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논문 기본 정보

자료유형
학술저널
저자정보
박철주 (삼육대학교) 박재성 (삼육대학교)
저널정보
국제융합경영학회 The Journals of Economics, Marketing & Management 융합경영연구 제4권 제1호
발행연도
2016.3
수록면
23 - 33 (11page)
DOI
http://dx.doi.org/10.20482/jemm.2016.4.1.23

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초록· 키워드

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Sales promotion is defined as the short-term incentive to encourage the purchase or sale of products and services. Retailers conduct a variety of sales promotion to encourage the purchase or sale of products and services. It is often used to induce the purchase of customers in short term and to improve the relationship with customers in the long term. Many previous studies about the effect of price discount SP on increase in sales and image improvement have conducted. But the study of non-price promotion, especially SP with 'Gifts', meanwhile, has been seldom researched. This study is to investigate the effect of the Gift SP conducted by retailers on the customer evaluation of the product and its Gifts. This study is to investigate the effect of 'Gifts', among the non-price promotion, on the customer evaluation. First of all, previous studies about the effect (-) of Sp with 'Gifts' on the customer evaluation of the product and its Gifts, and the factors that offset the negative effect of SP with 'Gifts' on quality perception are to examined. In this study, additionally, the summary of the study based on the previous studies and the research subject in the future are to be presented. Firstly, to examine the previous researches on the effect of SP which retailers conduct on the increased sales and or enhanced image, price discount SP has attracted a lot of attention as a research subject but researches on non-price sales promotion, particularly on SP with gift have seldom conducted as a research subject. Secondly, in the previous studies relevant to Price Discount SP, the long-term negative (-) effect of the target product or brand of SP has been studied. However, a few researches on the long-term negative (-) effect of SP with gift have been conducted. Thirdly, it might be brand affinity and purchase limit that buffered the negative (-) effect on the perceived quality of SP with gift which retailers had conducted. In spite of various studies conducted by many researchers, each study have discussed the consequences under certain circumstances and integrated results of research have not been in progress. It may be the research issues left to us to clearly identify the psychological mechanism of consumers until the effect of SP happens in order to theorize SP and to present a practical and useful suggestion.
#Sales Promotion #Price Discount Promotion #Non Price Promotion

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참고문헌 (24)

참고문헌 신청
Aaker, D. A. / 1996 / Building Strong Brands / The Free Press google schola Ailawa, K. L. / 1998 / The Benefits of Promotion-Induced Stockpiling / Tuck School of Business google schola Bawa, K. / 1987 / The Effects of a Direct Mail Coupon on Brand Choice Behavior / Journal of Marketing Research 24(2):370~376 google schola Blattberg, R. G. / 1989 / Sales Promotion : The Long and the Short of It / Marketing Letter 1(2):81~97 google schola Blattberg, R. G. / 1990 / Sales Promotion Concepts, Methods, and Strategies / Prentice Hall google schola

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