Dissertations / Theses on the topic 'Promotional price'

The usual theoretical assumption that the retailer's promotional activities serve the purpose of attracting customers into stores lacks empirical verification. The relationship between promotional activity and customer count is examined empirically in just a few studies, and no significantly positive association is found. This dissertation is a comprehensive empirical study of a unique time series cross section dataset, which contains scanner data representing 28 product categories in a large supermarket chain over two and a half year long period. The main result of this dissertation is that retailer's promotional activities are positively related to customer count. Two constructed measures of the promotional activity have a positive significant effect on store traffic that is comparable with the customer count effect of an average holiday. Some 55 percent of the positive long-run promotional activity effect is felt immediately, and the remaining 45 percent is spread over a five week long period. The promotions have prolonged effects that last until the next promotional peak -€“ the next holiday. It is also found that promotional discounts have positive and significant effect on store profit.

This dissertation contains three essays on theoretical analysis of pricing and promotional strategies. Chapter 1 serves as a brief introduction that provides a motivation and an overview of the topics covered in the subsequent chapters. In Chapter 2, we study optimal couponing strategies in a differentiated duopoly with repeat purchase. Both firms can distribute defensive coupons alone, defensive and offensive coupons together, or mass media coupons. They can also determine how many coupons to offer. Allowing consumers to change their tastes for the firms' products over time, we find that the optimal couponing strategy for the firms is to only distribute coupons to all of the customers who buy from them. The effects of intertemporally constant preferences and consumer myopia on the profitability of the optimal couponing are investigated as well. Chapter 3 examines the profitability of behavior-based price discrimination (BBPD) by duopolists producing horizontally differentiated experience goods. We consider a three-stage game in which the firms first make price discrimination decisions followed by two-stage pricing decisions. The main findings are: (i) there are two subgame perfect Nash equilibria where both firms do not collect information about consumers' purchase histories so that neither firm price discriminates and where both firms collect consumer information to practice BBPD; and (ii) BBPD is more profitable than uniform pricing if sufficiently many consumers have a poor experience with the firms' products. The asymmetric case where one firm produces experience goods and the other search goods is also investigated. Chapter 4 provides a possible explanation of the fact that one ticket price is charged for all movies (regardless of their quality) in the motion-picture industry. Considering a model a la Hotelling in which moviegoers form their beliefs about movie quality through pricing schemes to which an exhibitor commits, we characterize the conditions under which committing to uniform pricing is more profitable than committing to variable pricing. The welfare consequences of a uniform pricing commitment and some extensions of the model are discussed as well.
Ph. D.

Either it is because of some significant active trends in the business world, or the attractive cut of cost and increase in profit, companies now days are focusing on sales promotion activities. But in reality, most of companies that are introducing new products are not getting what they intend to get. They are facing loses. One of the reasons is lack of understanding which specific sales promotion is preferable at that stage.

As the authors described on the background of the study, a lot of studies have been done to indicate preferable sales promotional tools for consumer’s goods. Even though those studies have found significant results, there is still a gap which needs further investigation. According to those studies, the result that indicates the more preferable sales promotional tool have to be tested under different discount magnitude range and variety of products.

Based on the above gap the study has been undertaken with the purpose of comparing two dominant sales promotional tools: price and non-price sales promotion. This comparison has been done on three new different consumer goods that have different characteristics. The authors believe that this will contribute to fill the gap on the findings of previous researches on the area of sales promotion.

To fulfill the purpose of the study, descriptive and comparative type of study has been conducted by using controlled field experiment. Data has been collected by using structured questionnaire from three undergraduate classes of Umea University, Umea, which are (i.e., classes) selected using judgmental sampling. Collected data has been analyzed using SPSS-descriptive statistics.

The result reveals that, consumers of newly introduced consumer good will use the price of the product as a cue for a quality and prefer to have cash discount rather than gift offers. More ever, marketing stimuli (i.e. sales promotion) can have impact on the occurrence of the impulse buying behavior. Therefore, companies that are introducing a new consumer product and using price sales promotion as a strategy are more likely to attract new consumers and create impulse buying behavior, which result in an increase in sales.

Mestrado em Marketing
Este estudo de caso pretende analisar a evolução da estratégia promocional das empresas de grande consumo em Portugal, desde 2012, após a campanha promocional do Pingo Doce, a 1 de maio do mesmo ano. O objetivo é compreender como é que as FMCGs' reagiram e criaram estratégias para combater ou alinhar-se com uma dinâmica promocional agressiva. São abordadas temáticas de pricing, ajustamento de preço e relacionamento entre produtores e retalho, que têm sido pouco estudadas e podem ter relevância para compreender a dinâmica promocional no nosso país. Adotou-se uma abordagem qualitativa e estratégia de estudo de caso. Assim, foram conduzidas diversas entrevistas informais ao longo de meses, juntamente com entrevistas estruturadas a peritos de FMCG. Concluiu-se, no final deste estudo, que as FMCGs' líderes de categoria se tornaram parceiros estratégicos dos retalhistas, trabalhando em colaboração com estes e alinhando conjuntamente as estratégias promocionais. Desta forma, foi possível criar um maior equilíbrio de poder entre ambos os lados. Acrescente-se ainda que, recentemente, surgiu um novo conceito de pricing, Every Day Promo Price, com frequências promocionais constantes. Para que tal aumento de frequência fosse sustentável para as FMCGs', foi necessário negociar uma redução na profundidade de desconto.
This case study aims to analyze the evolution of the promotional strategies of FMCGs' based in Portugal, since 2012, following Pingo Doce's 1st of May promotional campaign. The objective is to understand how FMCGs' reacted towards new aggressive promotional strategies established by retailers; it will be analyzed how FMCGs' collaborated or confronted these. The themes of pricing, price adjustment and relationships between producers and retailers will be studied. In the past, these have not been explored exhaustively and may play an important role to understand the Portuguese promotional dynamics. A qualitative case study approach was adopted, in which informal interviews over the last few months, and structured interviews with FMCG specialists took place. From the findings in this study, one can conclude that category leader FMCGs' became retailers' strategic partners, working alongside and defining the promotional strategy together. Therefore, it is possible to create a power balance between both sides. Also, recently, a new pricing strategy was found, Every Day Promo Price, which consists in a constant promotional frequency. FMCGs had to balance frequency by reducing promotional discounts depth, to have a sustainable strategy.
info:eu-repo/semantics/publishedVersion

This study is one of the first of its kind to examine actual consumer purchasing decisions for forest products certified by the Forest Stewardship Council (FSC). Consumer purchasing was examined based on the presence or absence of a promotional brochure and a price premium for red oak and yellow poplar surfaced-four-sides (S4S) boards. This research also compared typical demographic factors for purchasers and non-purchasers of FSC certified S4S boards. Finally, the study examined subscales from a previously designed ecoscale to determine whether two of the subscales were effective predictors of the sale of FSC certified boards. Due to significant interactions between the price premium and the promotional brochure, Analysis of Variance (ANOVA) statistics could not be interpreted. However, these strong interactions indicate that these two factors are interdependent. Examining respondents' understanding of the trade term, "certification," showed that most did not understand the term as it is used by the forest products industry. Respondents did not link certification directly with the environment, but rather stated that it was a measure of quality excellence. This illustrates that the forest products industry must use more specific descriptions that consumers will understand when referring to certification. Based on survey results from this study, a large proportion of respondents who paid more for FSC certified boards were unable to recall whether they had cost any more than the alternative product. Respondents of this study were not found to have a high level of confidence in the environmental claims of any group. These included forest products companies, industry associations, and independent organizations. The subscales of a previously designed ecoscale were not found to be strong indicators of a respondents' likelihood to purchase FSC certified S4S boards. This project should be seen as a starting point for additional researchers interested in studying actual purchase decisions of consumers of environmentally conscious products, such as certified hardwood boards.
Master of Science

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O presente estudo tem como objetivo investigar a sensibilidade do consumidor a preço após promoções com diferentes percentuais de desconto em produtos líderes e não líderes e com duas maneiras distintas de comunicação da oferta. Tal questão é relevante, pois um plano de oferta otimizado possibilita ganho dos dois lados da cadeia: consumidor e varejista. O consumidor reconhece e valoriza a oferta e o supermercadista não sofre com o desperdício de recursos financeiros, ou com a aplicação de recursos em produtos que trazem pouco retorno à empresa. Além disso, se a empresa compreende o comportamento do cliente em períodos promocionais é possível projetar melhor as receitas e o estoque. Algumas variações de desconto não são reconhecidas pelos clientes e, portanto, não resultam em aumento na quantidade comprada. Além disso, a maneira que uma oferta é comunicada desempenha um papel fundamental para o sucesso de uma promoção de preço, seja ela para produtos líderes ou não líderes. Os resultados dos experimentos foram medidos de maneira comparativa entre os produtos analisados. A pesquisa foi realizada em uma rede de supermercados no interior do Estado de São Paulo e é quantitativa experimental. Este estudo pretende contribuir para a prática empresarial e acadêmica. No plano corporativo, possibilita um melhor entendimento de como variações no percentual de desconto de preço influenciam de maneira diferente na quantidade vendida, oferece alternativas que possibilitam aos varejistas a implantação de políticas de oferta mais eficientes, ampliando o conhecimento da relação: precificação e respostas dos consumidores, e mostra que mudanças simples na maneira de comunicar a oferta geram impactos importantes na quantidade vendida. Já no plano acadêmico, agrega conteúdo à literatura de precificação no varejo. Os resultados deste estudo trazem implicações para os varejistas e a indústria alimentícia.
The present study aims to investigate the price sensitivity of consumers to price and promotions with different percentages of price reduction in leading and non-leading products and to two different ways of communicating the offer. This investigation is relevant, since optimized alternatives allow the gain of both sides: consumer and retailer. To the consumers, as they recognize and value the price promotion, and to the supermarkets, as they will not suffer from the waste of financial resources, or the application of resources in products that bring little return to the company. In addition, if the company understands customer behavior during promotional efforts, sales and inventories can be better predicted. Some price promotional discount variations are not recognized by customers and therefore do not result in an increase in the quantity purchased. In addition, the way an offer is communicated plays a key role in the success of a price promotion, whether for leading or non-leading products. An empirical research through experimental design was conducted, allowing valuable comparisons among different products and different price and promotional alternatives. The research was carried out in a supermarket chain in cities of the State of São Paulo. This study offers contributions not only to conceptual frameworks, but also to business applications. At the corporate level, it contributes to: a better understanding of how variations in the percentage of price discounts influence the quantity sold, offers alternatives for retailers to implement more efficient promotional policies, broadens the knowledge about the relationship between pricing and consumer responses, and shows that simple changes in the way to communicate promotions can have significant impacts on the quantity sold. In the conceptual context, it aggregates knowledge to the literature of pricing in the retail industry. The results of this study have therefore implications for retailers and for the food industry.

