论文部分内容阅读
免费样品促销被认为是企业进行市场营销时最有效的手段,可以促使消费者产生初次尝试及重复购买行为。本文的研究目的是想了解在食品产业中,免费样品促销对于品牌形象和消费者购买意愿的影响。本文是以问卷调研作为主要的研究方法,提出了一个研究模型,并使用SPSS和结构方程模型(SEM)两种工具对数据进行分析。研究表明,免费样本促销对品牌形象和消费者的购买意愿有显着的正向影响。最后,作者根据数据结果,对企业管理者如何构建更好的品牌形象以及如何使消费者产生更多的购买行为提出了几点建议。
Free sample promotion is considered to be the most effective way for enterprises to carry out marketing, which can prompt consumers to make initial attempt and repeat purchase. The purpose of this study is to understand the impact of free sample promotions on brand image and consumers’ willingness to buy in the food industry. Based on the questionnaire survey as the main research method, this paper presents a research model and uses SPSS and SEM to analyze the data. Research shows that free sample promotions have a significant positive impact on brand image and consumer willingness to buy. Finally, based on the data, the author puts forward some suggestions on how to build a better brand image and how to make consumers purchase more.