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促销方式对购买意愿及购买行为之影响-以联合利华个人用品为例

【中文摘要】:近年由于经济不景气,使得消费者在购物时变得更加精打细算,厂商往往需
要藉由各种不同的促销方式来吸引消费者购买。尤其当产品是我们生

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活息息相关的民生必需消费品时,促销方式变得更是重要,因为不管景气好坏或是物价高低,消费者都必须购买。本研究以民生快速消费品代表公司联合利华为例,研究促销方式对消费者购买意愿和购买行为的影响。本研究之目的如下:
1. 了解联合利华进行个人用品促销活动时,不同的促销方式下,对于消费者购
买意愿和购买行为的影响。
2. 探讨联合利华进行个人用品促销活动时,人口统计变项对于不同促销方式的
影响。
3. 探讨联合利华进行个人用品促销活动时,冲动性特质高低对于不同促销方式
的影响。

本研究整理五种联合利华个人用品促销方式,并根据研究目的发展问卷,透过纸本问卷及网路问卷,针对

szwox.com_068
曾经购买过洗髮乳、沐浴乳以及润髮乳或是未来会去购买消费者进行问卷发放,并以SPSS 20统计软体进行资料分析,,藉此了解消费者对于联合利华个人用品促销方式的购买意愿与购买行为。

本研究结果显示,性别对于不同的促销方式有显着的差异,男性较喜欢价格折扣的促销方式;女性则喜欢搭赠互补品的促销方式。另外,高冲动性购买特质的消费者较喜欢的促销方式为搭赠互补品,低冲动性购买特质的消费者较喜欢的促销方式为原产品增量。最后,高冲动性购买特质的人较易受到促销方式而产生购买行为;而低冲动性购买特质的人较不容易受到促销方式而诱发购买行为。
【英文摘要】:Consumers pay more attention on the price because of the financial recession these yeas. Companies need to provide various sales promotion to attract consumers to buy products. Sales promotions become more and more important especially when the products are relevant to our life because consumers have to buy them no matter in bad or good financial status. Therefore, this research uses personal products of Unilever as the subject to analyze the impact on purchasing intension and buying behavior with different sales promotion. The purposes of the research are as below:
1. To understand consumers purchasing intension in different sales promotions of
Unilever personal products.
2. To discuss the impact of different sales promotions on demographic variables of
Unilever personal products.
3. To discuss the impact of different sales promotions on impulsive trait of Unilever
personal products.
The research collects five sales promotion of Unilever personal products and to develop the questionnaire based on the res

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earch goal. To understand the consumers’ purchasing intension, the research focus on the consumers who had bought shampoo, body wash and conditioner or will buy in the future to fill out the questionnaire through the paper and cyber questionnaire and by conducting SPSS 20 to analyze data.
The result shows that gender will have different responses toward the different promotion types. Male prefer price discount, and female prefer complements promotion. Besides, high impulsive consumers prefer complements promotion, and low impulsive consumers prefer bonus pack. Also, high impulsive consumers easily tend to have purchase intention to buy products by sales promotion, and low impulsive consumers not easily tend to have purchase intention to buy products by sales promotion.
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  • 来源:中山大学;作者:丁建忠
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