The effect of limited edition on consumers'' purchase decision

• Main Authors: Ya-Timg Chan, 詹雅婷
• Other Authors: Shu-Fen Shen
• Format: Others
• Language: zh-TW
• Published: 2006
• Online Access: http://ndltd.ncl.edu.tw/handle/g86j29

碩士 === 銘傳大學 === 經濟學系碩士班 === 94 === Abstract The product characteristics will affect consumer demand for goods, proposed and tested by Ladd and Suvannunt (1976). The firm will attract the consumer s’ attention by the characteristics of the limited edition. The product characteristics of the limited edition are different from others product characteristics, and the sales are limited in time period and quantity. In this study, and we use brand equity to index the consumer goods characteristics. We want to confirm some properties under limited edition strategy. We choose two goods, shampoo and potato chips of two different brands to verify the variation effects of brand equity on consumer demands. We further study the brand equity effect on the regular and limited edition product choice and the purchase quantity. We adopt the logit regression model to analyze the consumers’ choice decisions in these two products. And we use the negative binominal regression model (NBRM) to discuss the purchase quantity function of two products. In summary, we confirm the following assertions. First, the variation of brand equity will affect the consumers’ choice decision. Second, the brand equity, sex and income level will alter the consumers’ purchase quantities. Third, the firm’s limited edition tactic affect the consumers’ choice. Consumers often choose the regular good after the sales of limited edition