The Influence Of Customer Psychology Alteration By Learning On The Effect Of Discount

While the definition of promotion is not uniform, but it is quite the same understanding of the usefulness of it, that it is short-term sales of products or services to stimulate business growth accelerator (George,2000). Because of this, the promotion has obtained many super attention in particular small businesses and the new product manager's approval. In fact, the promotion is like a double-edged sword, will hurt the enemys, will hurt themselves. Kant said, "Where there is certainly reasonable, reasonably inevitable." The promotion because its creation difference ability comparatively lowers and has the strong price competition color, when it was used in the improper time, the entire industry maybe has a tremendous negative influence to the enterprise.In the last few years, that the global business promotion expense and the intensity continue to grow had already became a fact, but the people actually discovered the promotion drew the function to the consumer and the channel to vary directly more and more weakly. In intense market gambling, excessively promotes sales has caused some industries to fall into "the promotion trap" to be inescapably involved. Of course, this situation is caused by many factors, such as the growth of retail power, brand proliferation control and the reduce of advertising effects, Short-term selling pressure and the emphasis on profitability and marketing managers to "admire." However, existing studies, the combination of consumer promotion effectiveness of psychological research has been neglected .This article attempts to study the angle from the consumer, studies the theory using the society, and the union concrete promotion way-puts crease in it, reduces an intrinsic machine manufacture more profound discussion to the domestic promotion effectiveness, and according to the above proposes the general management counter measure, also provides the certain management enlightenment to the certain management enlightenment to the enterprise.The full text altogether is composed by 4 chapters.In Chapter 1 ,first acts according to the theory to the promotion effectiveness difference, and in the last few years the global business promotion expense continues to increase progressively but the effect actually barely satisfactory reality, proposed this topic. To ensure the integrity of the entire system theory and systematic analysis of the issue and the course of the study, we use a standardized comprehensive research and empirical research methods. On one hand, the use of research to create a standardized analysis of the conceptual framework of consumer learning effect, fully to ensure all the theoretical basis for the study. On the other hand, we study the use of empirical research to prove the practicality of the framework to ensure that research be used to guide the practice of marketing.In addition, this chapter also proposed the topic research innovation and the research value, that is a combination of specific promotional tool– discount, consumer study to explore the effect of psychological factors on the effectiveness of marketing, with a view to domestic manufacturing enterprises, retail enterprises and the relevant state departments inspiration.In chapter 2 , this chapter against the purpose of this research study and research objectives of the overall framework for consumers . Consumer motivation of the competitive environment, including produce, consumers learn the ways and means of access to basic information, Consumer learning process and the psychological factors in the study before consumers to reduce their marketing effectiveness. The conceptual framework, we will be subdivided into three acts to promote the use of "normal behavior",namely the consumer occurs when the purchase behavior receives putscrease in it the promotion attraction intense degree; " conscious behavior " , namely the consumer on own initiative uses related puts crease in itthe promotion rule or the knowledge instructs the purchase essentialitem the behavior degree; "rational behavior ", namely refers to the consumer to put crease in it the promotion tohave the very strong discrete manner only to have when essential orreally believes firmly is unmistakable only then purchases puts creasein it the promotional material behavior degree.According to the behavior of the real reasons to reflect lower sales effectiveness .Is similar to other all societies to study is same, the consumersimilarly comes about the promotion study from Yu Gezhong enterprise'sstimulating with the strengthening. These customs result in theknowledge had decided the consumer uses the promotion the behaviorpattern, uses the behavior including the consumer the frequency, howmuch, strategy arrangement and so on. Moreover the consumer can changeabout the promotion market experience and the knowledge along with theenterprise strategy unceasing change. In fact, the promotion useexperience which will produce by the study forms the interactionfunction with the enterprise market behavior. On the one hand, themarket behavior unceasingly strengthens consumer's studyconsciousness; On the other hand, the consumer custom results in theexperience will be able to accumulate Cheng Xin the psychologicallevel. But this kind of psychological structure change can unceasinglyaffect its behavior. Therefore, actually we did have the necessity toclarify the consumer related promotion study to have what kind ofinfluence to its psychology, as well as how did this kind ofpsychology also is affect to the promotion.In Chapter 3 , this chapter discusses the psychological impact on the consumer level to make discount sales results in the framework of a comprehensive analysis of the system .·Social stereotypesThis stratification plane factor is possible has the close relation to the domestic promotion effectiveness reduces. Looked from the scholar analysis and the news report that, promotes sales domestically has as if with "false, the deceit" and so on the significance "the social mechanical impression". Psychology is "price suspicion", "quality suspicion", "inventory suspicion", "fashion suspicion".·Excessively promotes sales social cognitionThis stratification plane factor is possible has the close relation to the enterprise excessively competition. The promotion is one kind of marketing tool------easy to imitate and has rich attack, slightly carelessly, can cause the aspect which the entire industrial internal competition pressure abuses. Excessively promotes sales social cognition including three stratification planes: "the style fixed effect", "the numb effect", " promotion sensitivity effect".·Promotion rule understandingThis stratification plane factor is possible has the close relation to the consumer consciously study and the summary concern . If promotes sales in a disorderly way, the consumer can know and use its strategy arrangement. The promotion rule cognition may sum up to four stratification planes: "retailing promotion knowledge ", " season promotion knowledge ","product brand knowledge"," store brand knowledge ". Promotion drive effectIf the above three stratification planes are social cognition manifesting, then this effect refers to the individual after the strengthened unique psychology responded, between that, it manifests the consumer and the enterprise drives the interaction relations. The promotion drive effect may divide into two levels: "The positive motivation effect", " negative motivation effect".In chapter 4,The methods used to conduct investigations in Shanghai, Haikou , Changchun , the reign of the three cities launched a questionnaire survey. 350 questionnaires was provided, actually recovered 300. The Likert Scale five minutes, SPSS13.0 version of the standard data processing software used for analysis. In this paper ,the structure of the model used all the tools of measurement reliability and validity of test results showed good. To achieve the final goal of this research study, the structural model using multiple regression methods to the specific parameters of the regression analysis .The results show that the numbness caused by the effects of excessive marketing, promotion rules , as well as the quality suspicion caused by the false marketing deal with the question about the effects of reduced effectiveness of promotional discounts bear the main responsibility .The conclusion reminder merchant, the domestic consumer related falsepromotion "the social mechanical impression" still exists, theenterprise must maintain the effective communication with theconsumer, in puts crease in it in the promotion implementation processto be supposed fully to its demonstration promotional materialquality, the design and so on the important information, heighthensthe purchase confidence. The home put crease in it the promotion numbeffect already to appear, the enterprise had to be vigilanteffectiveness deactivation which excessively promoted sales brings,simultaneously in view of the fact that the consumer ability to selectand the resolution capability unceasingly were enhancing, themanufacturer and the retail merchant all had fully to use its brandeffect, further strengthened the cooperation, and established the goodrelations with the consumer. Natural this article also has the limitation. As a result of the time,the manpower, the financial resource and so on various aspects reason,this research sample quantity is smaller. This topic also for studied other domains which the consumer competedto develop the mentality, from now on might unify other concretepromotion tools (for example to return ticket, to buy presents as agift, pulls out prize and so on) and from aspect and so on socialclass, regional disparity comes the depth to discuss the consumer tostudy the effect the psychological factor to the promotion effectinfluence.