In recent years, the influence of low birth rate in Taiwan has become more and more obvious. Facing such a market where infants continue to decrease, infant milk powder manufacturers use gift promotion models more actively. Under this circumstance, it is a question of how to increase and reach consumers’ purchase intention. Based on the above research background and motivation, this research divided the infant milk powder gifts into the following three types according to past researches and the advertising and promotion copies in the market: the influences of the selectivity of gifts, the complementarity of gifts, and the timing to receive gifts on the purchase intention of consumers during consumption. The purposes of the research are mainly to explore: Consumers’ purchase experience with conjoint analysis. Importance of promotion for consumers of different genders.
The research findings show that Men attach the most importance to immediate obtainment of infant milk powder gifts while women focus more on the selectivity of gifts. In terms of attributes, both men and women’s preference is that infant milk powder gifts can complement with each other is better, followed by the selectivity of gifts. For when the gifts can be obtained, immediate obtainment is preferred. For consumers with different genders, it is feasible to provide different gifts for different genders according to the results of this research. For male consumers, the provided gifts should be given to them immediately; for female consumers, types of gifts can be provided for their selection. This research provided suggestions on a clearly implementing for gifting strategy in the future to effectively promote the products.
