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URN etd-0302110-114721
Author Yung-Cheng Chu
Author's Email Address No Public.
Statistics This thesis had been viewed 5599 times. Download 7431 times.
Department Business Management
Year 2009
Semester 2
Degree Master
Type of Document
Language zh-TW.Big5 Chinese
Title A Study of Sales Promotion Effects on Perceptive Value, Purchasing Intention and Loyalty- A Case of
Watsons Drugstore.
Date of Defense 2010-03-01
Page Count 111
Keyword
  • Impulse purchasing characteristic
  • Purchasing Intention
  • Sales Promotion
  • loyalty
  • Perceptive Value
  • Abstract Financial Crisis has seriously shut down global economy and Taiwan also couldn’t escape from the strike of current Financial Tsunami. Under this condition, consumers become stricter on budgeting. Especially as rising price causes real income decrease, consumers would pinch pennies on necessity spending. We all know Watsons is the famous chain store of cosmeceuticals, which sells not only medicine but also cosmetics and commodities. Thus, this research takes Watsons as the example to explore the relationship among sales promotion, perceptive value, purchasing intention, and customer’s loyalty. The main purposes as follows.
    1. To understand customer’s view towards sale promotion campaigns of Watsons.
    2. To explore whether different sales promotion campaigns influence perceptive value, purchasing intention or customer’s loyalty.
    3. To discuss the relationship among sales promotion, perceptive value, purchasing intention, and customer’s loyalty.
    4. To analyze whether impulse purchasing characteristics modifies the effect of sales promotion on perceptive value, purchasing intention, and customer’s loyalty.
    According to SPSS statistic analysis software, I have some findings as follows:
    1. Customers prefer “pay one more dollar, get one more item” than “Redeem”
    2. Different sales promotion cause different influences on perceptive value, purchasing intention, and customer’s loyalty.
    3. The effect of sales promotion on purchasing intention and customer’s loyalty is significant.
    4. Impulse purchasing characteristic doesn’t have modified effect.
    Advisory Committee
  • Pei-how Huang - chair
  • Tsuang Kuo - co-chair
  • Tai-Hwa Chow - advisor
  • Files
  • etd-0302110-114721.pdf
  • indicate access worldwide
    Date of Submission 2010-03-02

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