Effects of Promotion Policies on Consumption Intention in Catering Industry

Abstract

With the globally economic depression in recent years, the public appear declining consumption intention. In order to enhance the revenue, catering businesses have made great efforts to promote the purchase, in which Price Promotion is often utilized. Mental considerations play a critical role in facing Price Promotion that they would further affect the consumption intention. This study tends to discuss such an issue. By applying Situational Experiment, the supervisors, staff, and customers in the hotels in Kaohsiung are proceeded questionnaire survey. The research findings show that Promotion Policies present significantly positive correlations with Consideration of Consumption, Intention of Consumption, and Recommendation for Others in Consumption Intention, and personal attributes show partially remarkable effects on the correlations between Promotion Policies and Consumption Intention. As a consequence, when consumers appear Consumption Intention on Price Promotion, such a promotion policy is considered successful that the sales volume could be temporarily enhanced and the competitiveness could be permanently promoted.