Gifts Promotional Research On Consumer Purchase Intention

Good wine needs no bush. But you have to do more to attract consumers. Today, consumers have more options. In order to attract customers,merchants noticed that they have to think of some way to get customers’ attention. Businessman often promotion to attract customers.Relative to the price promotion, gifts promotion is more advantageous to brand maintenance, so the gift promotion is more popular among merchants. But, it’s not so easy if you want to get good efforts. Some businessmen abuse gift promotion, but out of the force and have no effect. So this article wants to find out the effective method of gift promotion. From the point of hedonic and utilitarian, what kind of impact on consumer purchase intention when collocation of different gifts and products.This article uses the questionnaire survey method and situational simulation method to research Consumer purchase intention. Using statistical analysis software SPSS19.0 for data analysis and validate the proposed hypothesis. According to the analysis results show that the gift promotion effect is more better, When other factors were similar. At the same time, Found that the more related gift and the product, the more obvious promotion effect,when Gift interests, product and the consumer interest is consistent.So, I take some advice about gift promotion based on analysis results.