The effects of sales promotions on consumer behavior: The case of Adıyaman

Sales promotion is one of the concepts that has been the subject of many studies. With the increasing competitive environment, sales incentive practices that marketers frequently use bring with them a number of advantages and disadvantages for both marketers and consumers. This research is important in terms of contributing to the strategies that marketers will develop to reveal the behavioral reactions of consumers to sales incentive practices and to increase the effectiveness of the sales incentive practices they will use. A survey was conducted on consumers shopping at supermarkets in Adıyaman city center in order to determine which of the applications price discount, gift distribution and advantageous package applied in supermarkets are effective on consumers' behavior and the effect of these applications on the behavioral reactions of the participants. The research is descriptive and correlational and convenience sampling method was used. Multivariate statistical analyzes were conducted with the data obtained, and as a result of the study, it was concluded that all three incentives, especially the price discount, were successful in increasing the purchasing speed.