Promotional Tools on Consumer Purchase Behavior-A Case of Zhengzhou Low-end Liquor Market
|School||Jiangsu University of Science and Technology|
|Keywords||promotion consumer behavior liquor market structural equation model|
As liquor brand continue to multiply and market competition increasing, a number of promotion- tools are frequent used by many liquor companies to get limited customer resources and accomplish sales plans. However, what kinds of effect the promotion-tools stimulate consumers? How to use promotional tools and combinations to get a more effective marketing results by companies? All above these questions has been considering by the marketing manager. In order to provide reference information for marketing-manager make relevant decisions, this paper take low-end liquor market in Zhengzhou for example, starting from the perspective of consumer behavior, studying promotion-tools and their combinations effect on consumer attitudes and behavior of purchasing decisions.This paper firstly reviews the relevant literature and summarizes the domestic and foreign scholars in consumer perception, the mechanism of promotion and other aspects of research results. After that, on this basis, choosing price discount, buy one get one free, shopping gift and sweepstake our promotional tools for research object, the paper analyses what different effects on consumer’behavior and purchasing decision among four promoting-tools.Taken a questionnaire survey of 189 liquor consumers in Zhengzhou, this paper carried out the reliability and validity of inspection, factor analysis and variance analysis for those first-hand investigation data by the statistical software SPSS13.0, furthermore, the structure equation model analysis is taken by the statistical software AMOS7.0 to judge the authenticity of hypotheses.Companied by the application of structure equation model ,the paper draw the following conclusions: price discount is the most effective but the largest negative effect; sweepstake is the least effective but the minimum negative effect; the main role of shopping gift is increase consumer purchases and advance buy- time; the main role of buy one get one free is guide consumers to switch brand; the main function of price discount is guide consumers to switch brand and increase purchases; the main function of sweepstake is foster consumers’brand-loyalty and increase consumer purchases.