| With the fierce competition among the market, the promotion has become anextensive way to open up a market. The battle of promotion among enterprises becomesmore and more fierce, and its form varies from time and time. Many enterprises intendto stimulate consumers to purchase commodities by promotion. In fact, the studiesfound that an unsuitable promotion couldn’t stimulate consumers’ purchasing power,but it would bring a negative influence to consumers or make goods even more difficultto sell. Three commonly promotions in home market will be mentioned in this studywhat are Cash Discount, Gifts and Return Coupon. When the three promotions are inthe same promotion strength, it finds that the Cash Discount pattern affects purchasewill most, then, the Gifts pattern and the least is the Return Coupon pattern. In this study,we set clothes industry for an example and promote the strength of Gifts and ReturnCoupon in order to do a research on how the three promotions affect the purchase willwhen the interests of the consumer perception changes.This research collects the data through the investigation of questionnaires and usesSPSS.17.0to analyze it and to prove the assumptions which mentioned in the study. Theconclusions are drawn as following: When it raises Gifts and Return Coupon by a smallmargin to make the strength of Return Coupon is the largest, next Gifts and then CashDiscount, it finds that Cash Discount affects consumers’ perceived benefits most, Giftsand Return Coupon have no significance difference on consumers’ perceivedbenefits.when the enterprise set promotion strategy, they should master the consumers’psychology and chose different promotions based on different purposes. |
