These days, consumers are living in a flood of frequent sales promotion practices. They encounter every day low price, seasonal price off, special price discount, free gift, buy one get one free, and other promotions in their daily lives(Promo Magazine,2010).Sales promotions have become more usual, more repetitive, and longer practices than before. Exploration of sales promotion effect has become one of the most popular issue to discuss in the study of marketing.
This study wants to examine what kind of promotion is the most effective. There were four kind of normal promotion: free gift for customer¡Bdiscount¡Bdonation with cash and donation with gift. We found that no matter who get the benefit from the promotion, monetary promotion will be more effective than non-monetary promotion in purchase intention and brand attitude of consumers. And this conclusion is different to the past study which said that monetary promotion will determine the brand attitude.
The results indicate that monetary promotion can not only increase the purchase intention but also can improve the brand attitude. This study also compares two kind of promotion type one by one, so that company can choose the promotion type depend on which promotion activity the competitor use. And we found that it¡¦s may probably harder to induce student to donation because of the limitation of disposable income. So we can¡¦t use the cause-related promotion when our main customers are students.
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0813112-200046 |
| Date | 13 August 2012 |
| Creators | Lai, Pei-Ying |
| Contributors | Shyh-Jer Chen, Chi-Cheng Wu, Min-Hsin Huang |
| Publisher | NSYSU |
| Source Sets | NSYSU Electronic Thesis and Dissertation Archive |
| Language | Cholon |
| Detected Language | English |
| Type | text |
| Format | application/pdf |
| Source | http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0813112-200046 |
| Rights | user_define, Copyright information available at source archive |
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