[마케팅] Effect of price promotion on the perceived price(영문)

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[마케팅] Effect of price promotion on the perceived price(영문)에 대한 자료입니다.
목차
1.Introduction
2.Concept
3.Hypothesis
4.Methodology
5.Result
6.Conclusion
7.Limitation
본문내용
Taking into account the characteristics both of the market and of the service
Tourist market is important for the development of the
economy, and has a great importance within the area
of services.
tour packages : categories that price promotions are
often used, perceived as "high-risk products" by
consumers and the subject of intensive price search
consumer plans to purchase a trip → they use
external indicators, such as price, in order to compare
and take a decision



1. High unit cost and high purchase rick
⇒ following stages in the process of deciding to buy
- recognition of need - search for information
- evaluation of the alternative - decision to buy
- use and post-purchase behavior
more expensive, and risky services
⇒ customers are exposed to more commercial stimuli
such as price promotions

2. Service is intangible ⇒ pay more attention to external signs of quality
Greater importance of price and of effort to search
⇒ the effect of price promotions can differ from the observed effect
in the market for goods.


A high percentage of Spaniards who had
traveled to these destination
Madrid residents are the Spaniards who travel
most to international destibations(21.4percent)
They are mainly individuals between 25 and 39
year of age, with university degrees who
live with partners and dependent children

The decrease in the demand as a result of the attacks, the increase of
competition due to the emergence of low-cost airline companies, and
the parity of the e and the $ caused the use of promotions as a mechanism
for increasing the sales to become a common strategy.


This result confirms those
obtained in the empirical
model on the significant
negative effect that promotions
Have exercised on the
configuration of the consumer’s
reference price.