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

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. Maraş. 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