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The defense date of the thesis is 2008-08-02
The current date is 2019-05-22
URN etd-0801108-232014 Statistics This thesis had been viewed 2750 times. Download 4 times. Author Ching-Shan Ma Author's Email Address No Public. Department Management Business Administration Year 2007 Semester 2 Degree Master Type of Document Master's Thesis Language Chinese&English Page Count 151 Title THE EFFECTS OF PRICE DISCOUNT DEPTH AND PRICE DISCOUNT TYPES ON CONSUMERS’ PERCEIVED VALUE AND PURCHASE INTENTIONS Keyword purchase intention price discount type price discount size perceived value price level price level perceived value price discount size price discount type purchase intention Abstract The density of convenience stores in Taiwan ranked as number one in the world showed from the survey data of 2007, average of 2,700 persons per convenience store. Therefore, convenience stores occupied an important position in the lifestyle of Taiwan people. After the fad of Kitty magnet collection which started by the President Chain Store Corporation; 7 eleven; at 2005, it created recorded high of 9.38 billions dollars of business in one month. Other convenience stores followed the footstep by campaigning varieties of promotions and additional services and hoped to preserve its position in this competitive market.
Up to the present, the majority of the promotions developed by each convenience store were gift with purchased for over certain amount, discount, or draws. Based on previous researches, it indicated that the promotion based on price incentive; the current trend; can stimulate the sales power in short time. This study used 2x2x2 experimental design to investigate the influence on customer perceived value and purchase intention due to discount size (high or low) and type of price discount with interaction factor on the price level (high or low).
Results were as follow: (1) there was significant difference in customer perceived value and no significant difference in purchase intention due to different level of discount size (high/low) in convenience stores; (2) there was significant difference in customer perceived value and purchase intention due to different discount type in convenience stores; and (3) the interaction effect of different price level (high/low) under different discount size (high/low) and discount type (percentage off/cash rebate) make no significant difference in customers perceived value and purchase intentions.
Besides, through the mean average analysis, the convenience store should implement percentage off price promotion on products which have lower price in order to make customers have higher perceived value and purchase intention.
Advisor Committee Mei-Fang Chen - advisor
Files Date of Defense 2008-07-22 Date of Submission 2008-08-02