Cette these a pour objet l'etude juridique, historique et actuelle, ainsi que l'analyse economique, des diverses operations promotionnelles qui par l'attricution d'avantages divers, en nature ou en especes, remis principalement aux consummateurs, mais egalement aux professionnels, permettent de developper les ventes directement ou indirectement. L'etude se divise en trois grandes parties : 1)les ventes avec primes. 2)les loteries, jeux et concours. 3) les dons, liberalites et cadeaux. Les ventes avec primes incluent toutes les operations qui de pres ou de loin peuvent y etre rattachees (reductions de prix diverses, revente a perte, echantillons, nombreuses ventes reglementees, etc. . ). Les loteries, jeux et concours precisent les differences entre ces trois types d'operations que le public a tendance a confondre. A l'inverse des ventes avec primes, les loteries et les jeux sont sans obligation d'achat. Par contre, la participation aux concours necessite generalement un ou plusieurs achats. Enfin, les dons, liberalites et cadeaux traitent des methodes de promotion non liees directement a un achat mais qui permettent "d'entretenir l'amitie". L'objectif de cette these est de presenter tous les types d'operations prmotionnelles donnant ou faisant esperer aux clients, certains ou potentiels, un avantage en nature ou en especes. En precisant bien les limites imposees par les textes legaux et reglementaires et eur interpretation jurisprudentielle
The purpose of this thesis is a legal, historical and topical study and economic analysis of various promotion operations using different cash or kind incentives. These are not only available to the consumer but also to those in the profession to develop sales both directly and indirectly. A three points study : 1)bonus sales. 2) raffles, games and competitions. 3)gifts and gratuities. Bonus sales include all operations with any form of bonus (price discounts, sell-outs, samples, sales subject to regulations, ect. . )faffles, games and competitions are different types of operations betwween which the public often fails ot draw a distinction. Unlike bonus sales, raffles and games are not subject to purchase. However, participation in a competition is generally subject to one or several purchases. Gifts and gratuitiesinvolue promotion methods which are not directly linked with a purchase but which create a friendly relationshit. The aim of this thesis is to describe these different types of sales promotion operations which give or make the customer or potential customer expect something extra in cash or in kind. It specifies the limits set by legal texts and regulations with their interpretation according to case law. Legal operations are illustrated

One way that retailers help the consumer make choices is via promotions - price framing methods that explicitly offer a price reduction of value for money off the regular retail price (RRP). However, there is a growing body of research that has indicated that merely the word 'promotion' or 'deal' can increase purchase intentions despite the deal offering no savings. Despite these findings, almost no research has quantifiably considered which, how and to what extent different promotional methods can bias decisions. Furthermore, very little is known about how consumers go about making promotional decisions or which psychological factors impact the decision-making process. Considering a broad range of decision-making frameworks and psychological theories, this thesis aims to explore the extent that promotional practices influence decision-making outcomes. Furthermore, it will consider how psychological traits like financial literacy, experience and brand relationships moderate any found effects. To achieve these objectives the effect of the four most common promotional practices on decision utility will be tested in light of: the previous literature on decision-making and promotions (Chapter 1); expert interviews describing the traits or behaviours important in developing promotional strategies (Chapter 2); the effect of information processing on promotional decision making (Chapter 3); how prices are internalised (Chapter 4); and consumer relationships (Chapter 5). Finally, the results of each chapter will be used to create and test a framework of promotional decision-making. Creating and testing this framework in an experimental and more ecologically valid setting, i.e. a virtual supermarket will be the sole purpose of Chapter 6. The aim of creating and validating the framework will be to significantly contribute to: academia, by adding some novel research to the growing promotional literature; and practice, by considering how the practices specific effects to decision making can impact fair pricing practices and consumer education.

The aim of this research study is to determine the effect of price promotions on customer channel utilisation in retail banking and how different types of message framing improve the effectiveness of price promotions. The goals of this research are to: 1) provide additional empirical evidence of whether the prospect theory’s loss aversion is applicable in price promotions; 2) to identify the most effective message framing/s in price promotions. Price promotions have been identified as the most effective mean of increasing sales and utilisation by retailers. It is well accepted that price promotions increase in effectiveness when coupled with the appropriate type of message framing. This research confirmed the effect of price promotions to be true and applicable in the retail banking industry. It showed that different types of message framing can improve the results of price promotions. An experiment was conducted with four groups to test the main effects of the different types of message framing. The results of the study confirmed the first research hypothesis, demonstrating that price promotions have a significant effect on the customer channel utilisation mean. A significant increase in mean customer channel utilisation was observed for both the positive goal-framed price promotion and the risky choice framed price promotion (where promotion benefits are static and known upfront by all customers). The original ‘loss aversion’ premise of prospect theory (which postulates that customers are more prone to take up negative-framed promotions than positiveframed promotions) was refuted by the results. The implications of the study for retail bank executives and marketing managers are discussed in the final chapter. Recommendations are provided for the bank executives and marketing managers. Recommendations are also provided for how to carry out future research.
Mini Dissertation (MBA)--University of Pretoria, 2020.
Gordon Institute of Business Science (GIBS)
MBA
Unrestricted

Thesis: Ph. D., Massachusetts Institute of Technology, Sloan School of Management, Operations Research Center, September, 2020
Cataloged from student-submitted PDF of thesis.
Includes bibliographical references (pages 261-268).
Sales promotions are a popular type of marketing strategy. When undertaking a sales promotion, products are promoted using short-term price reductions to stimulate their demand and increase their sales. These sales promotions are widely used in practice by retailers. When undertaking a sales promotion, retailers must take into consideration both the direct and indirect effects of price promotions on consumers, and as a result, on the demand. In this thesis, we consider the impact of two of these indirect effects on the planning process of promotions. First, we consider the problem of the promotion planning process for fast-moving consumer goods. The main challenge when considering the promotion planning problem for fast-moving consumer goods is the negative indirect effect of promotions on future sales. While temporary price reductions substantially increase demand, in the following periods after a temporary price reduction, retailers observe a slowdown in sales.
To capture this post promotion slowdown, we suggest a new set of past prices (namely, the last seen as well as the minimum price seen within a limited number of past periods) as features in the demand model. We refer to demand models that use this set of past prices as Bounded Memory Peak-End models. When tested on realworld data, our suggested demand model improved the estimation quality relative to a traditional estimation approach through a relative improvement in WMAPE by approximately 1 - 19%. In addition to the improvement in prediction accuracy, we analyze the sensitivity of our proposed Bounded Memory Peak-End demand model to demand misspecification. Through statistical analysis, and using principles from duality theory, we establish that even in the face of demand misspecification, the proposed Bounded Memory Peak-End model can capture the demand with provably low estimation error, and with low impact on the resulting optimal pricing policy.
The structure of the new proposed demand model allows us to derive fast algorithms that can find the optimal solution to the problem of promotion planning for a single item. For the case of promotion planning for multiple items, although we show that the problem is NP-hard in the strong sense, we propose a Polynomial Time Approximation Scheme that can solve the problem efficiently. Overall, we show that using our proposed approach, the retailer can obtain an increase of 4 - 15.6% in profit compared to current practice. Second, we consider the promotion targeting problem for trendy commodities. In the case of trendy commodities, the demand is driven, among other factors, by social trends. Examples of trendy commodities include fashion items, wearable electronics, and smartphones. To capture the demand with high accuracy, retailers must understand how the purchasing behavior of customers can impact the future purchasing behavior of other customers.
Social media can be instrumental in learning how consumers can impose trends on one another. Unfortunately, many retailers are unable to obtain this information due to high costs and privacy issues. This has motivated us to develop a model that detects customer relationships based only on transaction data history. Incorporating the customer to customer trend in the demand estimation, we observe a significant improvement of 12% in the WMAPE forecasting metric. The proposed customer to customer trend-based demand model subsequently allows us to formulate the promotion targeting optimization problem in a way that consider the indirect effect of targeted promotions through trends. We show that the problem of finding the personalized promotion policy that would maximize the profit function is NP-hard. Nonetheless, we introduce an adaptive greedy algorithm that is intuitive to implement and can find a provably near-optimal personalized promotion policy.
We tested our approach on Oracle data and observed a 5-12% improvement in terms of profit.
by Tamar Cohen-Hillel.
Ph. D.
Ph.D. Massachusetts Institute of Technology, Sloan School of Management, Operations Research Center

