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A Research on the Attitude and Relative Reactions of Consumers under Promotions in Supermarket

Author: YangJie
Tutor: JingFengJie
School: Wuhan University
Course: Business Administration
Keywords: Promotion of supermarket Consumer reaction Questionnaire investigation
CLC: F721.7
Type: Master's thesis
Year: 2005
Downloads: 1937
Quote: 6
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Abstract


Actually, fast developing of Chinese economy has last more than 20 years. With the unbound of oversea found & personal found, retailers of supermarket have boomed everywhere in big or small cities in China. The fastening developments are making the cruel competitions among supermarkets more complicated.Quality and price are always the two items for competitions. But the compositions among retailers of supermarket are competition in marketing, rather than quality or price. As very important marketing tools, sales promotion tools are widely used in all kinds of retailers of supermarkets. They are the most important marketing, and they are used frequently. But the effectiveness of promotion is not always related to the cost of it. It’s a problem; so researching the reacting of consumers under promotion is quite significant. This article analyzes the different way and method of promotions, and analyzes the way of consumer’s reaction under promotion, and raises two suppositions to the actions of consumers: the first, the action effect of consumers decides by his (her) attitudes. The second, promotions to different good make different effect.This paper also has collected data through questionnaire investigation. After analyzing (through SPSS) and studying the data, I sign a solution that the first suppose is correct to some kinds of promotions and not to other kinds. The second suppositions are confirmed reasonably. That is, consumers ’reactions to promotion are usually decided by their attitudes to promotions for some kind of promotion, and the effects of promotion are different when promotion used on different goods.The researching of this paper is significant for manager to analyze the effectiveness of promotion, and to decide how to execute the promotion tools.

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CLC: > Economic > Trade and Economic > China's domestic trade and economic > Commercial institutional and organizational > Supermarkets, chain stores,specialty stores
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