Examining attitudes towards price reductions and purchase intentions in the context of framing effect

Nowadays, companies have to carry out their activities with an increasing pace in a fierce competitive environment. In this milieu companies have to offer creative choices for customers in order to turn consumer preferences in favor of their brands. In line with these efforts, businesses get into the market through creative promotional applications with varying formats and activities in the form of discounts and promotions by using framing effects. It is emphasized in the marketing literature that the manner in which such discounts and campaigns are expressed to consumers and the format is effective on consumer perceptions. However, when we look at the findings in the literature, we see that there are still different findings in some fields while there is consensus on some issues. Therefore, the purpose of this thesis is to investigate how consumers perceive discounts, how discounts affect consumer behavior and how effective discounts are in purchasing and decision making of consumers. A survey was conducted for the purpose of the research. Field study was conducted in the form of a survey application of 694 participants residing in Istanbul, Bursa, Bilecik, Kocaeli, Sakarya during the July-September period of 2018. In the survey, consumers' attitudes towards discounts and campaigns, consumers' preference for discounts and campaigns, whether the brand or product group, or the framing effect, which can be expressed as a way of offering discounts, or whether various discounts and campaigns are perceived and evaluated. In the research findings, it was found that some of the consumers were affected by discount, promotion and frame effects and others were not affected. Discounts and campaigns have been shown to be effective in the consumer purchasing decision process. Demographic characteristics of consumers are seen to be effective in buying discounted and promotional products. It is also supported by findings that have a framing effect on the perception of discounts and campaigns.