Thesis (MBA)--Stellenbosch University, 2000.
ENGLISH ABSTRACT: Retail sales promotions are one of the most fundamental and high profile concepts of retail marketing. Everyday consumers are bombarded with various forms of information regarding sales promotions. Manufacturers and retailers go to great expense, up to 75% of the United States' marketing expenditures are spent on promotions (Lewison, 1994), but very little is done to measure the effectiveness of these promotional activities (Walters, 1991). Price promotions form an integral part of the marketing strategies of both manufacturers and retailers, yet they are often neglected in terms of assessing their impact on the marketing strategies of individual products. Lewison (1994) supports this statement by saying, "the precise positioning of sales promotion in terms of marketing strategy is often vague". "The increase in sales promotion spending in consumer goods field is greater than that of advertising promotion. However, it is important to know that a substantial part of this money is being misspent, some of it through poor planning" (Shapiro 1977). This statement is dated and probably aimed at the American retail market in particular, but it evokes some relevant questions about the South African domestic market. Are our manufacturers and retailers misspending valuable promotional budget on poorly planned and illogical sales promotions? An article in Sales and Marketing Management (1979) made a good, and relevant, point that "sales promotion is an orphan child of marketing. Both sales promotion budgets and sales promotion objectives are virtually ignored by senior management". More than twenty years later one would expect that the effectiveness of promotions would be monitored more closely and the promotional budgets of both manufacturers and retailers would be subject to close scrutiny by marketing directors. This appears, however, not to be the case, and little study has been done, particularly in South Africa, on the profitability and marketing effectiveness of price promotions within the retail grocery market. The use of trade promotions has risen considerably during the late 20th century. Within companies intense competition and increasing sophistication in sales promotion techniques together with a greater pressure to increase sales has resulted in an increased frequency of promotions. .Market factors have also fostered an increase in promotions. These factors include a rise in the number of brands (especially generic brands) and a decrease in the efficiency of traditional advertising due to increasingly fragmented consumer markets and advertising 'clutter'. A review of the marketing literature on grocery retail price promotions appears to be indicating a move toward a new approach to retailing which sees more focus being given to cutting costs out of the system, usually through improvements to the supply chain. Retail giant Wal-Mart introduced a policy of Every Day Low Pricing (EDLP) and moved heavily toward certain supply chain methodologies like Quick Response and Efficient Consumer Response which focus on reducing inventories and increasing supply chain efficiencies. These policies shun the retail sales promotion in favour of more constant sales trends and supply of goods. It appears that this policy is working, and not just in America, but in Canada and Germany as well (Kalish, 2000). This paper will focus on the inefficiencies of the traditional South African retail price promotion, particularly prevalent in the grocery chains, versus the current American and European retail promotion techniques that focus less on temporary price reductions and more on eliminating costs out of the value chain. A current South African price promotion model is given and a price promotion model for the future is proposed. Without a more complete study it would be immature to think that this paper could be a definitive study of the reasons, cause, and effects of retail price promotions, rather it is intended as a stimulus for further research in this area. This mini-thesis looks at pricing policies in the South African grocery retail market relative to international trends. Particular detail is paid to the grocery value chain and the effects of retail price reduction promotions on the supply chains within the value chain. Inefficiencies in the current South African pricing system are highlighted from both a marketing and a supply chain management perspective. A future value chain is proposed and the migration to this new value chain discussed. International trends like EDLP are discussed with relevance to the South African grocery retail market.
AFRIKAANSE OPSOMMING: Kleinhandel reklame promosies is een van die mees fundamentele and hoë profiel begrippe van kleinhandel bemarking. Daaglikse verbruikers word gebombardeer met verskeie vorms van inligting betreffende reklame promosies. Vervaardigers en kleinhandelaars gaan groot kostes aan, tot 75% van die Verenigde State se bemarkingsuitgawes is gemik op promosies (Lewison, 1994), maar daar word baie min gedoen om die doeltreffendheid van hierdie promosionele aktiwiteite te meet (Walters, 1991). Prys promosies vorm 'n integrale deel van die bemarkingstrategie van beide vervaardigers en kleinhandelaars, nogtans word hulle dikwels afgeskeep in terme van die beraming van hulle impak op die bemarkingstrategieë van individuele produkte. Lewison (1994) steun hierdie bewering deur op te merk dat, "the precise positioning of sales promotion in terms of marketing strategy is often vague". "The increase in sales promotion spending in consumer goods field is greater than that of advertising promotion. However, it is important to know that a substantial part of this money is being misspent, some of it through poor planning" (Shapiro, 1977). Hierdie opmerking is verouderd en waarskynlik spesifiek gerig op die Amerikaanse kleinhandel mark, maar lok sekere relevante vrae uit in verband met die Suid Afrikaanse plaaslike mark. Is ons vervaardigers en kleinhandelaars besig om waardevolle promosie begrotings op ondeurdagte en onlogiese reklame promosies te verkwis? 'n Artikel in "Sales en Marketing Management" (1979) maak die goeie en relevante punt dat "sales promotion is an orphan child of marketing. Both sales promotion budgets and sales promotion objectives are virtually ignored by senior management". Meer as twintig jaar later sou mens verwag dat die effektiwiteit van promosies in detail gemonitor word en die promosie begrotings van beide vervaardigers en kleinhandelaars noukeurig bestudeer word deur bemarkingsdirekteure. Dit blyk nie die geval te wees nie en, veral in Suid Afrika, is daar min navorsing gedoen oor die winsgewendheid en bemarkings effektiwiteit van reklame promosies binne die kleinhandel kruideniersmark. Die gebruik van handelspromosies het merkbaar gestyg in the laat twintigste eeu. Binne ondernemings het intensiewe kompetisie en toenemend gesofistikeerde handelspromosietegnieke tesame met groter druk om reklame syfers te laat styg gelei tot 'n toename in die frekwensie van promosies. Hierdie faktore sluit in 'n styging in die aantal handelsmerke (veral generiese handelsmerke) en 'n afname in die doeltreffendheid van tradisionele advertering weens toenemend gefragmenteerde verbruikersmarkte en advertensie "romme!". 'n Hersiening van die bemarkingsliteratuur op kruideniershandel reklamepromosies blyk daarop te dui dat 'n verskuiwing plaasvind na 'n nuwe benadering waarin meer fokus daarop geplaas word om kostes in die sisteem te sny, gewoonlik deur middel van verbeteringe aan die verskaffingsketting. Kleinhandel reus Wal-Mart het 'n beleid van "Every Day Low Pricing (EDLP)" ingestel en sterk beweeg na sekere verskaffingsketting metodologie soos "Quick Response" en "Efficient Consumer Response" wat fokus op die verminderde inventarisse en verhoogde doeltreffendheid in die verskaffingsketting. Hierdie beleide vermy die kleinhandel reklame promosie ten gunste van meer konstante reklame tendense en verskaffing van goedere. Dit blyk dat hierdie beleid besig is om te werk, nie net in die Verenigde State nie, maar ook in Kanada en Duitsland (Kalish, 2000). Hierdie werkstuk sal fokus op die ondoeltreffendheid van die tradisionele Suid Afrikaanse reklame prys promosie, veral heersend in die kruidenierskettingwinkels, teenoor die huidige Amerikaanse en Europese reklame promosie tegnieke wat minder toegespits is op tydelike prys verlagings en meer op die eliminasie van koste in die waardeketting. 'n Huidige Suid Afrikaanse prys promosie model word daargestel en 'n prys promosie model vir die toekoms voorgestel. Sonder 'n meer deeglike studie sal dit naief wees om te dink dat hierdie werkstuk 'n beslissende studie kan wees vir die redes vir, oorsaak en gevolge van kleinhandel prys promosies. Die bedoeling is eerder dat dit dien as 'n stimulus vir verdere narvorsing op die gebied. Hierdie mini-thesis ondersoek die prys beleid in die Suid Afrikaanse kruidenierskleinhandelmark relatief tot internasionale tendense. Veral word daar aandag gegee aan die kruidenierswaardeketting en die invloed van kleinhandel prysvermindering promosies op die verskaffingskettings binne die waardeketting. Tekortkominge in die huidige Suid Afrikaanse sisteem van prysbepaling word uitgelig uit beide 'n bemarkings en verskaffingskettings bestuur oogpunt. 'n Toekomstige waardeketting word voorgestel en die migrasie na hierdie nuwe waardeketting bespreek. Internasionale tendense soos EDLP work bespreek met betrekking tot die Suid Afrikaanse kruideniers reklamemark.

Global financial crisis, triggered by the U.S. sub-prime mortgage crisis, is now the hot issue all over the world. The crisis has already slowed down the world economy and brought great shocks to almost every industry. For B2C companies all over the world, the crisis is more of an opportunity than a threat and therefore these companies should use marketing techniques to further boost their revenue and profit.

In view of this situation, this thesis is dedicated to discuss the price and promotion strategies used by B2C companies during the crisis. Through case studies of four B2C companies, that is, TaoBao.com, DangDang.com, EBay.com and Amazon.com, we conclude that discount, pricing leadership and penetration pricing are the universal price strategies used, while they also use nearly similar promotion strategies: advertising, public relation and sales promotion. Considering the current crisis, we also think that current price and promotion strategies are insufficient in face of global financial crisis in that they are not flexible enough to adapt themselves to the changing consumer behaviors and economic surroundings. Consequently, to seek to address these problems, we here bring forward three suggestions: strengthened segment-based pricing Strategy, innovative promotion strategy and flexible marketing mix.

