The Impact Of The Sale Promotion Frequency On The Commercial Retail Brand

Sale promotion is core content in the 4P theory, and becoming the retailing's absolutely necessary means in the marketing. Retailers often use sale promotions like price discount, Coupons and Sweepstakes or games in order to attract customers to improve distribution. To the customers though the sale promotion they can buy more cheap things than usual; to the retailers, sale promotion can enhance the distribution in short term.But what impacts on retailing in the future if use the sale promotion frequently. Most researches indicate that frequency sale promotion is bad to the commodity's brand equity. Does the sale promotion benefit or bad to the commercial retail brands? And how can the retailer to use this tool perfectly? They are all important to the retailer and researchers.Depend on this, the paper take a research on the commercial retail brands equity though the sale promotion frequency. It divided brand equity into three parts-- perceived quality, buying behavior and brand loyalty to measure. And the table we used to satisfied is very scientific reference on several foreigner scholar. We choose middling retailing-Zhong Nan shopping center for research, and on the assumption that it has 5 or 10 large-scale promotions in the year. We choose the students in Huazhong University of Science and Technology for stylebook to measure how the sale promotion frequency impact on the commercial retail brands equity. By the way, we also used to interview many students to validate our conclusion.The conclusion indicates that more sale promotion is good for the commercial retail brands equity, especially on buying behavior and brand loyalty. But as a whole the impact is limited.