The impact of different type promotion on consumer’s perceived quality and perceived value
|關鍵字:||促銷;知覺品質;知覺價值;promotion;perceived qulaity;pecreived value|
Many company use sale promotion to stimulate consumer’s purchase, however, sale promotion would cause negative quality of product on consumer’s perception. Although consumer could save their expense by sale promotion, they think the price of discount is the true price and change their evaluation from positive attitude to negative attitude. From the counteraction of the money reduction and quality perception, would consumers feel negative perceived quality and perceived value by price discount, and would they feel higher quality perception in gift promotion than in price promotion? The purpose of this research is to investigate consumer’s perceived quality and perceived value by different type of promotion, and the relation of perceived quality and perceived value, perceived value and purchase desire. Furthermore, to examine the effect and variation by high price level and low price level. The experiment product is food service for the similar proportion product and service. A 3*2 factorial design experiment was employed in this study. Descriptive statistics, reliability analysis, factor analysis, one-way ANOVA and T-test was used to test the hypotheses. The major findings of this experiment include: 1. The consumer won’t perceive negative quality by price promotion. 2. The consumer’s perceived quality is higher in non-price promotion than in price promotion. 3. The consumer’s perceived quality is higher in the price level than in the low price level. 4. The price level and the promotion type will not have interaction on consumer’s perceived quality. 5. The consumer will feel higher perceived value in price promotion than in non-price promotion. 6. The consumer will not perceive negative value by price promotion. 7. The relation of consumer’s perceived quality and perceived value is positive. 8. The relation of consumer’s perceived value and purchase is positive.
|Appears in Collections:||Thesis|