An Empirical Research Of The Impact Of Hunger Marketing On Customer Behavior Intention

As a result of the increasing pressure from fierce market competition, enterprises have been constantly evolving its market strategy."Hunger Marketing", a newly evolved marketing approach has been adopted as part of the marketing strategy by many companies."Hunger Marketing"means the supplier's intentional reduction of the productivity, in order to be in control of the consumer and supplier relationship, and to create an illusion of supply shortage, hence to achieve a purpose of keeping a higher price and higher profitability."Apple"is a typical example of successfully implementing"Hunger Marketing"strategy. Since the introduction of iPhone 4 to the newest iPad 2,"hard to get"is the common mind-set of all consumers regarding"Apple's"products. The state of art design and technology, and the accumulated reputation in the electronic industry is what makes Apple's"Hunger Marketing"strategy successful.The best marketing strategy is not about selling product. It is about luring consumers into being happy of buying the product. Therefore, in today's fiercely competitive market, it is critical for a business to increase customer satisfaction, and ultimately affect customers'purchasing behavior. This thesis is based on the relevant theories of CPV(customer perceived value) and the principle of scarcity to study how various"Hunger Marketing"approaches affect B(Ibehavior intention) differently. Thus, help enterprises better understand consumers'reactions to the different approaches, and better utilize this approach as part of the marketing strategy. The research is based on studying relevant domestic and foreign documents to construct a model of the relationship between combination of different"Hunger Marketing"attribution and customer behavior intention, which is proved by empirical method. This thesis consists of five chapters:Chapter One introduces the background, purpose, methodology, design procedure and innovative points of this research.Chapter Two reviews the relevant concepts & theories, thus analyzes the impact of CPV to marketing strategy and customer behavior intention.Chapter Three consists of modeling concept and research assumptions of this research, which includes, model design, assumption proposal, variable definition and testing, survey design and data analysis methodology.Chapter Four consists of the empirical analysis of this research.Chapter Five includes the conclusion, marketing advice and post research suggestion.The result of the research indicates that"Hunger Management"(time lagging and limited distribution) and its combinations have great enhancing effect on customer perceived value and customer behavior intention. Product's perceived quality played an important role of adjusting when applies"Hunger Management"strategy. Enterprises that adopt"Hunger Management"as their marketing strategy need to apply the right strategic combination based on the nature of their products. It is the only way to effectively utilize the effect of"Hunger Management"strategy to increase market share and profitability.