The Effect of Impulsiveness and Promotional Types on Purchase Intentions in Taiwan : A Study

Price plays an important role in the planning and execution of marketing strategy. Therefore, in the current environment many enterprises use a different pricing model in order to increase their sales. Odd price is the common pricing model. This study investigates the different effects of pricing model, promotion type, brand awareness and consumer buying impulsivity on perceived price and purchase intentions and also examines the possible mediating effects of perceived price on the relationship