The effect of banks' promotion practices on retirees: Erzincan example

It is not possible to predict when, where and how people will receive goods and services. At this stage, marketing comes into play. Especially in Turkey, where the service sector is widespread, it is very important to meet the wants and needs of customers and increase their loyalty to the company. In this way, the lifespan of businesses is extended. As a service company, banks engage in various marketing activities to attract customers. Promotion, one of the elements of the marketing mix, plays an important role in creating customer loyalty for companies. Promotional practices are also one of the promotional activities they carry out. The aim of this study is to reveal the views of pensioners living in Erzincan province, who generally have a low standard of living, on the utilization of promotional practices because they think that they will relieve their budgets and to determine their public-private bank preferences. In this context, questionnaire was administered to pensioners in Erzincan province to measure their views on the promotion scheme. The data related to the application were analyzed using T-test, analysis of variance (ANOVA), correlation analysis and LSD test. As a result, a significant difference was found in some of the demographic characteristics of retirees and bank promotion preference and in measuring the superior aspects in bank preference.