CONSUMER BEHAVIOR DURING SALES PROMOTION FESTIVALS IN TURKEY

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dc.contributor.authorDölekoğlu, Celile
dc.contributor.authorIşık, Anastasia
dc.contributor.authorKokangül, Müzeyyen
dc.date.accessioned2025-01-06T17:24:27Z
dc.date.available2025-01-06T17:24:27Z
dc.date.issued2022
dc.departmentAdana Alparslan Türkeş Bilim ve Teknoloji Üniversitesi
dc.description.abstractBlack 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.
dc.identifier.endpage345
dc.identifier.issn2148-5933
dc.identifier.issue19
dc.identifier.startpage325
dc.identifier.trdizinid1145557
dc.identifier.urihttps://search.trdizin.gov.tr/tr/yayin/detay/1145557
dc.identifier.urihttps://hdl.handle.net/20.500.14669/1247
dc.identifier.volume9
dc.indekslendigikaynakTR-Dizin
dc.language.isoen
dc.relation.ispartofAkademik Hassasiyetler
dc.relation.publicationcategoryMakale - Ulusal Hakemli Dergi - Kurum Öğretim Elemanı
dc.rightsinfo:eu-repo/semantics/openAccess
dc.snmzKA_20241211
dc.subjectConsumer Behavior
dc.subjectSales festivals
dc.subjectBlack Friday
dc.subjectCyber Monday
dc.subjectThe Single Day
dc.titleCONSUMER BEHAVIOR DURING SALES PROMOTION FESTIVALS IN TURKEY
dc.typeArticle

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