| Summary: | 碩士 === 國立臺灣大學 === 商學研究所 === 93 === The sales promotion activities are used to satisfy communication gaps between consumers and factories. Some of the more commonly used tools aimed at the final consumer include the gift offers, coupons, competitions and point of purchase materials.
However, Mela, Gupta and Lehman (1997) addressed that if the factories depend on monetary sales promotion tools too much, the consumers’ price sensitivities will increase and the factories’ brand equities will also be hurt. Moreover, past studies almost focused on the issues of coupons or price-off discounts. Premiums are common promotion tools in Taiwan, but related studies are rare.Therefore, the purpose of this thesis is to figure out what makes premiums more effective.
There factories can be divided by number of product category. One is department stores in which there are many kinds of goods and the other is stores where only one kind of good is sold. Therefore, in this thesis, two studies were designed to analyze the important variables of premium promotion.
The purpose of study 1 is to examine whether the accumulating consuming threshold and store image affect the perceived value of the premiums. The purpose of study 2 is to examine whether the brand evaluation can increase the premium’s perceived value and whether the benefits of premium should fit with product.
The thesis has several important conclusions:
1.The perceived value of premium will increase when the accumulating consuming threshold is higher.
2.The perceived value of premium will increase when the brand evaluation of the main product is high, and it will decrease when the brand evaluation of the main product is low.
3.The perceived value of premium will increase when the benefits of premium fit with the main product, and it will decrease when there is no fit relationship.
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