碩士
清雲科技大學
國際企業管理研究所
97
The rapid development of technology change with the times so that the popularization of the Internet, thereby causing some consumers to change consumption habits and to the Internet to become more busy lives of consumers to the main pipeline. Price Promotion is a common way of business marketing, aimed at raising consciousness of consumers to obtain the value of the transaction value, therefore increasing willingness of consumers to buy. The purpose of this study in order to investigate the online store price promotions; at the same time, marked the market price, advertised price and the online price in cases where quality and consumer perception of the internal reference price, the impact of perceived value may be. Reference price were talking about the physical store retailers the most over the past literature, but consumers in the Internet search products that may also be a variety of prices at the same time to receive the message. Therefore this study, three types of Internet advertising price manipulation message, take 2(market value: exaggerated and reasonable) x2 (online price: high-and low-) x2 (advertised price: high-and low-) of the inter-group experimental design.The results showed that: in the network platform to conduct transactions on the internal reference price consumers will be the impact of market price, but quality will not be perceived, in online price and the impact of advertised price; when consumers the higher the internal reference price will increase consumer perception of transaction value, advertised price, although the perceived value of the transaction was the reverse, but the impact is not significant; strengthen consumer perception of quality and perceived value of the transaction, and will also enhance consumer perception of value received; the wishes of consumers with the increase in the value of the consumer perception would increase.

碩士
大同大學
事業經營學系(所)
100
The research under the three experiments examined the consumers’ purchase intention for products bundled together in a promotion. Experiment 1 is a 3 (the supplementary product: nonfreebie vs. the freebie is price informed vs. the freebie is no price informed) *3 (the product: the mixed bundle vs. the focal product vs. the supplementary product) between-subjects design. Experiment 2 is a 3 (the supplementary product: nonfreebie vs. the freebie is price informed vs. the freebie is no price informed) *3 (the product: the focal product vs. the mixed bundle vs. the homogeneous bundle) between-subjects design. There are both nine cells. Experiment 3 is a 2 (the supplementary product: the freebie is price informed vs. the freebie is no price informed) *2 (the product: the focal product vs. the mixed bundle) *2 (time: constraints vs. no constraints) *2 (firm’s motives: salient vs. not salient) between-subjects design. There are sixteen cells to measure dependent variable － the consumers’ purchase intention. The result of this study indicates the focal product with the mixed bundle which one of the disparate products is the supplementary product as the freebie is price informed sales, the focal product when sold alone has higher purchase intention. The supplementary product as the freebie is price informed or no price informed, the consumers has lower purchase intention. The mixed bundle which one of the disparate products is the supplementary product as the freebie is no price informed, the consumers has higher purchasing intention. The homogeneous bundle with an identical product described as nonfreebie, the consumers has higher purchase intention. The judgment difficulty (the salience of the company’s motive for offering the freebie is price informed or no price informed and time pressure to make a judgment) moderated the effects of the freebie is price informed or no price informed free offer on the consumers’ purchase intention.

碩士
國立中正大學
企業管理研究所
91
The effects of price promotional behaviors and message appeals on pretrial brand attitudes are investigated in this study. Price promotions are often used to achieve the short-term brand sales target of a firm, especially for encouraging trial among nonusers of products and services. Such promotions include those for new brand introductions, as well as those targeted at nonusers of an established brand. Thus, it is important to understand the effects of promotions on evaluations made by consumers who do not have prior experience with the promoted brand. According to attribution theory, the past promotional behavior of a brand, and the industry norm may affect a consumer’s brand attitude evaluations. Moreover, message appeals are also theorized to have a impact on the consumer’s brand attitude evaluation. Thus, according to ELM, the consistency and distinctiveness of a price promotional behavior should have a interactive effect with the message appeals. Two experiments are conducted in this study. The object of the two experiments is the high”price-quality” sensitive product－the watch. A 4(the consistency of a price promotional behavior)x 2(message appeals) between-subjects design was used in the first experiment, and the other 4(the distinctiveness of a price promotional behavior)x 2(message appeals) between-subjects design was used in the second one. The results are as followed: 1. The consistency of a price promotional behavior has a main effect on brand attitudes. 2. The distinctiveness of a price promotional behavior has a main effect on brand attitudes. 3. Message appeals have a portion of main effect on brand attitudes. 4. The consistency of a price promotional behavior and message appeals have a interactive effect on brand attitudes. 5. The distinctiveness of a price promotional behavior and message appeals have a portion of interactive effect on brand attitudes.

JEL Classifications: (M31) Marketing; (L66) Food • Beverages • Cosmetics • Tobacco • Wine and Spirits
With the growing brand similarity and brand proliferation, the changes in the mass market and in consumer shopping patterns, sales promotions have become one of the main strategies employed by brand managers to boost sales, coming to represent up to three times the expenditures used in advertising. The rise of promotional intensity caught the attention of many scholars who have tried to understand what are the characteristics of a sales promotion that guarantee the best feedback from consumers and the highest purchase intentions. This study compares the effects of several types of price promotions, which vary according to the way price discount is framed, on consumers overall evaluations of the promotion and purchase intentions. This will contribute to the literature since other authors have never focused solely on the framing of price promotion, manipulating other variables, such as different percentages of discount into their studies, at least in the Fast Moving Consumer Goods Industry. It will also contribute by following the works of Lichtenstein et al. (1990), seeing how the authors’ findings on the effects of consumers’ traits on promotions perform in the type of promotions being studied. Results from a quantitative study performed through a questionnaire survey with 222 participants show, however, that consumers’ behavior towards price promotions is significantly more dependent on their personal attitudes and characteristics, namely Brand Preference, Sale Proneness and Value Consciousness, rather than depending on how the promotion is framed, at least when a constant level of price discount is offered.
Com a crescente proliferação e semelhança entre marcas, as mudanças no mercado do grande consumo e as alterações dos hábitos de consumo, as promoções de vendas têm ganho relevância entre os gestores de marca, sendo hoje em dia uma das estratégias mais utilizadas para gerar o aumento das vendas. O aumento da promoção de vendas não tem sido indiferente aos estudiosos, que tentam perceber quais as características que garantem uma resposta mais positiva da parte dos consumidores.Este estudo compara vários tipos de promoção de preço, que variam pela forma como o desconto é apresentado, observando como estas afetam a avaliação global da promoção e intenção de compra. O estudo contribuirá para a literatura pois, na área dos Bens de Grande Consumo, outros autores nunca se focaram unicamente na apresentação da oferta promocional, manipulando outras variáveis nos seus estudos. Este trabalho contribuirá também através da continuação do estudo de Lichtenstein et al. (1990), tentando compreender como os achados destes autores em relação aos efeitos das características individuais do consumidor nas promoções se aplicam no tipo de promoção de vendas em foco. Os resultados do estudo quantitativo realizado através de um questionário com 222 participantes mostram que o comportamento do consumidor relativamente às promoções depende das suas atitudes e características pessoais, nomeadamente o seu nível de preferência da marca, propensão à promoção e nível de consciência do valor da oferta; e não de como a promoção lhe é apresentada, quando o desconto é mantido a um nível constante.

碩士
東海大學
資訊管理學系
100
With the popularization and the steady growth of the Internet and e-commerce, online shopping has become one of the main shopping channels for the consumers. In the competitive online shopping markets, retailers usually use some promotions to attract consumers’ attention, the promotion methods such as price partition (divide the price into base price and surcharge), buy one get one free, free shipping fees, etc. The purpose on the present study is to discuss whether the shipping fees and the promotion methods have significant difference on consumers’ purchase intention. Moreover, the present study use product type and price level as moderators to discuss the moderating effect on consumers’ purchase intention. The present research adopts laboratory method with 2×4×2×2 groups, 1466 subjects attend the experiment, 57.8% were male and 42.2% were female. Most of the subjects were in theage range of 16-20, which is the largest group (67.2%). The analyzed result shows that shipping fees has a significant difference on consumers’ purchase intention; free shipping fee has higher purchase intention than the product price with shipping fees. Also, different promotion methods will cause significant difference on consumer’s purchase intention, and 50% off is the best promotion method. In addition, price level did have a moderating effect on shipping fees and consumers’ purchase intention. For high price products, the effect of product price with shipping fees is better than free shipping, the low price product is the opposite. In the end, the product type does not have moderating effect on promotion methods and purchase intention. The result of the study can be provided as a reference for online retailer to conduct shipping fees and promotion methods.

碩士
國立高雄第一科技大學
行銷與流通管理所
94
Abstract The increasing household income has an effect on the need for health care in Taiwan in recent years. Due to the changes of business marketing and the issue of aging, the concept of health care alongside the matter of taking care of one’s own health have gain a lot of attention nowadays in Taiwan. It is estimated that the profit of Taiwan’s pharmacy has reached NT400 million; yet the people from franchising pharmacy business have pointed out that there is still 180 million quotas to reach in Taiwan market. As a result, there are still rooms for this marketplace and it certainly gains a lot of attention from elsewhere. This study aims to discuss the franchising Pharmacy in relation to customer values toward consumer behaviors and intentions. It is to say that pricing is the cause and the customer’s behaviors is the effect for such issue; hence, the cause-effect relationship between Taiwan and Japan is discussed. The result of the study tends to propose a direction of business market strategy for Cosmed. This study uses Regression Analysis whether the promotional price directly affects the customers’ consuming behavior or not. The result shows that the promotional price has a great influence on consumer behavior and values. The buy one get the second for a cheaper price is the main concern for both Taiwan and Japan consumers, particularly in Taiwan. For the effects of customer values, both Taiwan and Japan have revealed the separated customer values, yet in a positive way. The result also indicates that the decreased price or sale promotions have direct effects on franchising pharmacy both in Taiwan and Japan. It is to say that purchasing the second item with special discount is favored among all the customers.

