EFFECT OF LOW-PRICE AND HIGH-PRICE PRODUCTS THE DEPTH OF THE PROMOTION OPTIONS ON MESSAGE FRAMING AND NOMINAL PERCENTAGE DISCOUNT

Ambarwati, Dian and Anandya, Dudi and Indarini, Indarini (2016) EFFECT OF LOW-PRICE AND HIGH-PRICE PRODUCTS THE DEPTH OF THE PROMOTION OPTIONS ON MESSAGE FRAMING AND NOMINAL PERCENTAGE DISCOUNT. In: International Symposium on Management 13: Market Integration in ASEAN: Market Sustainable Growth and Cross CUltural Issues, 18-20 March 2016, Ho Chi Minh City Vietnam.

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Abstract

This research aims to analyze the effect of low-price and high-price products as well as the depth of the promotion (low-depth and high-depth) of message options a nominal and percentage discount on framing. With a choice of messages a nominal and percentage discount framing is not appropriate on the low-price and high-price products as well as the depth of the promotion will lower consumer buying interest. This is divided into two research studies, namely studies 1 test the influence of low-price products and high-price products to the discount percentage framing messages option and nominal with 31 sample. Use laboratory experiments and data processing using multinomial logit with chi-square test. Study 2 tested the influence of the depth of the campaign against the selection of message framing and a nominal percentage with 41 sample. Use laboratory experiments and data processing using multinomial logit with chi-square test. Research findings indicate how low-price products (AMDK) and high-price products (smartphone) affect consumers’ choice of message framing and a nominal percentage discount and how the depth of promotions (smartphone) influencing consumer choice of message framing and a nominal percentage.

Item Type: Conference or Workshop Item (Paper)
Uncontrolled Keywords: message framing, low-price product, high-price product, low-depth promotion, high-depth promotion.
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Faculty of Business and Economic > Department of Management
Depositing User: DUDI ANANDYA
Date Deposited: 04 May 2016 04:03
Last Modified: 04 May 2016 04:03
URI: http://repository.ubaya.ac.id/id/eprint/27660

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