet age is that the price of products depends on the quantity of orders. The more the orders are gathered, the lower prices we can get. In addition, the price is always a major concern of consumers in shopping. Thus, the accumulated number of orders is of concern to the initiator and all consumers. In the past, some scholars also found the phenomenon of demand externalities. It indicates that the larger the existing orders are, the more consumers will join the group-buying. On the contrary, it is not easy to attract consumers to join the group-buying. So, if the number of orders increases fast and therefore generates the effect of demand externalities, the performance of group-buying will be improved. Therefore, this research, based the concept of free-options price promotion, explored if the quantity-based price promotion will affect the consumers¡¦ perceived value and intention to join the group-buying. Besides, the research also explored if the product preservation will moderate the effect of quantity-based price promotion on the consumers¡¦ perceived value. In this research, the quantity-based price promotion was manipulated as ¡§Buy five and get one free¡¨ in the experiment. A field experiment was done on NeGoGo group-buying website first. Then, based on the observation of the field experiment, an online experiment was designed and implemented. The result found that consumers have greater perceived value on price and emotion in a group-buying with quantity-based price promotion, but there is no interference effect of product preservation. Furthermore, when consumers have greater perceived value on price and emotion, their intention to join group-buying will be higher. Finally, compared to a group-buying with no price promotion, the average consumers¡¦ purchased quantity of group-buying with quantity-based price promotion is significantly higher. In other words, the quantity-based price promotion can improve the performance of group-buying transaction.

Recently, a new e-commerce business model is booming. It is an electronic-coupon based group-buying model. Its prosperous development has formed a big online group-buying market in which many new websites run similar electronic-coupon based group-buying models. This new electronic-coupon based group-buying model is very different from the traditional one. It is not only that the main type of the products is service-oriented, but also that the object of transaction is electronic coupons which provide the consumers privileges of getting the services in a limited time period. It completely changes consumer behaviors. For these reasons, this study explores how the electronic-coupon based group-buying model succeeds by reviewing the literature and analyzing the data collected from the online website. The results show that both the promotion price and discount rate impact the group-buying performance but the discount rate will have more impact than the promotion price. Further, the limited sale is a good strategy to improve the group-buying performance. Overall, the electronic-coupon based group-buying model performs well in restaurants, cinemas and entertainment industries.

This thesis investigates consumer search behavior in different contexts and its implications on certain market outcomes. It consists of three self-contained essays. Part one investigates if people search optimally and how price promotions (such as the provision of price discounts) influence search intensity and risk-taking behavior. We start with a typical sequential search task in a finite time horizon (with exogenously determined price dispersion) as the baseline treatment. In the two experimental treatments, exogenous discounts are introduced to the search process. The treatments differ in the amount of information on the discounts revealed to the subjects. Subjects’ search behavior is roughly consistent with optimality for a risk-neutral agent, but significantly influenced by the introduction of discount vouchers. We find that subjects’ search intensity is significantly reduced if they are in a shop that offers discounts, even when the monetary benefit induced by the discount has been taken into account. This suggests that people seem to gain extra non-monetary utility from buying a discounted product. Alternatively, subjects might overestimate the value of a discount. Following the findings in part one, we focus on price-framing effects of discounts on consumer search behavior in part two. In order to isolate the price-framing effect from all other possible influences, we adopt an extremely simple two-shop search model in which a consumer who sees the price for an item in a shop has to decide either to buy it or to incur a search cost to learn the ex-ante uncertain price in a second shop. The experiment is designed such that a rational buyer should make identical decisions in the base treatment (where prices are posted as net prices in both shops) and in the experimental treatments (where the price in one of the shops is framed as a gross price with a discount, holding the net-price constant). Using structural estimation of the observed risk preferences, we find that people tend to be more risk-averse and hence buy from the initial shop more often in the discount treatments, regardless of where the discount is offered. The seemingly trivial change to a discount-framing increases the complexity of the decision problem. Subjects reveal a tendency to stick with the comparatively less complex options more frequently as the complexity of the decision problem increases. However, this bias declines with experience, as subjects become more and more familiar with the framing. In part three, we study search behavior in a market experiment, where prices are determined endogenously by human players. More specifically, we examine the behavioral factors and the underlying mechanism which drive the widely observed asymmetric price adjustment to cost shocks (in a world with costly search behavior and information asymmetry). We show that price dispersion, as well as asymmetric price adjustment to cost shocks, arises in experimental markets, even though the standard theory predicts neither. We find that after controlling all the potential theoretical factors, the observed price dispersion can be explained by the presence of bounded rational play. Under price dispersion, asymmetric price adjustment arises naturally, as it is harder for buyers to learn that a negative cost shock has taken place. Learning is much quicker after a positive shock. / Thesis (Ph.D.) -- University of Adelaide, School of Economics, 2010