The objective of this study is to find out the influence of price, service cost, advertising and sales promotion cost on sales volume in the display products. This paper can be viewed in two different ways:
1) Which factors affect in sales volume at PLC(Product Life Cycle)?
2) To understand the influence of factors in high-demand and low-demand season.
In this research, data have been collected from Samsung Electronics Company and statistical methods, such as descriptive statistics, simple regression and multiple regression are used appropriately.
The findings of this research are as follows.
1) Price has shown the highest effects at the growth stage as LCD monitor.
2) Service cost affects in sales volume at the maturity stage as CRT monitor.
3) Price and service cost are significant on sales volume in high-demand season.
Hence, it is important to get the maximal positive synergy between price strategy and service cost.
4) Service cost is significant on sales volume in low-demand season.
Through the empirical study, these factors would be investigated and approved.
These results would be likely to give to the marketers deep insight about the influence of factors.
I hope the resulted factors apply well to practice of business in a practical manner.
Much more studies have to be done to explain various products and industries. In addition, another avenue for future research might be added the forecast of these factors.
