关于消费者对促销的反应行为研究  

Research on Consumer Behavioral Response to Sales Promotion

作　　者：郝辽钢[1] 高充彦[2] 

机构地区：[1]西南交通大学经济管理学院,四川成都610031 [2]对外经济贸易大学国际商学院,北京100029

出　　处：《北京工商大学学报（社会科学版）》2008年第5期45-49,共5页JOURNAL OF BEIJING TECHNOLOGY AND BUSINESS UNIVERSITY:SOCIAL SCIENCES

基　　金：国家自然科学基金资助项目"顾客满意度及其不确定性对企业财务业绩的影响研究"(70772001);项目负责人:高充彦

摘　　要：不同类型的促销工具在导致消费者产生特定反应行为方面具有差异性。针对消费者品牌转换行为最有效的促销工具是价格折扣和样品赠送;针对消费者购买加速行为最有效的促销工具是价格折扣与购物赠礼;针对消费者增加购买量最有效的促销工具是价格折扣;针对消费者产品试用行为最有效的促销工具是价格折扣、样品赠送、购物赠礼;购物抽奖相对来说促销效果最差。营销者应根据企业目标针对性地选择最合适的促销工具。There are differences among different types of sales promotion instruments in leading consumers to make specific behavioral response. Price discount and samples are the most effective sales promotion instruments for consumers to switch to other brand. Price discount and gift coupon are the most effective sales promotion instruments for consumers to accelerate purchase. In encouraging consumers to purchase more, price discount is the most effective sales promotion instrument. For inducing con- sumers to try new products, the most effective sales promotion instruments are price discount, sample and gift coupon. Relatively speaking, lucky draws are the least effective in sales promotion. Marketers should select the most appropriate sales promotion instruments according to their major objective of sales promotion.

关 键 词：促销工具 消费者行为 促销效果 消费者反应 

分 类 号：F063.2[经济管理—政治经济学]