A Study On Different Sales Promotion Based On The Psychological Factors Of Customers Learning

In the theory of marketing management, sales promotion research is always an area full of controversies. Facing the fierce competition and the pressure of a weakening consumer demand, thus, the sales promotion strategies is more and more popular, though it is likely to be imitated by each other and difficult to create brand equity. In china, since many enterprises are wrapped up in competition and get little acquaintance of the inner factors of the "consumer-oriented sales promotion behavior", their over-promoting actions have lead to severe consequences. The phenomenon of contrastive principles between intensity and utility in sales promotion has made many experts diverting their attention to the inner relationship between the attitude and actual behaviors in marketing promoting. This paper studies different sales promotion behaviors by different sales promotion interest means from the angle of consumers. Through previous experience, we know different interest sale promoting means could form different psychological factors, and these factors have consequently influence the consumers'purchasing behaviors in the case of sales promotion and secondly influence the effectiveness of the promoting means. The specific contents are as follows:Firstly, this paper introduces the background, aims, meanings, thoughts, theories of sales promotion and the relative theories of sales promotion between consumers learning. Through sorting out the previous literatures, we discover:at present, the studies in china are almost concentrating on the price promoting area, while it seems to be dissatisfied to wholly grasp the sale promoting means. What is more, most of our studies are barely speculation and retailing of external studies, seldom any positive articles:the studies in china from customers learning is very poor, especially combining with specific promotion means, and different interest means.Secondly, through the arrangement of the previous literatures, this paper draws lessons from the previous research and analyzes its disadvantages, designs a research frame, puts forward the research speculation and method, identifies the research pattern and conducts questionnaire survey. It analyzes the data from the survey using the SPSS, specifically including the description of the statistic sample, the analysis of the reliability and the effectiveness to ensure the quality of the scale. Through the paired-sample T test and by ways of multi-recurrence, we analyze and explore the actual behaviors in different sales promotion interest means, the psychological factors of learning effectiveness by different sales promotion means and the influence the latter exerts on the former.At last, through demonstrations we draw the conclusions are as follows:(1) The consumers have different views towards the three dimensions of actual behaviors of sale promoting by different ways. People tend to accept the direct discounting, derive the immediate currency interest, and feel better to have hedonic interest. (2) By different sale promoting means, the four psychological factors of consume study effectiveness are variable. The four dimensions and the mean value of psychological factors of consumer study effectiveness by ways of discounting and sale promoting, are all higher than gifts, which has explained people care more for discounting and sale promoting and study more on it. (3) On the basis of the study result, we discuss the enlightenment of management of sale promoting means:suggestions separately from three aspects the nature of sale promoting means, the study ability and psychological factors of sale promoting, sale promoting innovation.