CONSUMER BEHAVIOR DURING SALES PROMOTION FESTIVALS IN TURKEY
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Tarih
2022
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
Erişim Hakkı
info:eu-repo/semantics/openAccess
Özet
Black Friday, Cyber Monday, and the Single Day sales festivals have repeatedly proven themselves to be world-famous phenomena, and keep on beating new sales revenue records, year after year. Based on these, this study was conducted to understand how these promotional sales festivals are evaluated by consumers, whether interest in sales promotions has changed in recent years and these sales festivals have undergone a change in media. This study uses data from a survey of 267 Turkish consumers in Adana province. it is found that categories such as clothing, shoes/bags, and personal care/cosmetics were the most popular products. Furthermore, respondents prefer to shop both online and offline. More than half of the respondents prefer shopping on BF though few of them prefer shopping on CM and SD. It can be said that internal factors such as personal and psychological were the primary factors influencing consumer buying intention during sales festivals, whereas external factors such as cultural and social were not significantly important ones.
Açıklama
Anahtar Kelimeler
Consumer Behavior, Sales festivals, Black Friday, Cyber Monday, The Single Day
Kaynak
Akademik Hassasiyetler
WoS Q Değeri
Scopus Q Değeri
Cilt
9
Sayı
19