碩士
國立交通大學
管理學院管理科學學程
107
The growing of digital era brings up the revolution of computer, internet and communication, which takes humanity into a new economy time. Due to the universalization of 4G mobile communication network and the various developments of smart phone and apps, it provides convenience to life that turned the lifestyle of modern people under the trend of inseparability of life and technology. The study use EKB model framework to research the influences of brand images and price promotion on Consumers' Purchase Behavior for mobile communication operators. The variable inclubes Sources of information, motivations, population, product properties, brand images, price promotions and purchasing intentions. The data are collected from Hsinchu citizens who have used mobile communication networks, surveys were sent out via internet and 414 surveys were sent out and 390 valid questionnaires were count into analying. Data analysis was carried out by SPSS using chi-squared test for independence, independent sample of t-test, one-way analysis of variance and regression analysis…etc. The research, shows that the brand image and price promotions lies great influence to consumers, there is a positive correlation between experiential dimension of brand images and functional dimension of mobile operators and purchasing intentions, which addressed that the elevation of brand image and promotional prices have positive impact on consumers.

Dissertação de mestrado em Economia Industrial e da Empresa
O turismo é um dos setores industriais que mais cresce no mundo e onde a informação económica desempenha um papel fundamental. As previsões do WTTC (World Travel and Tourism Council)1 para Portugal indicam um crescimento sucessivo até 2026, ano em que o setor deverá atingir 7,3% do PIB2, o equivalente a 14,6 mil milhões de euros e 12,5 milhões de turistas irão gastar um total de 18,9 mil milhões de euros.3 O objetivo principal deste estudo é analisar a importância do fator preço e avaliar a eficácia das táticas promocionais no setor hoteleiro, de forma a confirmar que nos países industriais, segundo Castelli (1994, p.14), “a viagem turística deixou de ser um luxo para ser uma necessidade”. Nesse sentido foi desenvolvido um questionário divulgado online, nomeadamente na rede social Facebook e no correio eletrónico académico, com o intuito de identificar qual o motivo e o número de dormidas por ano em hotéis, bem como a preferência da reserva (internet versus agência de viagens), das ofertas e das promoções existentes nos hotéis, para além de analisar quanto é que os consumidores estavam dispostos a pagar por um hotel low-cost e por um hotel de luxo, traçando uma perspetiva geral do perfil do turista. A amostra contou com um total de 323 indivíduos. O período de recolha de dados decorreu entre 15 de Dezembro de 2016 e 15 de Março de 2017. Os resultados do estudo permitem concluir que os atributos referentes às duas categorias de hotéis e os critérios de escolha, bem como a intenção de compra têm importância significativa tanto no montante a pagar como na preferência/satisfação do consumidor.
Tourism is one of the fastest growing industrial sectors in the world and where economic information plays a key role. The forecasts of the World Travel and Tourism Council (WTTC)4 for Portugal indicate a successive growth until 2026, when the sector is expected to reach 7.3% of GDP5, equivalent to 14.6 billion euros and 12.5 million euros tourists will spend a total of 18.9 billion euros6. The main objective of this study is to analyze the influence of the price factor and to evaluate the effectiveness of the promotional tactics in the hotel sector, in order to confirm that in the industrial countries, according to Castelli (1994, p. 14), "tourist travel left to be a luxury to be a necessity. " In this sense, a quiz was developed online, namely in the social network Facebook and in the academic electronic mail, in order to identify the reason and the number of nights per year in hotels, as well as the preference of the reservation (internet versus travel agency), offers and promotions in hotels, as well as analyzing how much consumers were willing to pay for a low-cost hotel and a luxury hotel, outlining a general perspective of the tourist profile. The sample consisted of a total of 323 individuals. The data collection period it occurred from 15 December 2016 to 15 March 2017. The results of the study allow us to conclude that the attributes relating to the two categories of hotels and the selection criteria as well as the intention to purchase have significant importance both in the amount to be paid and in consumer preference/satisfaction.

Reference prices, which are extensively used in retail advertisements, have received considerable research attention over the last 25 years. The present research looks at the extent to which an advertised, or external, reference price included in a price promotion affects consumers' price beliefs. According to Helson's Adaptation-Level theory, consumers form an internal reference price, which they use as a basis for evaluating market prices. The process by which internal reference price can change according to an external reference price is, then, explained by a conjoint Adaptation-Level and Assimilation-Contrast theories. It is suggested that consumers may assimilate or contrast an external reference price and that only an assimilated price has the ability to affect the internal reference price. A first experiment was conducted to examine the extent to which consumers assimilate an external reference price. Findings from the present research suggested that, contrary to the predictions of the Assimilation-Contrast theory, the impact of an external reference price on consumers' internal price standards was monotonic. It was further suggested that this assimilation might be moderated by individual differences. A second experiment was conducted to examine the differential effects of two types of semantic cues. However, in the research, no differences were found between absolute and relative savings presentation formats. Findings as well as several issues about the measurement of internal reference price, the effects of an exaggerated external reference price and the effects of price familiarity are discussed.

碩士
淡江大學
管理科學研究所
85
Promotion is regularly used in marketing, it not only can stimulate buyers'''' purchasing behavior to increase sales, it even can attract other buyers who use the same products of different brands. In fact, the goal of using promotions is to increase buyers'''' purchase intention through buyers'''' feeling of getting additional benefit from promotions. But, is the influence of promotions on consumers'''' purchase behavior always positive? For example, for many low-involvement products, distributors often use price promotion to encourage consumers to buy the products. Although distributors can get a significant increase on sales, this is only a short- term effect. Sellers can hardly get a long-term benefit. When the promotion is over, consumers probably won''''t buy the same products any more or even decrease the purchase volume. For high-involvement products, distributors don''''t often use price-promotion. One reason is that consumers always that price and quality are inter-connected. Reducing price suddenly will make consumers doubt about the product. Distributors should therefore avoid using price-promotion. Non- price promotion may be the other alternative. Recently the use of non-price promotion is very common at car market, so we choose car market as the research object of this thesis. The goal is to investigate the influence of non-price promotion on consumers'''' purchasing behavior. Results of the findings are as follows:1. Non-price promotion has favorable influence on consumers'''' price perception.2. The influence on consumers'''' price perception between different non-price promotions is statistically insignificant. 3. Non-price promotion could increase consumers'''' perceived value.4. Non-price promotion could increase consumers'''' purchase intention.5. The influence of non- price promotion on consumers'''' purchase intention will probably go through consumers'''' perceived value.

碩士
國立臺北科技大學
商業自動化與管理研究所
93
In the trend of the price-destruction, the retail business are processing sales promotion at a low price for months and years, attract consumers come to the shop with diversified promotion schemes. The small profits and quick turnover is what they expect, to obtain the best benefit. So they have to use trading records, plus with consumer personal materials, to construct consumer’s purchasing mode under different promotion situation, in order to make marketing decision. This research uses a trading materials of buttermilk which in a large chain store from June 30 , 2003 to September 29 , 2003. The analysis is using Hierarchical Baysian Model, which analyse the interaction of ranges on a price reduction of different brands to the decision of consumers, and then observe the partiality of different consumers’ preference to the promotion ways of different brands on the demographic parameter. The result of study shows , is retailing the sales field, it is the promotion way that consumers have a partiality for most to promote at a reduced price, and the brand influences the important factor of promoting benefit. Three demographic parameters , such as age , sex and family''s numbers of people ,etc. under the enviroment of competition, will influence consumer''s partiality degree to the range on a price reduction indirectly.

碩士
國立雲林科技大學
企業管理系碩士班
97
In recent years, distributors intend to enhance the comparison effect during price promotion and more and more retailers use “double” price reduction for promotion instead of “single” price promotion. That means the price tag would be written not only the original price and the promotional price but also “bargain price for members” or “bargain price for panic buying”. Therefore, on the same price tag there will be three kinds of prices and twice discounts. Nevertheless, there are various manipulations of price promotion by retailers and there is no complete pricing model to follow. Thus, the purpose of this study is as follows, 1. The impact of the interval of price setting on consumer’s purchase intention during a double price reduction. 2. What is the impact of price interval on purchase intention when the price level of product is different? 3. What is the impact of price interval with different display of promotional price on purchase intention during a double price reduction? 4. What is the difference effect of purchase intention between integer pricing strategy and odd pricing strategy during a double price reduction? In this study we used experimental design to carry out several experimental groups, of which the experimental factors are “the intervals of double price promotion” “the price level of products” and “the display of promotional price.” Through the analysis by statistical software, the study revealed the results as follows, 1. When (1) the price level of price is high; (2) the integer pricing of double price promotion is used; (3) the price interval between original price and promotional price is small and (4) the price interval between the promotional price and the bargain price of panic buying is large, consumers’ purchase intention is the highest. 2. When high price level and double price promotion are used, the purchase intention with different price interval has significant difference; however, when low price level is used, the purchase intention has no significant difference no matter how the price interval is. 3. During the double price promotion, when the promotional price is shown with cash discount, consumers’ purchase intention with different price interval has significant difference; however, when the promotional price is shown with percentage discount, the purchase intention has no significant difference no matter how the price interval is. 4. During the double price promotion, when the promotional price is shown with cash discount, consumers’ purchase intention for the integer pricing strategy and odd pricing strategy with different price interval has significant difference; moreover, the purchase intention for odd pricing strategy has greater difference than integer pricing strategy. Key words：Double Price Promotion, Price Promotion, Odd Pricing, Purchasing Intention

