The effect of events held for children in shopping centers on unplanned purchasing/Çorum example

In addition to being places visited only for shopping, traditional shopping centers have become common sharing areas where various social activities are organized and promotion and marketing activities are carried out. Shopping malls are perceived by today's consumers as places where entertainment and good times can be had. This shows that shopping malls have an important place in the social fabric of society. Therefore, as consumers' interests, lifestyles and expectations change, shopping malls renew themselves to adapt to these changes. The most important of these innovations are the activities organized for children in the shopping centre. As the importance of children increases in the consumer society, shopping centers also increase their activities for them. Children are both direct consumers and influence the purchasing decisions of their families. Child consumers are among the main target groups that shopping center management cannot overlook. Thus, events organized for children attract families to the shopping center. Parents can make unplanned purchases and benefit from other shopping center services in an environment where children have fun. This research examines the effect of events organized for children in shopping malls on impulsive purchasing. In order to achieve the purpose of the research, the activity scale developed by Ögel (2014) was used. The survey method was used as a data collection tool in the study. For this purpose, the survey was conducted on 394 consumers over the age of 18 living in Çorum province. The data obtained was analyzed using the SPSS 20 package program. Reliability analysis, independent sample t test, one-way ANOVA test, correlation and regression analyzes were performed. As a result of the research, it was revealed that the activities organized for children in shopping malls have a significant and positive relationship / impact on unplanned purchasing.