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The defense date of the thesis is 2006-04-21
The current date is 2017-09-23
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Management Business Administration
Type of Document
THE IMPACTS OF PRICE DISCOUNT, PRODUCT DIFFERENTIATION, AND SERVICE QUALITY ON PURCHASE INTENTION FOR INDUSTRIAL PRODUCTS—BOPP FILM INDUSTRY AS AN EXAMPLE
and Purchase intention
and Purchase intention
Marketing strategy and procurement decision-making of organizations for industrial products are different from those for consumer goods. Volume of purchase, demand properties of purchase, professionalism of purchase, and decision-makers of purchase are much more complicated than those of purchasing consumer goods. This study is dedicated to studying the impacts of price discount, product differentiation and service quality on intention of organizations for BOPP industrial products. Three hypotheses proposed in this study are supported. We can draw conclusions this as follows: (1) The more the price discount is, the higher the purchase intention will be. (2) The more the product differentiation is, the higher the purchase intention will be. (3) The better the service quality is, the higher the purchase intention will be. Suggestions to BOPP Plastics Film industry are as follows: (1) Price discount is indeed the strategy to inspire customers to purchase; however, BOPP film suppliers shall not rely on price discounts often to promote sales for the fear of quality deterioration. To prevent the bad effects be happened on promotion. (2) BOPP film suppliers must have an adequate and reasonable price discount to adapt market demand change. (3) Product differentiation is the core competence of the BOPP film industry; in other words, continuous product innovation is the key to survive in fierce market competition. (4) Excellent service quality is the key element to maintain the long-term purchase relation with customers. Suppliers are to provide customers with quick response and excellent service. (5) Suppliers can apply the price discount, product differentiation, and service quality strategy together to stimulate the purchase intention of customers continuously in order to keep competitive advantages in the market. Key phases: Price discount, Product differentiation, Service quality, and Purchase intention