| 消费者对价格折让促销的反应研究——基于郑州中低端白酒市场的实证分析 |
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| 引用本文： | 吴见平,侯翔. 消费者对价格折让促销的反应研究——基于郑州中低端白酒市场的实证分析[J]. 价值工程, 2010, 29(13): 15-16 |
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| 作者姓名： | 吴见平 侯翔 |
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| 作者单位： | 江苏科技大学经济管理学院,镇江,212003;江苏科技大学经济管理学院,镇江,212003 |
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| 摘 要： | 本文通过对郑州中低端白酒市场促销效果调研获得的第一手资料,应用SPSS13.0、AMOS7.0等工具对数据进行处理,分析了消费者对价格折让这种促销手段的反应,最后运用结构方程模型从品牌换、品牌忠诚、购买时机、购买数量、产品试用等五个因素验证了消费者应答价格折让促销的影响程度。
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| 关 键 词： | 价格折让 消费者反应 中低端白酒市场 |
Studies on Consumer Response to Price Discount Promotion:An Empirical Study Based on Medium and Low-end Liquor Market in Zhengzhou |
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| Wu Jianping,Hou Xiang. Studies on Consumer Response to Price Discount Promotion:An Empirical Study Based on Medium and Low-end Liquor Market in Zhengzhou[J]. Value Engineering, 2010, 29(13): 15-16 |
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| Authors: | Wu Jianping Hou Xiang |
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| Affiliation: | Wu Jianping;Hou Xiang(School of Economics and Management,Jiangsu University of Science and Technology,Zhenjiang 212003,China) |
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| Abstract: | With SPSS13.0,AMOS7.0 tools sorting out first -hand information gained from sales in the medium and low end liquor market in Zhengzhou;analysis has been made of consumers＇response towards price cuts as discount promotions.Companied by the application of structure equation model,researches have been done by analyzing the impact of price discount promotions on consumers＇response with a view of five factors varying from the brand switching,brand loyalty,purchase timing,purchase quantity and products on trial. |
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| Keywords: | price discounts consumer reaction medium and low end liquor market |
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