Comparative Research On The Impact Between Sales Promotion And Different Types Of Products For Consumers’ Buying Behaviors

With the development of market economy and people’s living standards, people’s consumption patterns have changed and the market has been transformed from the traditional meaning of the seller’s market into today’s buyer’s market, making consumers more important than before.In order to acquire consumers and stand out among many competitors, enterprises use sales promotion to gain the attraction from consumers as well as to increase sales and to extend volume growth. However, a coin has two sides. There are some disadvantages of sales promotion, such as a variety of promotion activities and lack of innovation, resulting in the less of buying desires of consumers as well as the loss of consumers. In order to reach the goal of sales promotion, enterprises must take consumers into consideration and explore the relationship between sales promotion and consumers’ buying behaviors deeply. Only when enterprises clearly know how different promotional tools affect consumers’ buying behaviors, can they work out effective promotional plans and reach promotional goals, making every point in the promotional cost worth.Combined with existing studies, most of the scholars explore the relationship of sales promotion and consumers’ buying behaviors while few study the relationship based on different sales promotions. What’s more, many scholars study consumers’ buying behaviors according to different kinds of consumers while few explore buying behaviors from repurchase behavior, cross-buying behavior and upgrading behavior. Last but not least, studies have ignored the importance of different types of products.Based on the above reasons, this paper is different from previous studies. It focuses on retail, by using discount, coupons and freebie as the measurement dimensions of sales promotion, and introducing three variables to test buying behaviors, such as repurchase behavior, cross-buying behavior and upgrading behavior, and taking types of products as moderating variable, proposing the conceptual model different types of sales promotion and buying behaviors as well as eighteen hypotheses.According to the conceptual model and research hypotheses, the method of experimental design is used and investigated students of Guangdong University of Technology to obtain empirical data and simulated six situations. Following, use contingency table, analysis of variance and so forth, to analyze the date and test the hypotheses.The result shows that for high degree product involvement, different sales promotions have significant effects on different consumers’ buying behaviors and discount is the most effective tool for buying behaviors, followed by freebie and coupons; for low degree product involvement, discount and freebie have the positive effect on buying behaviors while coupons has the worst effect on them.Based on the results, some management suggestions are given for the enterprises.