The Effect Of Price Discount And Gift Promotion On Consumers' Purchase Intention Of Organic Agricultural Products

With the increasing attention of the public for their own health and environmental protection,green consumption came into being.However,due to the high price of green products,the sales channel and consumer awareness is not high,resulting in poor sales of green products.Organic agricultural products as a kind of green agricultural products,the production process is more stringent,the certification process is more complex,so the plight of organic agricultural products are more severe than green products.How to improve the sales of organic agricultural products,quickly open the market has become a common concern of businesses and scholars.At present,the research on the purchase intention of organic agricultural products mainly focuses on the characteristics of the consumers,but not on the consumption situation.Through reading the literature,we can find that sales promotion can effectively improve the sales volume,and the adjustment orientation and the price of organic agricultural products have an impact on the purchase intention.However,the effect of different promotional methods makes obvious differenees.In this paper,the influence of price discount and gift promotion on consumers' willingness to purchase organic agricultural products is studied by experiment.According to the experience of previous studies,this paper uses experimental method,verified the organic agricultural products promotion and price to consumer perception promotion interests differences,which led to the purchase intention,verify the promotion framework and trait regulatory directional effect on organic agricultural products purchase intention.Based on the maturity scale,through the questionnaire,collected a total of 336 valid questionnaires,using SPSS 23 software for data analysis concluded that,in most case,the effect of price discount is better than that of gift promotion.In addition,this paper analyzes the influence of organic agricultural products prices on consumers' purchase intention in the sales promotion,found in the promotion conditions through research,organic agricultural products,its price limited impact on consumers purchase intention.Based on the results of this study,suggestions and research prospects are put forward.This paper studies the purchase intention of organic agricultural products from the perspective of promotional activities,expands the research fields and contents of organic agricultural products industry in China,and provides theoretical support for the promotion activities.