The effect of involvement and sales promotion in product attributes--A study on sport shoes.

• Main Authors: Wen-Cheng Liao, 廖文正
• Other Authors: Horng-Jinh Chang
• Format: Others
• Language: zh-TW
• Published: 2003
• Online Access: http://ndltd.ncl.edu.tw/handle/61479544069217619340

碩士 === 淡江大學 === 管理科學學系 === 91 === This research is mainly discussing the effect of various promotions on different consumers, the various involvement of consumers’ different emphasis on product element, and the different level of importance on different promotion of consumers with different level of involvement. And then, we would try to find appropriate promotions for different target groups in view of manufacturers. This research defines promotion as price promotion and non-price promotion, uses cash discounts and samples as physical promotional tools. We adopted simple random sampling and questionnaire survey to collect original data. For price promotion, different gender, marriage status, financial status, age and occupation will influence consumers’ view on product attributes. And for non-price promotion, different gender, marriage status, financial status, age and occupation will also change consumers’ view on product attributes. No matter what promotion, the level of involvements has significantly effect on product attributes. Consumers who have higher involvement will emphasize much more on product attributes. Therefore, consumers with high involvement will be unwilling to accept different information and will usually take product information into serious consideration. The product decision process of consumers with high involvement is much more complicated than ones with low involvement. They also have persisting attitude than those with low involvement.