The Influence Of Promotion Strategy On Consumer Purchase Decision

Vision is a feeling of mankind,which is mainly produced by light stimulation in people’s eyes.The people’s eyes is a kind of sense organs,a lot of information can be got through the eyes.Usually,the psychologist study the processing mechanism of human information through eye movement.In recent years,the sales promotion’s position continuously improve and plays an important role in the enterprise,more and more enterprises marketers and managers to use promotion strategy to attract consumers’ visual attention,cause consumer purchase decision making.However,promotion strategy including promotion types and promotion levels,and how they affect consumer’s purchase decision,whether there are differences in the eye movement index? If there are differences,how is the difference? The research of these problems has important practical significance for enterprise marketing and consumer purchase.In this research,using the methods of eye movement,undergraduate and graduate students at Jianghan University in Hubei,Wuhan,are selected as subjects,through two eye movement experiment research,under the same promotion levels of eighty percent,the discount,coupons and gifts of three different promotions on consumers’ purchase decision.what’s more,when discount’s promotion levels is eighty percent,coupons and gifts of two promotion levels are seventy percent,sixty percent and fifty percent,how much is the coupons and gifts promotion levels,consumer thought the coupons and gifts’ s promotion levels’ value perception is the same for the discount’s promotion levels’ value perception,and whether there are differences in the eye movement index,which affect the consumer’s purchase decision,and the data of the experiment is analyzed by SPSS18.0.The results of the research show:(1)under the condition of eighty percent,discount,coupons and gifts have significant difference between the fixation count and fixation time,discount’s fixationcount and fixation time is the most,coupons is the second,gifts is the last;there is not a significant difference on the fixation average pupil size,but discount’s fixation average pupil size is the most,coupons is the second,gifts is the last.(2)when discount’s promotion levels is eight percent,the coupons’ promotion levels is seventy percent or more,discount and coupons have significant difference between the fixation count and fixation time,the coupons on fixation average pupil size does not have a significant difference,but coupons’ fixation average pupil size is more than discount’s fixation average pupil size;when discount’s promotion levels is eighty percent,the gifts’ promotion levels is sixty percent or more,discount and gifts have significant difference between the fixation count and fixation time,the gifts on fixation average pupil size does not have a significant difference,but gifts’ fixation average pupil size is more than discount’ fixation average pupil size.According to the research results and discussions on marketers and managers to provide relevant management suggestions on setting up and implementation of promotion strategy,improve the sales of enterprise and the promotion of consumer’s purchase decision.