The examination of customer oriented sales promotion activities in terms of demographic features

Promotion activities that encourage consumers to purchase a product are carried out at places where products are put up for sale by retailers and purchased by consumers. These activities are characterized as "sales promotion activities". Thanks to these activities, products or services become more attractive. Furthermore, these activities are deemed as the "the last opportunities" that may be utilized to perform the sales right before consumers decide to purchase. Gifts, sweepstakes and contests and distribution of free and sample products in an area etc. are included in sales promotion activities. Influence of sales promotion activities on the consumer behaviors is examined in this study. The aim is to determine the opinion of consumers, who go to supermarkets for shopping, on the promotion activities carried out at these points of purchase and whether they are influenced by these activities. Sometimes, people would purchase goods for a reason, even though they do not need any product. In this study, I will firstly mention the influence of promotion activities on consumers within purchase point communication, with regard to its importance in terms of integrated marketing. I will conduct a survey with the consumers in the supermarket, ground my research on various statistical findings and make an evaluation in terms of marketing strategies. I will firstly ask consumers general questions about the consumption and promotion activities and then try to determine the importance of factors in the supermarket (discounts, exhibitions and presentations, coupons etc.) aiming at increasing shopping at the supermarket. In consequence of the survey and thesis, I hope to determine whether or not consumers shop for their needs in the supermarket and whether or not they are influenced by the promotion activities and purchase other products.