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

[마케팅] Effect of price promotion on the perceived price(영문)-3

[마케팅] Effect of price promotion on the perceived price(영문)-4

[마케팅] Effect of price promotion on the perceived price(영문)-5

[마케팅] Effect of price promotion on the perceived price(영문)-6

[마케팅] Effect of price promotion on the perceived price(영문)-7

[마케팅] Effect of price promotion on the perceived price(영문)-8

[마케팅] Effect of price promotion on the perceived price(영문)-9

[마케팅] Effect of price promotion on the perceived price(영문)-10

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레포트 > 경제경영계열
2010.11.24
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[마케팅] Effect of price promotion on the perceived price(영문)에 대한 자료입니다.

-Introduction

-Theoretical framework and formulation of the hypotheses

-Methodology
Description of the information collection process

-Measurement of the variables

-Results

-Conclusions

-Limitation

본문내용

Theoretical framework and formulation of the hypotheses
When consumers plan to acquire a service that requires a high degree of commitment, they consider the price of different options and brands as a key factor in making a choice. The perception process takes place through a comparison of the selling price, called the external reference price, with a price standard present in the mind of the consumer. This standard is called internal reference price. This price constructed through the price information to which a consumer is exposed, over time and/or by context. In order to get consumers to acquire a certain product, companies may act on the selling price, as they tend to, modifying it by the timely application of price promotions and creating dissonance with the internal reference price. But, this commercial action also affects the formation of the internal reference price, even when companies may not be aware of it. The underlying logic of a modification of the internal reference price is sustained by the Adaptation-Level Theory and by the Assimilation/Contrast Theory. According to the former, consumers adapt to the signs of the environment and judge the stimuli in relation to an internal standard. This comparison leads the consumer to perceive the information on prices as high, acceptable or low. Assimilation/contrast theory starts from the assumption that the consumer has some latitude(range) of acceptance in his or her beliefs concerning price. When the external price is assimilated, this price information will influence the consumer's perception of value and intention to buy.

The effect of promotions on the modification of internal reference price has not been sufficiently analyzed in the area of services, specifically in services with a high degree of commitment in the purchase, like the package tour.
Although the model of price perception developed in the academic literature does not differentiate between goods and services, the effect of price promotions on the change in reference price can vary with respect to the general models applied because of two reasons. First, when a consumer is going to buy a product of high unit cost and high purchase risk, like a trip, consumer goes through the following

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