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The Effects of Promotional Activities on the Intention to Purchase: A Field Study in Kahramanmaras

Author

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  • Elif Kara
  • T. Sükrü Yaprakli

Abstract

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. Maraº. 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.

Suggested Citation

  • Elif Kara & T. Sükrü Yaprakli, 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, Human Resource Management Academic Research Society, International Journal of Academic Research in Business and Social Sciences, vol. 7(5), pages 186-204, May.
    • Handle: RePEc:hur:ijarbs:v:7:y:2017:i:5:p:186-204
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    References listed on IDEAS

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    1. Laroche, Michel & Pons, Frank & Zgolli, Nadia & Cervellon, Marie-Cecile & Kim, Chankon, 2003. "A model of consumer response to two retail sales promotion techniques," Journal of Business Research, Elsevier, vol. 56(7), pages 513-522, July.
    2. Bamini KPD. Balakrishnan & Azlinda Shazneem Md. Shuaib & Oscar Dousin & P.Yukthamarani Permarupan, 2012. "The Impact Of Brand Placement And Brand Recall In Movies: Empirical Evidence From Malaysia," International Journal of Management and Marketing Research, The Institute for Business and Finance Research, vol. 5(2), pages 39-52.
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