Dissertation > Excellent graduate degree dissertation topics show

Promotional Tools on Consumer Purchase Behavior-A Case of Zhengzhou Low-end Liquor Market

Author: HouXiang
Tutor: WuJianPing
School: Jiangsu University of Science and Technology
Course: Business management
Keywords: promotion consumer behavior liquor market structural equation model
CLC: F274;F224
Type: Master's thesis
Year: 2011
Downloads: 292
Quote: 0
Read: Download Dissertation


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

Related Dissertations

  1. The Status Popularization of Cage-football in Zhejiang Province,G843
  2. Research on Effect Relationship of the Innovation Resources Environment, Technological Innovation Capability and the Innovation Performance,F273.1
  3. Identification、Diversity and Phylogenetic Analysis of Antagonistic Bacillus Isolated from Different Chinese Areas,S476.1
  4. Screening of Phosphate Solubilizing Bacteria, Optimization of Phosphate Dissolving Conditions and Its Promotion to Maize Growth,S513
  5. Study on Vertical Coordination and Cow Breeders’Quality Control in Nanjing,F322
  6. Development of Sericulture in Yancheng,F326.3
  7. Wuhan Entrepreneurial Effect of Policy Implementation to Promote Employment Index System,F249.27
  8. College Students’ Subjective Well-being and Influential Factors of the Training Path,B844.2
  9. The Investigation of Promotion Models of China’s Independent Costume Designer’s Brands,TS941.2
  10. Screening of Silicate Mineral-solubilizing Bacteria and Their Effect on Silicon Dissolution in Soil,S144.9
  11. Current consumer behavior research of Migrant Workers,D412.6
  12. Research on Network Marketing Stragies in the Virtual Community,F274
  13. Systemic Functional Linguistics Perspective Multimodal Discourse Construction of Interpersonal Meaning,H052
  14. Shanghai women's apparel network of consumer behavior analysis,F724.6;F224
  15. Brand new media environment, consumer behavior Analysis,G206-F
  16. Electronic paper book Consumer Psychology Behavior Analysis,F426.6
  17. The Exploitation and Application of Customer-Action Analysis System on Date Mining,TP311.13
  18. Nanning City residents food consumption behavior,F719.3
  19. Study on Entertainment Consumption of Tourists in Tourist Attraction: A Perspective on Tourism Motivation,F590
  20. C2C e-commerce mode based product recommendation system applied research,F724.6
  21. Context of Chinese 3G mobile customer relationship and satisfaction evaluation study,F626;F274

CLC: > Economic > Economic planning and management > Economic calculation, economic and mathematical methods > Economic and mathematical methods
© 2012 www.DissertationTopic.Net  Mobile