The impact of mystic marketing on consumer purchasing behaviour: Comparison by educational level and gender

Thanks to postmodern trend's permeable structure that allows to bring together old and new, and everything in opposite directions, mysticism comes together with marketing. There are mystical values in every society. Importance of these values is its capacity to carry mystery and promises it has accommodated within itself to the present without losing them in any means. Marketing managers strive to use these mysteries and commitments together as a perfect couple, which is effective in product marketing. Especially thanks to consumers' interest in mystery, it is evident that mysticism is utilised in marketing events. The aim of this study is to explore the impact of mystic marketing on consumer's purchasing behaviour. Research has been conducted on social, psychological and personal factors having an impact on customers' decisions on buying products containing mystical elements. The survey was carried out in Çankaya district of the province of Ankara. The survey was designed by using qualitative analysis method based on data obtained from interviews with 30 individuals. In the analysis of data were obtained through one-to-one interview method. Besides, in the study content analysis technique was used. Examining responses given by participants, it is observed that in general mystic marketing has an impact on buying behaviours of participants and the key element underlying the reasons of such impact is these participants' tendency to mystic marketing. Keywords: Mysticism, Mystic Marketing, Superstitious Belief, Mythology, Consumer