The food distribution market has been characterized by strong and fierce price competition. Players in this market constantly make use of price appeal to attract customers and increase sales. Two main techniques have emerged over the recent years: EDLP and Hi-lo promotions. The first consists of keeping prices lower than competitors based on an efficient cost structure. The latter consists of having particular products on promotion for a certain period of time. As consumers are being bombarded with price related messages, their price sensitivity and also deal sensitivity has been increasing. This paper revolves around the particular case of Pingo Doce – one of the largest players in the Portuguese food distribution market. In 2012 after several years of practicing an EDLP pricing strategy, the company swapped to a Hi-lo pricing strategy on a remarkable and memorable day. This move basically matched what all competitors were already doing, despite the fact that the company had strengthened its position among consumers through a different pricing strategy in the years before. The research aimed to understand if the turnaround produced positive effects in what concerns brand equity creation or likelihood of brand equity creation in the long run given a medium term perspective and taking into consideration consumers’ perceptions only. It was concluded that for some factors it worked well and for some others there were significant doubts. Namely, the change in price positioning allowed Pingo Doce to strengthen its brand in what concerns: awareness – as consumers were proven to be generally aware of its promotions; value of the differentiating factor associated to Pingo Doce promotions driven by its “immediate discount” factor ; increased perceptions on a socially effortful personality trait during a period of economic recession; perceived benefit of its promotions monetary/savings which increases deal value; and finally, improvements on Pingo Doce price perceptions due to the appearance of promotions. On the other hand, the strategy could not be proven efficient in what concerns: attracting new customers who would be promotion driven (mainly from Continente as it was the company goal); existence of perceptions of hedonic benefits that would help to increase deal value and promotions evaluation; price perceptions of Continente regular customers were still quite low when compared to the rest of the sample.
O Mercado de distribuição alimentar tem sido caracterizado por uma forte e aguerrida competição de preços. As empresas nesta indústria fazem um uso constante do apelo de preços para atrair clientes e aumentar as vendas. Duas estratégias sobressaíram ao longo dos últimos anos: EDLP e promoções Hi-lo. A primeira consiste em manter os preços mais baixos que os competidores constantemente baseado numa estrutura de custos eficiente. A última consiste em ter produtos específicos em promoção durante determinado período de tempo. À medida que os consumidores vão sendo bombardeados com mensagens relativas ao preço, a sua sensibilidade a este factor e também às promoções tem vindo a aumentar. Este estudo debruçousse sobre o caso do Pingo Doce – uma das maiores empresas do Mercado de distribuição alimentar Português – em particular. Em 2012 após vários anos sob um posicionamento baseado em EDLP, a empresa adoptou uma estratégia de preços Hi-lo, naquele que viria a ser um dia memorável. Esta jogada significou um alinhamento com aquilo que os seus competidores já vinham fazendo e praticando, muito embora a empresa tivesse ganho a sua notoriedade entre os consumidores com uma estratégia de preço diferente ao longo dos últimos anos. O estudo procurou perceber se a mudança produziu efeitos positivos no que diz respeito a criação de brand equity ou possibilidade de criação desta a longo prazo, tendo em conta um horizonte temporal médio e ainda, através meramente da perspective dos consumidores sobre a mudança em questão. Concluiu-se que para alguns factores a mudança foi positiva e para outros existem sérias dúvidas. Nomeadamente, a mudança na estratégia de preços permitiu ao Pingo Doce reforçar a sua marca no que diz respeito a: Awareness – uma vez que os consumidores se mostram no geral a par das suas promoções; o valor associado ao factor diferenciador das promoções do Pingo Doce “desconto imediato”; aumento das percepções de esforço social associadas à marca Pingo Doce em tempo de recessão económica; percepção do benefício monetário/de poupança associado às suas promoções o que aumenta a percepção de valor; por fim, melhoramentos ao nível das percepções de preços do Pingo Doce devido à aposta nas promoções de preços. Pelo lado oposto, a estratégia não se provou eficiente no que diz respeito a: atrair novos clientes através das promoções (na sua maioria clientes do Continente como era objective da empresa); existência de percepções de benefícios hedónicos o que ajudaria a aumentar o seu valor e melhorar a avaliação das promoções; as percepções de preço dos clientes regulares do Continente foram bastante mais baixas quando comparadas com o resto da amostra.

碩士
國立高雄大學
經營管理研究所
97
Exploration of sales promotion effect is one enduring issue in the study of marketing. This study adds to understanding of how product price, promotion type and promotion framing influence the effectiveness of sales promotion. The purpose of this study is to find the optimal combinations of promotion type and promotion framing for different product price levels. Promotion types in the experiment include Cause-related Marketing (CRM) and discount. Although a large number of studies have been made on CRM and discount separately, only a few attempts have so far been made at the comparison of the two types of promotion. An experiment of 2 ( promotion types: CRM v.s. discount) x 2 ( promotion framing: absolute dollar v.s. relative percentage) x 2 ( product price: high v.s. low) factorial design is conducted. Results of this experimental study support the three-way interaction of promotion type, promotion framing and product price on the effectiveness of sales promotion. When promoting a discount, promotion amount framed in an absolute dollar term is foundmore effective for a high-priced product than that framed in a relative percentage of the sale price. On the contrary, when promoting a CRM, promotion amount framed in a relative percentage of the sale price is more effective for a high-priced product than framed in an absolute dollar term. Marketing implications of promotion type and promotion framing for different priced-products are discussed.

碩士
國立屏東科技大學
企業管理系所
100
The main purpose of the social media management and online promotion is to encourage consumers to increase purchases earlier and strengthen online interactions with fans. With the price and non-price promotional activities adopted by 7-ELEVEN operators, this study aimed to explore whether or not the intensity of online promotion perceived by fan club members affect online behaviors, responses, and other relationships through online interactions with fans. The online purposive sampling was adopted as the survey method, with the 7-ELEVEN fan club members as the research subjects. The valid samples consist of 260 copies of price promotion questionnaires and 245 copies non-price promotion questionnaires. Through confirmatory factor analysis, multiple hierarchical regression analysis, path analysis, group analysis, and Amos Bayesian estimation, the research purpose was explored. The purpose of this research is to explore the reasons why the fan club members joined the 7-ELEVEN fan club and their preferences for the different promotional activity plans, as well as the differences in promotional intensity, interaction, and behavioral response. Secondly, whether or not interaction played a mediating role between promotional intensity and behavioral response was explored, and the group differences under the various promotional activity models were compared. The results show that: (1) the main reason for joining the fan club was to find out the product activity related news and the preferential offers (2 main factors). In terms of price promotion, the fans preferred promotional sales at reduced prices, products at reduced prices and with discount coupons. However, in terms of non-price promotion, the fans preferred goodies, events/activities, and bonus points; (2) in the dimension of promotional intensity, frequent message posts and attractive posts were also under the influence of the different promotional activities. In the dimension of interaction, the mechanical interactions differed due to the different promotional activities; (3) in the absence of interaction, the overall results of non-price promotional activities tended to be higher than those of price promotional activities, which indicated that with the wireless interactions among fan club members, the intensity of the non-price promotion activity perceived by the fans had a direct impact on their online behavioral responses, which was likely the result of the appeal of the non-price promotional activity plan undertaken by the operator; (4) in terms of the overall model relations, under the two types of promotional models, the dimensions of promotional intensity, interaction, and behavior response all produced significant impacts. That is, the stronger the promotional intensity, the better the online interactions were able to enhance the online behavioral responses; (5) Under the mediating model of interaction, as far as price promotion is concerned, the indirect effect of online interaction was conducive to the online behavior responses. On the other hand, as far as non-price promotion is concerned, regardless of the presence of the mediating results of online interactions, as long as the fan club members had stronger perceptions of the promotional activities, the online behavioral responses were directly affected; (6) The results of the group analysis show that the second-order interference and direct interference both had significant differences. As the group analysis method was unable to Indirect effects verify the contrast detection differences of the two types of promotional activity models, the Amos Bayesian estimation of confidence interval was further adopted in this study to detect if significant effects were produced by the two types of promotional models through contrast detection. The results show that the price of the indirect effect is superior to non-price promotional activities. It is suggested that when operators engage in social media management, online interaction conducive to online behavioral responses be considered. However, regardless of whether it is a price promotion or non-price promotion, “mechanical interaction” has a higher mean score than “interpersonal interaction.” Hence, it is suggested in this paper that the operators concerns strengthen their online interaction mechanisms, so as to contribute to the consumers’ acquisition of complete knowledge through mechanical interactions. The operators can also provide online feedbacks and preferential activities to allow fan club members to participate in online activities as well. The research results will help the operators in the industry in social media management and shall serve as a reference for future promotional activity propaganda related practices and implementations.

