The Effects of Price Promotions on Consumers's Perceived Value and Purchase Intention
Price promotions are widely used to increase sales in today's competitive markets; however, the negative effects may result if they are not properly applied. Hence, this paper seeks to explore how price promotions affect consumers'perceived value and purchase intention so as to assist mark...
| Main Author: | |
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| Format: | Dissertation (University of Nottingham only) |
| Language: | English |
| Published: |
2008
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| Online Access: | https://eprints.nottingham.ac.uk/21890/ |
| _version_ | 1848792321827536896 |
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| author | Hsu, Yung-Fen |
| author_facet | Hsu, Yung-Fen |
| author_sort | Hsu, Yung-Fen |
| building | Nottingham Research Data Repository |
| collection | Online Access |
| description | Price promotions are widely used to increase sales in today's competitive markets; however, the negative effects may result if they are not properly applied. Hence, this paper seeks to explore how price promotions affect consumers'perceived value and purchase intention so as to assist marketers to maximize the benefits and minimize the weakness of price promotion activities. This paper will provide a systematic overview of price promotion issues such as reference prices, semantic cues and perceived value, combined with the research of in-depth interviews with international students. Through the findings, it has been proved that reference prices and the framing of price promotions have great correlation with consumers'perceived value and thereby their buying intention, which may also be affected by different product price levels. |
| first_indexed | 2025-11-14T18:42:33Z |
| format | Dissertation (University of Nottingham only) |
| id | nottingham-21890 |
| institution | University of Nottingham Malaysia Campus |
| institution_category | Local University |
| language | English |
| last_indexed | 2025-11-14T18:42:33Z |
| publishDate | 2008 |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | nottingham-218902018-01-23T21:05:55Z https://eprints.nottingham.ac.uk/21890/ The Effects of Price Promotions on Consumers's Perceived Value and Purchase Intention Hsu, Yung-Fen Price promotions are widely used to increase sales in today's competitive markets; however, the negative effects may result if they are not properly applied. Hence, this paper seeks to explore how price promotions affect consumers'perceived value and purchase intention so as to assist marketers to maximize the benefits and minimize the weakness of price promotion activities. This paper will provide a systematic overview of price promotion issues such as reference prices, semantic cues and perceived value, combined with the research of in-depth interviews with international students. Through the findings, it has been proved that reference prices and the framing of price promotions have great correlation with consumers'perceived value and thereby their buying intention, which may also be affected by different product price levels. 2008 Dissertation (University of Nottingham only) NonPeerReviewed application/pdf en https://eprints.nottingham.ac.uk/21890/1/edissertation_PDF.pdf Hsu, Yung-Fen (2008) The Effects of Price Promotions on Consumers's Perceived Value and Purchase Intention. [Dissertation (University of Nottingham only)] (Unpublished) |
| spellingShingle | Hsu, Yung-Fen The Effects of Price Promotions on Consumers's Perceived Value and Purchase Intention |
| title | The Effects of Price Promotions on Consumers's Perceived Value and Purchase Intention |
| title_full | The Effects of Price Promotions on Consumers's Perceived Value and Purchase Intention |
| title_fullStr | The Effects of Price Promotions on Consumers's Perceived Value and Purchase Intention |
| title_full_unstemmed | The Effects of Price Promotions on Consumers's Perceived Value and Purchase Intention |
| title_short | The Effects of Price Promotions on Consumers's Perceived Value and Purchase Intention |
| title_sort | effects of price promotions on consumers's perceived value and purchase intention |
| url | https://eprints.nottingham.ac.uk/21890/ |