Effects of the sponsorship studies on the buying behaviors of the consumers: A field study based on the car users in the province of Ankara

Today, one of most challenging factors for the car businesses is for the car businesses to convince the consumers to repurchase their brand in their –similar purchases-. The businesses, in order to add value to their products, to create an effective and permanent image in the minds of the consumers and thus avoid the risks of competition, try to effectuate the sponsorship activities. Sponsorship is an application providing resources in real or in cash to the events or activities to support the goals of the business via increasing the brand awareness and corporate image or ensuring that the consumer selects the brand in direct sales of the products and services offered. Commercial businesses, in order to achieve desired marketing goals by reaching higher success than their competitors, create awareness in the minds of the consumers indirectly via sponsorship activities and realize their goals. The buying behavior shown by the final consumers who are in expectation of meeting all their needs constitutes the consumer behavior. It is believed that in consumer selection of especially cars and other land vehicles, the sponsorship is effective. Depending of the recent significant changes in the field of consumption, as the result of situations became distinct in the perception of consumption, the businesses, in order to keep their consumers, started to give more value to the "promotional activities". In line with this approach, it is aimed to examine the matter in detail over a field study to be conducted regarding determining how the effect of the sponsorship on the buying behavior of the consumer related to the product is reflected on the car user consumers in Ankara province. The issue is evaluated with total of 430 people using one of the quantitative research methods "Face to Face Survey System". While testing the hypotheses, SPSS 22.0 statistics programs are utilized. The surveys are evaluated using the supplementary statistics "Multivariate Analysis of Variance (ANOVA), t-test, TUKEY test, Sobel test and Correlation analysis tests" are used. While it is determined that there are no significant differences in the analyses made based on age, gender and civil status, in the test based on the education status, it is seen that there is a significant difference. Among our six hypotheses formed as the result of the conceptual frame, first three are accepted and the latter three are rejected, however for our sixth hypothesis, it is seen that it is only accepted regarding the education, income and working status. These values obtained show us that a positive effect is present for the subconscious of the consumers in perception-wise. It is concluded that there is a significant relation between the sponsorship activities and consumer buying behavior. The findings in this research shall be important resources for the marketing managers and other studies to be conducted in the literature.