Research On Promotion Statigies Of Supermarkets Based On Consumers' Purchasing Behavior

For the increasingly fierce marketing competiton,promotion has been an important mean of competition among the supermarkets and sales promotional costs has been the biggest item of the marketing expenditure of the supermarkets.But there is not so much research on promotion at home.Under this background, it is the urgent need of supermarket administrators to strenghten research on promotional effects. According to the behavioral and characteristics of consumer while purchasing, this paper starts with the features of the goods themselves and study how to choose promotional tools to reach the better promotional effects.Firstly this paper reviews former research literature, summarizes academic research results of the scholars in and out of China on respects of consumption behaviour theory related to promotion and comparison of the effects of promotional tools. Based on literature review, by using experience of former scholars for reference, according to practical needs, this paper will research the effectiveness of various promotional ways under different purchase behaviour based of goods.Through analyzing promotional information published by some supermarkets on Yinggou Net for Xian, this paper found that the four promotional ways which were prefer by the supermarkets are special price, lottery, preferential packages and gifts with buying. Consumer will manifest different buying behaviours when they buy food, daily necessaries and household appliance.So we decide the specific research contents,which is relative effective of the four promotional ways under three different buying behaviours.The research results indicate that influence of promotional ways on consumer's willingness to buy is relative to buying types. For habitual purchase, the most effective promotion way is preferential packages; because the effectiveness of four promotional ways which the supermarkets used frenquently variety-seeking purchase are not very well, so we need to design new promotion way;gifts with buying is the most effective promotional way for complex buying.So, before the promotional way is decided, supermarket administrators should make clear who were the target consumption group.According to behavioral and psychological characteristics of the group when they buy promotional goods, the most effectiveness promotion way sould be choosed.