碩士
國立高雄第一科技大學
行銷與流通管理所
90
In recent years, the aggregate economic environment in Taiwan was impacted and worsened due to many factors, such as the local manufacturing operation shifted to the other low labor cost areas. The restaurant managements in pursuit of steady and increasing sales usually offer a variety of promotion activities, such as Special Discount Coupon, Birthday Card and VIP membership, etc., to stimulate the customers to come to enjoy their cuisine. In the promotion activities, the price discount is one of the most common methods offered by the restaurants in this business sector. Prior research has indicated that price discount promotion may, though, drive a short-term business boom and attract customer’s intention to consume, it will also casue the customers to re-evaluate the positioning of the brand name and image of the restaurant in the market and may generate a negative influence on it in the long run. For example, Oglivy(1963) mentioned that the price promotions unfavorably affect brand evaluations. Priya Raghubir and Kim Corfman (1999)said that if the customers link the inferior quality to the price discount promotions which will not make the anticipated sales achieved. There are many studies concerning the customers’ intention on the relationship between the brand positioning and pricing promotion strategy in many respects and business sectors. But, it is very few to study the case of restaurant on this subject. This study will focus on restaurants and see the influence on the intention of customers’ consumption at the restaurants by the two informations, brand positioning and price promotion, emerging at the same time and how the customers make final decision to have the willingness and intention to consume. This study will first be in the form of questionnaire to preview if the brand positioning has been existent in the mind of the customers, then emulate it by a virtual case as empirical design method so that it can be reviewed by the theory of information integration as the main axis through Cronbach test, descriptive statistic ANOVA tool. To verify the proposed theory and assumption, and probe how customers integrate the information of brand positioning and pricing promotion strategy when the two informations appear at the same time and then how the customers make final decisions of their intention to consume. Subsequently, we will study how much discount rate of the promotion price will affect the customers’ intention to consume. Through the result of the analytical experiment, it may conclude that as follows: 1.There exists the idea of brand positioning in customers’ mind. 2.When the customers of the 33 surveyed receive the two informations, brand positioning and price promotion, there are 36.6% of them use the addition model to integrate their intention, while the other 24.24% adopt the mean weight model to do it. 3.According to this study, we found that the higher the price discount, the higher the customers’ intention. 4.Although there is promotion price activity, the unclear band positioning will affect the intention of the customers’ Eventually, the restaurants should build up their good brand image while expecting to achieve the sales target at promotion price. In this highly fast changing society, to prevent from being shifted out the market, a unique and consistent comparative advantage for a restaurant is a must toward continued growth and successful development.

Finally, this thesis also identifies the antecedents, moderators and mediators that affect the role of anticipated regret on purchase intention. The results of the experimental study indicate the gender effect that female consumers generate more anticipated regret than males when confronting with price discount promotions. The results of comparison analysis demonstrate the sequence effect that, the effect of anticipated regret on purchase intention is larger if consumers are asked to anticipate regret of not purchasing the promotional item before their final purchase decision rather than if they are asked in the reverse sequence. The analysis results on the relationship between perceived value and anticipated regret indicate that anticipated regret is the mediator in the effect of perceived value on purchase intention.
Fourth, this thesis then studies the effect of price discount frequency on consumers' behavioral response with focusing on the affective stage of consumers' response and proposes a model that simultaneously considers consumers' attitude and anticipated regret. The results of an experimental study demonstrate that price promotion frequency negatively affects consumers' anticipated regret and purchase intention, and that the effect of promotion frequency on consumers' purchase intention is fully mediated by consumers' attitude towards the purchasing behavior together with consumers' anticipated regret.
Second, this thesis examines the effect of price discount framing on consumers' response, and proposes a price-value model to account for the effect of price discount framing on consumers' purchase intention. Results of two experiments indicate that price discount framing affects consumers' purchase intention through the full mediation of perceived value. The framing of dollar-based discount leads to higher perceived value and higher purchase intention than the framing of percentage-based discount; however, these effects are moderated by the degree of discount calculation difficulty and the price level of the promotional products.
The findings of this thesis have both potentially important theoretical significance for a better understanding of price discount promotion and practical implications for directing marketers to more effectively design their price discount promotion schemes. The research limitations of this thesis and future research directions are also discussed.
Third, the thesis investigates the effect of price discount depths on consumers' behavioral response. Under the means-end framework, this thesis extends the price-value model by including anticipated regret and proposes an integrated model to account for the mechanism that underlies consumers' behavioral response towards price discount promotion. The results of a survey study indicate that the proposed integrated model fits the data well, and that consumers' purchase intention is better explained and predicted by including consumers' anticipated regret in the model.
This thesis investigates how price discount promotion affects consumers' purchase decision making process with emphasis on the role of consumers' anticipated regret. Specifically, this thesis examines how the three important characteristics of price discount promotion (i.e., discount framing, promotion depth, and promotion frequency) affect consumers' behavioral response. First, this thesis provides a comprehensive review for the research literature regarding how price promotion affects consumers' response, making an in-depth discussion of the concept of anticipated regret, and then empirically identifying the effects of promotion framing, promotion depth, and promotion frequency on consumers' behavioral response.
Hao, Liaogang.
Advisers: Jianmin Jia; Samart Powpaka.
Source: Dissertation Abstracts International, Volume: 73-06, Section: A, page: .
Thesis (Ph.D.)--Chinese University of Hong Kong, 2011.
Includes bibliographical references (leaves 146-159).
Electronic reproduction. Hong Kong : Chinese University of Hong Kong, [2012] System requirements: Adobe Acrobat Reader. Available via World Wide Web.
Electronic reproduction. [Ann Arbor, MI] : ProQuest Information and Learning, [201-] System requirements: Adobe Acrobat Reader. Available via World Wide Web.
Electronic reproduction. Ann Arbor, MI : ProQuest dissertations and theses, [201-] System requirements: Adobe Acrobat Reader. Available via World Wide Web.
Electronic reproduction. Ann Arbor, MI : ProQuest Information and Learning Company, [200-] System requirements: Adobe Acrobat Reader. Available via World Wide Web.

碩士
國立臺灣大學
商學研究所
89
ABSTRACT GRADUATE INSTITUTE OF BUSINESS ADMINSTRACTION NATIONAL TAIWAN UNIVERSITY NAME：HUNG-WEN, TSAIDATE：JUNE, 2001 ADVISER：CHUNG-JAW, CHANG The Effects of Price Promotion Frequency, Discount Size, and External Reference Price on Consumers’ Behavior Promotions have increased in popularity during the past several decades. Price promotions provide some cues to consumers when they make buying decisions. The research is aimed at exploring the possible effects of price promotion and external reference price on consumers’ behavior. This research is directed to examine whether the plausibility of external reference price, the amount of discount size and the past price promotion frequency affect the consumers’ perceived quality, perceived value, brand evaluation, and purchase intention. This research proposes a model with three exogenous constructs (discount size, past price promotion frequency and external reference price of competitors) and six endogenous constructs (consumers'' perceived quality, internal reference price, perceived transaction value, perceived acquisition value, brand evaluation and purchase intention), and a 2（plausible and implausible-high discount size）×2（low and high past price promotion frequency）×2（plausible and implausible-high external reference price of competitors）between-subject factorial design is employed in this study. The major findings of this experiment include： ØThe more famous the brand product is, the less information is provided from price promotion and external reference price to consumers. ØConsumers’ internal reference prices are positively affected by external reference price of competitors perceived quality. ØHigher perceived quality or higher perceived transaction value results in higher perceived acquisition value. ØHigher perceived acquisition value results in higher brand evaluation and purchase intention, and there is a positive relation between brand evaluation and purchase intention.

碩士
國立交通大學
管理學院碩士在職專班經營管理組
95
How deep and frequency of price promotion is always one of the hardest decision for retailers. We may also see the trend that competitions get harder between national brands and private brands. Correspondingly, this study tries to provide a reference for retailers in developing promotion strategy via investigating the relationship between Retailers' profit and promotion deep as well as frequency under brands effect on sales. 　　Scanner data co-collected by GSB and Dominick's Finer Foods in Chicago was applied and analyzed in this study. It contains 847,282 observations covering 96 shops with 156 weeks' sales duration. Some findings were identified and concluded in this study as below. 　　Price promotion deep will negatively impact sales profit of retailers, while price promotion frequency will result a positive impact. Brand shows a significant moderating effect on price promotion strategy. Low price promotion deep and high price promotion frequency will generate positive result on retailers' profit for national brands with medium to high unit price. While, for private brands and national brands with low unit price, promotion strategy of high price promotion deep and low price promotion frequency was suggested.

碩士
國立成功大學
企業管理學系碩博士班
101
Companies use a lot of sales promotions to attract customers to buy the products. Sales promotions could be divided into monetary promotions (such like price discounts and buy one get another at half price) and nonmonetary promotions (such like buy one get one free, bonus pack and premium attached). Monetary promotions are in the same units as the sales prices; therefore they will be more easily integrated with the sales prices. Monetary promotion is likely to be seen as a reduced price. However, nonmonetary promotions are more difficult integrated with the sales prices. Therefore, this kind of promotion is likely to be seen as a separate gain. For the purpose, this research uses a scenario framing approach to example if a monetary promotion can reduce the reference price of a promoted product more than a nonmonetary promotion. The goals are three folds: (1) Examining if monetary and nonmonetary promotions result in similar reference prices; (2) Examining if “monetary promotion” framing lowers the reference price of a promoted product more than “nonmonetary promotion” framing; (3) Analysis whether brand loyalty moderates the relationships of monetary/nonmonetary promotion framing with reference price, as well as with perceived value and perceived quality. The results of the study show that both monetary promotion and nonmonetary promotion can reduce the reference prices whereas the reductions of the nonmonetary promotion are less than those of monetary promotion. Further, brand loyalty shows no moderating effect on the three relationships tested.

碩士
國立高雄第一科技大學
行銷與流通管理所
97
Under the retailing circumstances that have become saturated and highly competitive, most retailers are undertaking a variety of price promotion strategies to achieve their business objectives such as to increase sales revenues and market share, to secure operational income and cash flow, to improve profitability, etc. Although price promotion enhances short-term business performance, however, is this relationship expected to hold in different conditions (e.g., product lines) as well? The purpose of this study is to deliberate the relationships between price promotion and its sales consequence. In this study, price promotion is operationalized in terms of frequency of price promotions and depth of promoted prices, and sales consequence operationalized as units of promoted products sold. Furthermore, this study is also to examine whether or not these relationships are moderated by such factors as the original-price range of promoted products, the size (package volume) of promoted products, and the level of competitiveness in promoted products. The analyzed data of this study was collected from two hypermarkets located in southern Taiwan. The data included the records of 53 scheduled promotion-sales activities during the time period between 1995 and 1996. Regression analysis was used to investigate the hypotheses under study. According to the analysis, this study obtains empirical findings, as follows: 1.Frequency of price promotion and depth of promoted prices are positively associated with the quantity of promoted products sold. That is, both the greater price-promotion frequency and the more price discount increase the product quantity sold. 2.Such variables as original-price range, package size and competitive level of promoted products have partially moderating impacts on the positive relationships between the price promotions and the quantity of promoted products sold.

