The Research And Analysis Of Price Discount Forms On Promotional Effects

In numerous promotion methods, discount promotion has been widely used as direct money promotions, due to getting fastest effective in the short term, directly and strong promotion effect. But after determining to use discount promotion, there is still involves a problem that is how to describe the promotion information to the target consumers through media advertisement or store's site sales advertising, etc. Therefore, as for marketers how to choose one of the most effective price discount form which can make discount promotion achieve better promotion effect according to their own purpose has great significance.The author selected a large domestic recreational brand for case study, mainly aiming at its summer T-shirt of 2010 for research and take the brand consumers for investigation object. Adopt situational experiment within questionnaire, let those tested consumers to answer each questions in the questionnaire. Then using the one-way anova and regression analysis of SPSS17.0 to analysis the collected data. The paper mainly around the effected of consumers, perceptive value, internal reference price and promotion effects on price discount form for, the mediating role of perceptive value on influence of price discount forms on promotion effect, and internal reference price is the boundary conditions of price discount forms influence perceptive value. The content of this paper mainly includes the following aspects:1. By referring to the relevant documents,summarize domestic and overseas scholars' theories on price discount forms influence consumers' perceived value, purchase intention and promotion effect . Combining with the object of this study, this paper put forward the theoretical framework of the model and the research hypotheses that how price discount forms affect of promotion effects.2. First this article determines price level (high and low) and cut prices (high and low) of promotional products through the small sample investigation. On this basis, through in-depth interviewing consumers and consulting industry experts, according to the research model, finally form initial questionnaire of the article. After market research, reliability and validity inspection, the author modified and perfected the questionnaire, then finally formed a formal questionnaire that is suitable for this study. 3. Using SPSS17.0 statistical software to for analyze the data from valid samples and test and verify hypotheses. Mainly get following conclusions:1) Price discount forms affect consumers' internal reference price. When the product price is lower, the cut prices is higher, consumer' internal reference price decline more. When product price is same , cut prices has no significant effect on consumers' internal reference price, while when cut prices is same product price significantly affect consumers' internal reference price.2) Consumers' perceived value has significant difference when there is of different product price or cut prices are different. When cut prices is 50%, discount expressions has no significant effect on customer perceived value, While in 12% cut prices, there exists significant influence.3) Product price,cut prices and discount expressions all have significant influences on of the sales promotion effect and the communication effect. For different cut prices and price products, its main promotion effect is also different.4) Internal reference price can be used as boundary conditions of price discount forms influence perceived values. Perceptive value is intermediary variable that price discount forms influence promotion effect.This study comprehensive analysis the effect of price discount forms on consumers' internal reference, perceptive value and price promotion effect from product price, cut prices and discount expressions these three aspects. The on for consumers, and suitable for marketers formulated effective price promotion strategy provides certain guiding significance.