| Summary: | 碩士 === 國立交通大學 === 管理科學系所 === 92 === With the reviving of the economy, our highly-improved life quality booms service industries and causes economic growth. Among the service industries, general merchandise trade having a great to do with economic development for its great amount of cash flow is especially worthy of attention. Furthermore, many large department stores have been opened in the recent years and they do their best to promote in order to attract consumers and boost sales. Since 20% off for all and price reduction is very common, sellers start rewarding their customers with large numbers of prizes to draw their attention.
Lately, a frequent promotion is that customers can reward unique gifts with their receipt for the purchasing amounting to a certain volume of money in a limited period of time and there are usually more than two gifts offered for choice. Therefore finding out the suitable quantity of gift's choices helps sellers with stock management of prizes and it's a worthwhile research. Besides, I also take in the time period of promotion activity with the limit of choices of gift’s quantity and I hope my study can provide a most effective way to promote with gifts for department store sellers.
The study shows:
1).In the "buy some get gifts free" promotion activities, consumers' behavior changes when the quantity of gifts for choice is different.
2).Time period of promotion－The long period has a distinct influence on consumers' behavior.
3).As for the evaluation of the store, different ways of gift promotion has vague effect upon consumer's behavior.
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