碩士
國立高雄大學
亞太工商管理學系碩士班
99
Mental accounting, based on past research, this current study claims that the form of price raising (or sales decreasing) may determine consumers’ classification of price raising in mental aspect. Especially, while price raising (or sales decreasing) has been seen as equivalent account as the existing products which compared with different account, the consumers will be more likely to perceive the price raising (or sales decreasing). It will further influence the consumers’ intention to repurchase. The current research examined hypothesis through three studies. First study, we examined the same types (compare with different types) of the promotion presented which are much easier to perceive by consumers, and further reduced their purchase intention. The second study further proved that even though the same promotion types, but presented in different frame while promotion activity is decreased, and the result would still be the same as study 1. It eliminated the alternative explanation. That is, the result in study 1 is due to the different promotion types or consumers’ preference to the free gifts. The third study use the form of price presented to assist consumers’ focus on the targets. The result shows that different types of price presented facilitate to reduce the consumers’ perception of price raising and increase in repurchase intension when the price raising. The results of the study not only fill the gap of previous “price raising” researches, but also have contributions to the practical operation. The author also found that assist through the presented form only could make consumers focus on different types (i.e., the formation of incomparable price raising) after price raising (or discount reducing). It will decrease the consumers’ perception of price raising but further increase the repurchase intension.

碩士
亞洲大學
經營管理學系碩士在職專班
97
The full-up common promotion, in convenience store and department store, when consumer spend money over an term, and get some gifts as feedback. In order to more understand the consumer behavior, the aim of this study is to understand the influence of consumer behavior in different convenience store consumer's background by full-up sale promotion. There are 517 study samples for the questionnaire survey of convenince store in HsinChu. The samples exclude the consumer whom never been to convenince store. Major findings of the study are summarized below: The convenience store customers consisted mostly of male, unmarried, under 20 years old. Consumer behavior mostly of 1~3 times a week, and the expenditure amount to $100. The mostly of female, unmarried, under 30 years old, graduated from secondary school, the monthly income between 40,000~50,000, are easily affected by the sale promotion.

碩士
國立高雄大學
亞太工商管理學系碩士班
100
This article explores how sales package framing, such as presenting a promotion as a bundle versus a free gift, influences consumers’ cost assignments to the specific items (focal vs. supplementary). It also considers the potential influence on perceived price increases and purchase intentions. With three experiments, this study shows that consumers assign more cost to the focal (supplementary) product in the free gift (bundle) condition; therefore, those in the free gift (bundle) condition perceive a smaller price raise and exhibit higher purchase intentions after the end of the promotional campaign, when the price of the focal (supplementary) product increases. These findings have significant implications for both framing research and marketing practice.

This thesis investigates consumer search behavior in different contexts and its implications on certain market outcomes. It consists of three self-contained essays. Part one investigates if people search optimally and how price promotions (such as the provision of price discounts) influence search intensity and risk-taking behavior. We start with a typical sequential search task in a finite time horizon (with exogenously determined price dispersion) as the baseline treatment. In the two experimental treatments, exogenous discounts are introduced to the search process. The treatments differ in the amount of information on the discounts revealed to the subjects. Subjects’ search behavior is roughly consistent with optimality for a risk-neutral agent, but significantly influenced by the introduction of discount vouchers. We find that subjects’ search intensity is significantly reduced if they are in a shop that offers discounts, even when the monetary benefit induced by the discount has been taken into account. This suggests that people seem to gain extra non-monetary utility from buying a discounted product. Alternatively, subjects might overestimate the value of a discount. Following the findings in part one, we focus on price-framing effects of discounts on consumer search behavior in part two. In order to isolate the price-framing effect from all other possible influences, we adopt an extremely simple two-shop search model in which a consumer who sees the price for an item in a shop has to decide either to buy it or to incur a search cost to learn the ex-ante uncertain price in a second shop. The experiment is designed such that a rational buyer should make identical decisions in the base treatment (where prices are posted as net prices in both shops) and in the experimental treatments (where the price in one of the shops is framed as a gross price with a discount, holding the net-price constant). Using structural estimation of the observed risk preferences, we find that people tend to be more risk-averse and hence buy from the initial shop more often in the discount treatments, regardless of where the discount is offered. The seemingly trivial change to a discount-framing increases the complexity of the decision problem. Subjects reveal a tendency to stick with the comparatively less complex options more frequently as the complexity of the decision problem increases. However, this bias declines with experience, as subjects become more and more familiar with the framing. In part three, we study search behavior in a market experiment, where prices are determined endogenously by human players. More specifically, we examine the behavioral factors and the underlying mechanism which drive the widely observed asymmetric price adjustment to cost shocks (in a world with costly search behavior and information asymmetry). We show that price dispersion, as well as asymmetric price adjustment to cost shocks, arises in experimental markets, even though the standard theory predicts neither. We find that after controlling all the potential theoretical factors, the observed price dispersion can be explained by the presence of bounded rational play. Under price dispersion, asymmetric price adjustment arises naturally, as it is harder for buyers to learn that a negative cost shock has taken place. Learning is much quicker after a positive shock.
Thesis (Ph.D.) -- University of Adelaide, School of Economics, 2010

碩士
中原大學
國際貿易研究所
99
Promotion has been a useful strategy of many merchants to increase store sales. A 3 (price promotion framing: single discount / multiple discounts- large discount first and small discount last / multiple discounts- small discount first and large discount last ) * 2 (price level of product: low / high) experimental design is conducted to investigate the effects of price promotion framing messages on consumer purchase intention. The experiment involved a total of 217 subjects. If the consumers anchor their evaluations on the first discount presented to them, and insufficiently adjust the evaluation based on the second discount, then the first discount has more weight than the second discount. This research investigated the effects of price promotion framing, order effect and product price level on consumers purchase intention. This study found that message order and price level influence message persuasion: under situational price promotion, low-price product exhibited primacy effects and high-price product exhibited recency effects.

M.Com.
Hi-Lo price promotions are engraved in the South African fast moving consumer goods (FMCG) sector where price cuts and pricing specials are used to draw consumer traffic into stores. Massmart, in particular, Game stores are known for price cuts in the way they promote hence the arrival of Walmart present a dilemma for Games stores because Walmart is known for its everyday low pricing strategy (EDLP) compared to Hi-Lo price promotions which are popular in Game stores...

碩士
國立成功大學
企業管理學系
103
Companies use sales promotions to increase sales volume, especially in building effective and short-run activities for their consumers. Companies not only change the scale of discount, but also manipulate the content of sales promotions, further influencing consumers’ perceived transaction, further affecting consumer’s perceived value. Sales promotion can be categorized into monetary and nonmonetary. When consumers receive monetary promotion (e.g. price discount), consumers regard it as decreasing in cost, and consider monetary promotion as reduced loss; when consumers receive nonmonetary promotion (e.g. buy one get one free or bonus gift), it has the commensurable unit to product’s price (e.g. extra product offers), so consumers will consider nonmonetary promotion as an extra gain. According to past studies, consumers receive a negative quality signal when sales promotions are presented. To consumers, facing loss has stronger effect than facing gain. Compared to nonmonetary promotion, monetary promotion is easier to decrease consumer’s reference price. My research designs three scenarios of sales promotions, including monetary promotion: two pack 50%off, nonmonetary: buy one get one free and bonus pack, to testify this theory. My research purpose is to discuss whether monetary promotion have a stronger decrease of inner reference price for consumers. Further to produce negative quality of products, leading to affect the consumers’ perceived value of purchase. Results of this research indicate that monetary and nonmonetary promotion both affect consumers’ inner reference price. Monetary promotion indeed has a stronger effect on consumers’ inner reference price and perceived value of purchase as compared to nonmonetary promotion.

碩士
國立高雄應用科技大學
資訊管理系碩士在職專班
101
Facebook, the popular community website in Taiwan, integrates the mature mobile phone positioning technology to release Location Based Service (LBS), and the domestic enterprises combine with the check-in and marketing ideas to organize promotion activities of “You Check-In, I Provide Discount” successively. This study intends to explore whether promotion activities used to stimulate consumption by the operators can really stimulate consumption and achieve marketing effect as expected if added with check-in promotion activities. In addition, it deserves exploration on what opinions the consumers show towards the check-in promotion activities. This study collects samples with online questionnaire. A total of 311 valid questionnaires are collected, with the valid collection rate of 85.9%. It conducts empirical data analysis with regression method. The analysis results show the check-in attitude and price promotion attitude originally held by the users have positive influence on the newly released check-in promotion attitude. The user’s information privacy concern towards check-in has negative influence on the check-in attitude, while the user’s check-in promotion attitude will positively influence the behavioral intention to consume during the check-in promotions. The mean values for check-in attitude, price promotion attitude and check-in promotion attitude is 4.0328, 5.5441 and 4.6597 respectively. It’s shown that the mean value of new check-in promotion attitude can be increased when the mean value of check-in attitude is added with that of price promotion. On the contrary, the mean value of new check-in promotion attitude will be reduced when the mean value of price promotion attitude is added with that of check-in. It can be concluded that the promotion combined with check-in will not surely achieve the win-win outcome as expected by the operators. Finally, some practical suggestions are proposed based on the study results, which are expected to provide reference and improvement for the enterprises when holding check-in promotion activities.