If a business enterprise does not inform public about its products’ advantages or persuade the target group to buy, it will not be successful in marketing, even if it offers products according to consumers' needs and requests.
The main aim of this study is to specify the effects of promotional activities on intention to purchase. It is also intended to determine whether there is difference in the intentions of people with different demographic features.
For this reason, the suggested model has been tested on consumers at the age of 18 and above in the Turkish city of K. Mara?. Analysis has determined that positive attitudes towards promotional activities have positive effects on the intention to purchase. However, there are differences in terms of intention to purchase between people with different genders and educational backgrounds.
Aksoy, A. (2007). ‘Yeni’ Reklamc?l?k (2. Bask?). ?stanbul: ?stanbul Bilgi Üniversitesi Yay?nlar?.
Babacan, M. (2012). Nedir Bu Reklam (2. Bask?). ?stanbul: Beta Bas?m Yay?m Da??t?m A.?.
KPD Balakrishnan, B., Dousin, O., & Permarupan, P. Y. (2012). The impact of brand placement and brand recall in movies: Empirical evidence from Malaysia. International Journal of Management and Marketing Research, Volume 5, Number 2, 39-52.
Boland, W. A., Connell, P. M., & Erickson, L. M. (2012). Children's response to sales promotions and their impact on purchase behavior. Journal of Consumer Psychology, 22(2), 272-279.
Bozkurt, ?. (2005). Bütünle?ik Pazarlama ?leti?imi. ?stanbul: Mediacat Kitaplar?.
Çelik, E. (2011). Bebek ve Çocuk Giysileri Üreten Küçük ve Orta Büyüklükteki Haz?r Giyim ??letmelerinin Ürünü Pazara Sunarken Kulland?klar? Tutundurma Faaliyetleri. (Unpublished Master Thesis). Selçuk Üniversitesi/ Sosyal Bilimler Enstitüsü, Konya.
Eser, Z., Korkmaz, S. ve Öztürk, S. A. (2011). Pazarlama Kavramlar-?lkeler-Kararlar. Ankara: Siyasal Kitabevi.
Gülen, Ç. (2005). Tüketicilerin Sat?n Alma Davran??lar?na Tutundurma Faaliyetlerinin Etkisi Beyaz E?ya Sektöründe Bir Uygulama. (Unpublished Master's Thesis). Abant Baysal Üniversitesi/Sosyal Bilimler Enstitüsü, Bolu.
Gupta, P. B., & Gould, S. J. (1997). Consumers' perceptions of the ethics and acceptability of product placements in movies: Product category and individual differences. Journal of Current Issues & Research in Advertising, 19(1), 37-50.
Kirti?, A. K. (2013). Pazarlama Yönetimi: Global ve Yönetimsel Yakla??m. ?stanbul: ?stanbul Geli?im Üniversitesi Yay?nlar?.
Koç, E. (2007). Tüketici Davran??lar? ve Pazarlama Stratejileri: Global ve Yerel Yakla??m (1.Bask?). Ankara: Seçkin Yay?nevi.
Kotler, P. (2000). Marketing Management. New Jersey: Prentice Hall Inc.
Kotler, P. (2003). Kotler ve Pazarlama. Ay?e Özya?c?lar (Çev). ?stanbul: Sistem Yay.
Laroche, M., Pons, F., Zgolli, N., Cervellon, M. C., & Kim, C. (2003). A model of consumer response to two retail sales promotion techniques. Journal of Business Research, 56(7), 513-522.
Mucuk, ?. (2010). Pazarlama ?lkeleri (18. Bask?). ?stanbul: Türkmen Kitabevi.
Odaba??, Y. & Oyman, M. (2002). Pazarlama ?leti?imi Yönetimi. ?stanbul: MediaCat Yay?nlar?.
Seyhan, G. (2011). Pazarlama Yönetimi (1.Bask?). ?zmir: ?lya ?zmir Yay?nevi.
Sezgin, M., ?ri, R. ve ?nal, M. E. (2008). “Be? Y?ld?zl? Otel ??letmelerinde Tutundurma Çabalar?na Yönelik Bodrum Yöresinde Bir Ara?t?rma”. Selçuk Üniversitesi ??BF Sosyal ve Ekonomik Ara?t?rmalar Dergisi, 9(16), 441-460.
Tayfur, G. (2006). Reklamc?l?k (2. Bask?). Ankara: Nobel Yay?nevi.
Tekin, M. & Zerenler, M. (2012). Pazarlama (1. Bask?). Konya: Günay Ofset.
Tekin, V. N. (2006). Pazarlama ?lkeleri Politikalar Stratejiler Taktikler. Ankara: Seçkin Yay?nc?l?k.
Tenekecio?lu, B. (Ed.) (2012). “Pazarlama Konusu ve Pazarlama Yönetimi” Pazarlama Yönetimi. Anadolu Üniversitesi Aç?kö?retim Fakültesi: Web-Ofset.
Tsai, M. T., Wen-Ko, L., & Liu, M. L. (2007). The effects of subliminal advertising on consumer attitudes and buying intentions. International Journal of Management, 24(1), 3.
Ünlü, S. (2010). Tutundurma Faaliyetlerinin Tüketici Sat?n Alma Davran??lar?na Etkisinin Belirlenmesi Üzerine Türk GSM Sektöründe Bir Ara?t?rma. (Unpublished Master's Thesis). Ankara Sosyal Bilimler Enstitüsü, Ankara.
Yaprakl?, ?. (2004). Kargo Ta??mac?l?k Hizmetleri. ?stanbul: Beta Yay?nevi.
Yükselen, C. (2010). Pazarlama ?lkeler-Yöntemler Örnek Olaylar (8. Bask?). Ankara: Detay Yay?nc?l?k.
KARA, E., & YAPRAKLI, T. S. (2017). The Effects of Promotional Activities on the Intention to Purchase: A Field Study in Kahramanmaras. International Journal of Academic Research in Business and Social Sciences, 7(5), 171-187.
Copyright: © 2017 The Author(s)
Published by Human Resource Management Academic Research Society (www.hrmars.com)
This article is published under the Creative Commons Attribution (CC BY 4.0) license. Anyone may reproduce, distribute, translate and create derivative works of this article (for both commercial and non-commercial purposes), subject to full attribution to the original publication and authors. The full terms of this license may be seen at: http://creativecommons.org/licences/by/4.0/legalcode
