음료제품에 대한 판촉유형이 소비자 지각과 구매태도에 미치는 영향

The Effects of Promotion Types on Consumers' Perceptions and Purchasing Attitudes towards Beverage Products

This study looks into the consumers’ different perceptions of the price-off promotion and the bonus-pack promotion, to understand how the perceptions on the reduced loss and the increased gain would influence the purchasing attitudes towards beverage products. In order to achieve the research objectives, the study designed four different testing advertisements by applying the hedonic goods and the utilitarian goods to both the price-off promotion and the bonus-pack promotion. The study, then, conducted a questionnaire to consumers and they experienced one of the four different types at random. The valid samples of 135 copies of the questionnaire were collected. The findings indicated that consumers determined the price-off as the reduced loss and the bonus-pack as the increased gain at both the hedonic goods and the utilitarian goods. Importantly, while for the utilitarian goods, both the increased gain and the reduced loss influenced the purchasing attitudes, for the hedonic goods, only the increased gain influenced the purchasing attitudes. Furthermore, the study confirmed that the sales promotion types would not make differences in the consumers’ purchasing attitude despite the differences in their perceived values.