The effect of sales promotions applied in supermarkets and hipermarkets on consumer's impulse buying behaviour: A research in Izmir

Consumer behaviours have a big significance for marketers. Impulse buying, which is a form of a consumer behaviour, occurs with a sudden stimulus. There are different factors which effect impulse buying. Sales promotion, which is one of these factors, leads consumers to impulse buying by influencing them. Impulse buying caused by sales promotions stands out in retail stores such as supermarkets and hypermarkets where many products and promotions possibilites can be found. In this study; the effect of the sales promotions, which are applied in supermarkets and hypermarket, on consumer impulse buying is researched. In this contex, after the briefly explanation of promotion concept and promotion mix, information about sales promotion as an element of promotion mix is given in the literature studies of the research. In addition to examining impulse buying and the effecting factors to impulse buying, the effect of sales promotion on impulse buying is evaluated within this frame. During the field study, both consumers' impulse buying tendency and their impulse buying tendency which is effected by sales promotions are measured by undertaking their shopping frequency, promotion preference and demographic features. With this study, in accordance to the research results; making proposals to marketers who want to apply sales promotions in supermarkets or hypermarkets is aimed.