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研究生:高潔
研究生(外文):Chieh Kao
論文名稱:產品類別與超市促銷形式之關聯性
論文名稱(外文):The Relationship of Product Category and Promotion Type on Supermarket
指導教授:黃銘智黃銘智引用關係
口試委員:蔡明達王鴻祥
口試日期:2012-07-27
學位類別:碩士
校院名稱:國立臺北科技大學
系所名稱:創新設計研究所
學門:設計學門
學類:綜合設計學類
論文種類:學術論文
論文出版年:2012
畢業學年度:100
語文別:中文
論文頁數:83
中文關鍵詞:促銷形式產品消耗量消費者購買行為
外文關鍵詞:Promotion formsProduct consumptionConsumer purchasing behavior
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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。


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.

目 錄
中文摘要 i
英文摘要 ii
誌謝 iii
目錄 iv
表目錄 vi
圖目錄 viii
第一章 緒論 1
1.1 研究背景與動機 1
1.2 研究目的 3
1.3 研究流程 4
第二章 文獻探討 6
2.1消費者購買行為 6
2.1.1 消費者行為模式 6
2.1.2 消買者特徵 7
2.1.3 消買者決策 7
2.2促銷活動 10
2.2.1 促銷概況 10
2.2.2 促銷的定義 11
2.2.4 促銷的形式 12
2.3產品屬性 15
第三章 促銷形式與產品屬性調查 16
3.1促銷形式認知調查 17
3.2產品屬性調查 21
3.2.1 產品購買考量特性 21
3.2.2 產品消耗量調查 25
3.3促銷與產品屬性之關係 33
第四章 實驗設計 35
4.1實驗流程與架構 35
4.2實驗規畫 36
4.3問卷設計 37
4.4實驗場地及受訪者招募 40
第五章 實驗結果與討論 41
5.1消費者特徵與促銷效果之關係 41
5.1.1 消費者特徵分析 41
5.1.2 消費者特徵與促銷效果之分析 43
5.2 產品屬性與促銷效果之關係 46
5.3各象限之特例產品與促銷成效之分析 50
第六章 結論與建議 55
參考文獻 57
附錄 60


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