استراتژی تخفیف افزایشی و کاهشی بر قصد خرید

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشیار گروه مدیریت بازرگانی، دانشکده مدیریت، دانشگاه تهران، تهران، ایران

2 دانشجوی دکتری مدیریت بازرگانی، دانشکده مدیریت، دانشگاه تهران، تهران، ایران

چکیده

امروزه بازاریابان از استراتژی­های متفاوت قیمت­گذاری برای کسب ارزش ایجاد شده در بازار استفاده می­کنند، یکی از این استراتژی­ها، استراتژی تخفیف که با قالب­های مختلف قابل اجرا است، می­باشد. هدف اصلی تحقیق حاضر، بررسی اثر استراتژی­های تخفیف افزایشی و کاهشی، محدودیت مقداری و فشار زمانی بر قصد خرید مشتریان است. تحقیـق حاضر از لحاظ روش، توصیفی- پیمایشی و از لحاظ هدف، توسعه­ای- کاربردی است. این تحقیق مبتنی بر یک طرح آزمایشی عاملی با 8 سناریوی متفاوت بازی نقش است که در قالب پرسش­نامه میان مشتریان فروشگاه­های زنجیره­ای شهروند انجام شد. برای تجزیه و تحلیل داده­های گردآوری شده از 320 پرسش­نامه (40 پرسش­نامه برای هر سناریو) از نرم افزار SPSS استفاده شد. در این پژوهش برای بررسی اثر معناداری متغیر­های دو عاملی، استراتژی تخفیف (افزایشی و کاهشی)، استراتژی محدودی مقداری (ارائه دو محصول با هم و یا ارائه یک محصول) و وجود فشار زمانی و عدم وجود فشار زمانی از آزمون تی­مستقل استفاده شده است. در سنجش روایی از روش روایی محتوا، در تحلیل پایایی از روش آلفای کرونباخ استفاده گردید. نتایج تحقیق نشان می­دهد که تفاوت معناداری بین اثرگذاری استراتژی­های تخفیف افزایشی و کاهشی بر قصد خرید مشتریان وجود ندارد. اما بین اثر­گذاری محدودیت مقداری و فشار زمانی بر قصد خرید مشتریان تفاوت معناداری وجود دارد.

کلیدواژه‌ها

عنوان مقاله [English]

The effects of increasing and decreasing discount strategies on purchase intention and the analysis of the role of limited quantity and time pressure: A case study of Sharvand chain stores

نویسندگان [English]

  • Mohsen Nazari 1
  • Hanieh Fathi 2
1 Associate Professor, Faculty of Management, University of Tehran, Tehran, Iran
2 P.hd. Student in Business Management, Faculty of Management, University of Tehran, Tehran, Iran
چکیده [English]

 Marketers use different pricing strategies to receive a market value. One of these strategies is discount strategy that is applicable to different frames. The main purpose of this study is to investigate the effects of increasing and decreasing discounts, quantity limitation, and time pressure on the purchase intention of customers. The study is based on a descriptive-survey method. In terms of purpose, it is a developmental-applied piece of research. It is conducted based on a pilot factorial design with eight different role playing scenarios distributed in the form of a questionnaire among the customers of Shahrvand chain stores. The data were collected from 320 questionnaires (i.e. 40 questionnaires for each scenario). The SPSS software was used for the data analysis. In this research, independent t-tests were used to evaluate the effects of several variables including discount strategy (incremental and decreasing), limited quantitative strategy (presenting two products together or presenting one product) and the existence of time pressure and the absence of time pressure. To evaluate the validity of the questionnaire and the reliability, content validity and Cronbach's alpha methods were used respectively. The results of the research show that there is no significant difference between the impact of increasing and decreasing discounts strategies on the purchase intention of customers. But there is a significant difference between the impacts of limited quantity and limited time on the purchase intention of customers.  

کلیدواژه‌ها [English]

  • Increasing and decreasing discount strategy
  • Limited quantity
  • Time pressure
  • Purchase intention

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کاوش‌های مدیریت بازرگانی
دوره 11، شماره 22
اسفند 1398
صفحه 257-281

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