بررسی تأثیر قالب‌بندی پیام تخفیف و برند بر صرفه‌جویی ادراک‌شده، کیفیت ادراک‌شده و قصد خرید مصرف‌کنندگان

نوع مقاله: مقاله علمی پژوهشی

نویسندگان

1 دانشیار مدیریت بازرگانی، دانشکدۀ مدیریت، دانشگاه تهران، تهران، ایران

2 کارشناس‎ارشد مدیریت بازرگانی، دانشکدۀ مدیریت، دانشگاه تهران، تهران، ایران

چکیده

یکی از مسائل بسیار مهم در تخفیفات قیمتی، قالب‌بندی ارائۀ این تخفیفات و استفاده از قالب‌های ارائۀ متناسب با محصول و شرایط تخفیف برای بهره‌برداری اثربخش‌تر از آنها است. بر این اساس، پژوهش حاضر تلاش می‎کند دو قالب ارائۀ تخفیف قیمت درصدی و ریالی برای دو گروه محصول (با رده‎های قیمت بالا و قیمت پایین) را مقایسه کند و با در نظر گرفتن دو برند برای هر یک از این محصولات، به بررسی تأثیر صرفه‎جویی ادراک‌شده و کیفیت ادراک‌شدۀ حاصل از ارائۀ این قالب‌ها بر قصد خرید مصرف‌کنندگان بپردازد. جامعۀ آماری شامل مشتریان فروشگاه‌های زنجیره‌ای برای محصول ماء‌الشعیر و مشتریان مجتمع‌های‌ تخصصی فروش تلفن همراه برای محصول تلفن همراه است. نتایج نشان می‌دهد برای محصول با ردۀ قیمت بالا، ارائۀ تخفیف قیمت در قالب ریالی و برای محصول با ردۀ قیمت پایین ارائۀ تخفیف قیمت در قالب درصدی، صرفه‌جویی ادراک‌شدۀ بیشتری را از سوی مصرف‌کنندگان به همراه دارد. قدرت برند در میزان صرفه‌جویی ادراک‌شده و کیفیت ادراک‌شده برای محصول با ردۀ قیمت پایین، تفاوت به‍وجود می‎آورد. در نهایت صرفه‌جویی ادراک‌شده و کیفیت‌ ادراک‌شده بر قصد خرید تأثیر مثبت شایان توجهی دارند.

کلیدواژه‌ها

موضوعات


عنوان مقاله [English]

Investigating the Effect of Discount Framing and Brand on Consumers' Perceived Savings, Perceived Quality and Purchase Intention

نویسندگان [English]

  • Mohsen Nazari 1
  • Mahsa Ghezelbash 2
1 Associate Prof. in Business Management, University of Tehran, Tehran, Iran
2 MSc. in Business Management, Faculty of Management, University of Tehran, Tehran, Iran
چکیده [English]

Abstract: One of the most important issues about the use of price discounts is discount framing, proportional exploitation of these discount  frames with products and the discount circumstances for more effective utilization of these discounts. The main purpose of this research is to compare the effects of two different types of discount frames (percentage decrease versus Rial terms) for either a high-price or a low-price product and taking into account two brands for each products and then examining the effect of perceived savings and perceived quality of these discount frames on consumer purchase intention. The study population included customers of beverages in chain stores as well as customers of cell-phones in cellphone specialized sales complexes. The results indicate that for high-price product, a price reduction in Rial terms would result in more perceived savings For consumers than the same price reduction framed in percentage terms, and the opposite was true for the low-price product. Brand power created differences in perceived savings and perceived quality for low-price product. Finally, the perceived savings and perceived quality had a considerable positive impact on purchase intention

کلیدواژه‌ها [English]

  • Discount Frames
  • Perceived Quality
  • Perceived Savings
  • Purchase intention
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