Research on Sales Promotion and Purchasing Behavior according to AIDA Pattern---taking the cellular phone market in Kaohiung City as an example

• Main Authors: CHEN, HUNG-MING, 陳宏明
• Other Authors: LIN,Tsai-yuan
• Format: Others
• Language: zh-TW
• Published: 1999
• Online Access: http://ndltd.ncl.edu.tw/handle/43320300208250835034

碩士 === 國立中山大學 === 企業管理學系 === 87 === To distinguish consumers'' readiness of purchasing behaviors into cognition, affection and action, and analyze these stages according to AIDA Pattern. Indeed, we find that consumers'' noticed specific tendencies, interests and desires toward many kinds of advertisement media, promotion activities, and commodities attributes. According to this research, Cellular phone systematic enterprisers can actually understand its target market which is supplied with a higher tendency of quality at every stage. In accordance with the resources of their own, cellular phone systematic enterprisers should proceed research and analysis on advertisement media, promotion activities, and commodities attributes in order to find out the best budget assignment and promotional combination. 1. Consumers have basic differences toward many kinds of advertisement media. Therefore we can''t take them without discriminatin. In this research we find that consumers are influenced more readily by television media. In many kinds of advertisement media, they should focus on those who work in private enterpises, have a middle or lower educational background, get a middle or lower income job or lead a diligent, frugal and conservative life style as its target market. But as for individual advertisement media we could still find differences. For example, the middle and the elderly have preference toward newspapers and magazines.Similarly, females purchasing behaviors are influenced more by magazines. 2. Consumers have different interests and desires toward many kinds of promotional activities. In this research we can find that consumers like the promotional activities with discounted prices the best. The promotion activities should focus on those who work in private enterprise, has a middle or low educational background, get a middle or lower income job or lead a diligent, frugal and conservative lifestyle as its target market. But as for individual promotional activities we can still find differences. For example, to target female consumers we can choose to give away supplymentary gifts or arrange a salesperson to promote certain sales. As for military and governmental employees we can choose equivalent voucher to promote specific sales. 3. Similarily, Consumers have different purchasing tendency toward many kinds of commodities attributes. In this research we can find that cellular phone purchasers are those who work in private enterprise, get a middle or lower income job or lead a diligent, frugal and conservative lifestyle as target market. Secondly, the service fees and the total fees are the main factors when purchasers choose to buy one cell phone. Though short term promotion activities can efficiently increase cell phone purchasers, in regard with long term plans, cellular phone systematic enterprisers should improve the quality of receiving to increase competitiveness among enterprise.