品牌女装消费者对价格促销的态度研究

运用问卷调查的方式,对广州市品牌女装消费者对价格促销的态度进行研究,有如下结论：不同品牌忠诚度的消费者对价格的重视度有显著的差异,价格促销对忠诚度越低的人越有影响;不同品牌忠诚度的消费者在不同的价格促销状态下的态度存在差异,偶尔的深度折扣对感知价格评价和对购买意向的影响方面皆较为积极;消费者在打折时的质量感知、购买意向、期望促销持续时间、感知知名度和感知价格的评价都较为积极;忠诚度较高的消费者有着更高的折扣区间;优惠券对刺激消费者购买意向的作用非常有限。

Research on Consumer Attitude to Price Promotion of Brand-name Clothes

By questionnaire research, this paper studies the attitude of consumers to the price promotion of brand-name women＇s clothes in the city of Guangzhou and makes the following findings. （1） Consumers with different brand loyalty attach different importance to price, and price promotion has increasing effect as brand loyalty is lower. （2） Consumers＇ attitudes may vary according to different degrees of brand loyalty and different pricing, and occasional large discounts may have positive effect on price appraisement and purchasing intention. （3） During the period of sales, consumers have a more positive sense of quality, purchasing intention, expected time for promotion, and assessment of perceived brand name and price, and those with higher loyalty have larger space for discount, while coupons only have limited influence on their purchasing intention.