Tüketici satın alma davranışlarına etkisi açısından satış geliştirme çabalarının tutundurma faaliyetleri içerisindeki yeri ve önemi
The Place and the prominence of the sales promotion activities within the promotion activities in terms of its effects upon consumers buying behaviors
- Tez No: 43408
- Danışmanlar: PROF.DR. HALİL CAN
- Tez Türü: Doktora
- Konular: İşletme, Business Administration
- Anahtar Kelimeler: Pazarlama, Satın alma davranışı, Satış geliştirme, Tutundurma, Tüketiciler, Marketing, Purchasing behavior, Sales promotion, Promotion, Consumers
- Yıl: 1995
- Dil: Türkçe
- Üniversite: Hacettepe Üniversitesi
- Enstitü: Sosyal Bilimler Enstitüsü
- Ana Bilim Dalı: Belirtilmemiş.
- Bilim Dalı: Belirtilmemiş.
- Sayfa Sayısı: Belirtilmemiş.
Özet
SUMMARY Sales promotion efforts aim to create short term effect and encourage buying and trial in the sales force by reinforcing the fame. It has recently been more prominent within the framework of promotion mix. Human beings need many things during their life time and they are motivated to meet these needs. For that reason they tend to choose the most suitable goods and services for themselves. Lately, there are similar products in the market that are supplied by different companies with different features and prices. This is the reason why the evaluation process of the consumers and successively consumer behaviours are fairly complicated. The main question that requires to be answered with reference to the determination of the consumer behaviours is how the effects of the consumers will emerge against the marketing stimulators that are used by the companies. Within this framework, the determination of the effects of the consumers against these sales promotion efforts that are especially used densely in the recent years, will be helpful in gaining advantage against its rivals. Our research has proved that sales promotion techniques are generally known by the consumers who have contributed to this study. Among the best known sales promotion techniques“premiums”,“sampling”and“price cuts”can be quoted. The majority of the consumers are influenced by the sales promotion techniques. But it has been proved that this effect is short lived depending just on trial. It has also been verified that the product or brand should have a good quality so as to be sold in the long run. The influence of the sales promotion campaigns upon the consumers also clarify their tendency to the brand loyalty. The consumers have stated that they have bought and tried the product or brand as a consequence of the sales promotion campaign, but they have turned into their ex-brands in case they have not liked the new ones. IVAs it is clear, the approach of the consumers against the sales promotion efforts is positive. Nevertheless, these techniques should be in accordance with marketing and other promotion elements so as to be successful on this issue in the long run. This work studies the effects of sales promotion efforts upon buying decisions of the consumers and the place and the importance of these efforts within the promotion activities. v
Özet (Çeviri)
SUMMARY Sales promotion efforts aim to create short term effect and encourage buying and trial in the sales force by reinforcing the fame. It has recently been more prominent within the framework of promotion mix. Human beings need many things during their life time and they are motivated to meet these needs. For that reason they tend to choose the most suitable goods and services for themselves. Lately, there are similar products in the market that are supplied by different companies with different features and prices. This is the reason why the evaluation process of the consumers and successively consumer behaviours are fairly complicated. The main question that requires to be answered with reference to the determination of the consumer behaviours is how the effects of the consumers will emerge against the marketing stimulators that are used by the companies. Within this framework, the determination of the effects of the consumers against these sales promotion efforts that are especially used densely in the recent years, will be helpful in gaining advantage against its rivals. Our research has proved that sales promotion techniques are generally known by the consumers who have contributed to this study. Among the best known sales promotion techniques“premiums”,“sampling”and“price cuts”can be quoted. The majority of the consumers are influenced by the sales promotion techniques. But it has been proved that this effect is short lived depending just on trial. It has also been verified that the product or brand should have a good quality so as to be sold in the long run. The influence of the sales promotion campaigns upon the consumers also clarify their tendency to the brand loyalty. The consumers have stated that they have bought and tried the product or brand as a consequence of the sales promotion campaign, but they have turned into their ex-brands in case they have not liked the new ones. IVAs it is clear, the approach of the consumers against the sales promotion efforts is positive. Nevertheless, these techniques should be in accordance with marketing and other promotion elements so as to be successful on this issue in the long run. This work studies the effects of sales promotion efforts upon buying decisions of the consumers and the place and the importance of these efforts within the promotion activities. v
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