The Study of Consumer Evaluation of Reference Price─Effects of Competitive Brands’ Prices information and symbolic brand

• Main Authors: Hsiu-Hua Chu, 褚秀華
• Other Authors: Yi-Ming Tseng
• Format: Others
• Language: zh-TW
• Published: 2000
• Online Access: http://ndltd.ncl.edu.tw/handle/77928690327318329574

碩士 === 淡江大學 === 國際貿易學系 === 88 === Abstract: Retailers often present the reference price to enhance the effect of sale promotion when they are promoting. However, there are hardly researches on how other competitive brands’ price information may influence the effect of advertisement reference price and associated symbolic brands. This study aimed to discuss how the reasonability of the advertisement’s reference price influences the sales promotion effect, and how the symbolic brands or not as well as offering the competitive brands’ price information affect the reference price effect. These issues are studied with two 2Ⅹ2Ⅹ2 experimental designs , using walkman, handbag and watch as the products. The experimental designs were conducted under conditions which the reasonability of the advertisement reference price (1.plausible v.s plausible-high 2.plausible-high v.s implausible), the symbolic brands or not and offering the competitive brands’ price information or not. Using female undergraduates as respondents, the questionnaire was designed to understand the consumers’ price perception and willingness to purchase. The methods of data analysis include：T-test analysis, one-way ANOVA analysis, MANCOVA analysis, and correlation analysis. The research result is as follow： 1、 The reasonability of the advertisement reference price will affect consumer’s price recognition and purchase attention. The more implausible the advertisement reference price is, the more significant the effect will be. 2、 When consumer face to the symbolic brands, the advertisement reference price more implausible will effect consumer higher willingness to purchase, objective savings recognition and lower subjective search intention. 3、 When competitive brands’ price information is provided, the advertisement reference price more implausible will effect consumer higher willingness to purchase, subjective savings recognition and lower objective search benefit.