Research Of Supermarket Chain Price Promotional Tools Impact On Consumer Purchase Behavior

With the market economy and the development of global integration, the promotion price become the supermarket chain, as an important means of competition between the cost of price promotion is more and more get the attention of managers. However, due to domestic about the impact of price promotions on consumers’ purchasing behavior related research is less, the domestic supermarket chain managers often imitate foreign some successful cases of price promotions, due to differences in social, economic and political environment lead to the promotion effect is not ideal. In this paper, based on product features divided into different consumer buying behavior, explore the different prices of different promotional tools the influence degree of the consumer buying behavior, thus put forward according to different consumer buying behavior is the most effective price promotion tools.Chongqing Beibei exist several supermarket chain, which is representative of a yong hui supermarket, new century supermarket, supermarket, department store supermarket four, this paper takes the consumer as the research object,4chain supermarkets for price promotion tools to study the influence of consumer buying behavior, using empirical research method, qualitative and quantitative method of combining the analysis of survey data processing, so as to get effective results.This article altogether is divided into six chapters, in the content first of all, based on consulting a large number of related literature at home and abroad were reviewed in this paper, the research are summarized, put forward in this paper, we study the goal, in detail elaborated the price promotion and consumer purchasing behavior related theory and concepts; Secondly, based on the research results at home and abroad for reference, put forward on the basis of the research variables, design of the chain supermarket price promotion tools influence on consumer buying behavior questionnaire, put forward in this paper, the theoretical model and research hypothesis; Finally, this article by SPSS17.0, EXCE1and other software to collect data to carry on the empirical analysis, the empirical conclusions, and for the empirical conclusions put forward to improve the effect of chain supermarket price promotion improvement strategy.Through the above research work, the main conclusions are as follows:(1) The prices are different promotional tools for different consumer buying behavior affect the effectiveness of significant differences. Under habitual buying behavior, for consumers in the brand conversion, product trial, timing and purchase quantity this attitude of four aspects, the price of the most effective promotional tools are discount to the second is to buy a gift, the invalid promotional tools are returning to securities, which for the product trial lottery and return securities also invalid; Under the complexity purchase behavior, for consumers in the brand conversion, product trial, purchase timing and quantity of the four attitude, the price of the most effective promotional tools is to buy a gift, the price discount sales promotion tools are invalid; Under the purchase behavior of diversity, for consumers in the brand conversion, product trial, timing and purchase quantity this attitude of four aspects, the price of the most effective promotional tools are buying a gift, the invalid price promotion tools are draw.(2) Under the same purchase behavior, to the brand transformation, product samples, the price of the purchase quantity and purchase time is the most effective promotional tools are the same; Of brand switching, product trial, purchase quantity and purchase time most invalid price differences promotional tools, but the difference is not big.(3) The price promotion type to significant influence customers purchase intention. The habitual buying behavior diversity, complexity, purchase behavior and purchasing behavior, the different types of price promotion to significant influence customers purchase intention.(4) Consumer purchase intention has a positive correlation effect on consumer buying behavior. The habitual buying behavior diversity, complexity, purchase behavior and purchasing behavior, consumer purchase intention and brand conversion, product trial, purchase intention and purchase time, there is a positive correlation relationship.