The Effects of Premium Sales Promotion on Customer Perceived Quality, Product Category, and Retailer Image

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. This study is to investigate the effect of the Premium SP conducted by retailers on the customer evaluation of the product and its premiums. This study is to investigate the effect of 'premium', among the non-price promotion, on the customer evaluation. First of all, previous studies about the effect (-) of Sp with 'premium' on the customer evaluation of the product and its premium, and the factors that offset the negative effect of SP with 'premium' on quality perception, Product category, and Retailer image are to examined. 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.