In the increasingly competitive market, vendors in order to survive, all to think hard on the marketing mix efforts, hopes to develop products that meet customer needs, provide the most competitive prices, while a series of promotion by combination and consumers to communicate, exchange, increase consumer knowledge of products, interests, and enhance the willingness of consumers to buy products. When the vendors to invest more resources on promotional activities to attract the attention of consumers, the consumers on how to interpret the relevant promotional messages and then make a choice, become issues of concern to manufacturers and researchers.
This study suggests that level of product involvement, brand equity, sales and product discounts situation will affect the depth perception of the value of consumer promotions, its influence on product purchase intention. In addition, the study also suggested that the different situations consumer promotions, discounts and product depth, the relationship would interfere with the aforementioned effect.
The results from this study that the product involvement level, brand equity, sales and product discounts depth situational promotion to consumers will affect the perceived value, brand equity, sales and product discounts depth of the situation on consumer purchase intention will have an impact, product involvement level but then no significant effect on consumer willingness to buy. In addition, the results of this study are that, the degree of product involvement consumers perceived value and purchase intention sales are subject to different promotional situations, product brand equity and perceived value on consumer promotions will be buying a different product discount the depth of impact.