The effect of free standing insert on unscheduled purchasing and to study intergenerational di̇fferences

The developments brought about by the globalizing world have led to fierce competition among businesses at domestic and international markets, which caused them to seek new approaches of marketing, resulting in sales promotion efforts aimed at influencing consumers as promptly as practicable. As a means of sales promotion, inserts include booklets and brochures that help promote special offers and sales announcements. Inserts play a prominent role in influencing consumers' impulse purchasing decisions as well. This study aims to describe the effects of inserts as part of sales promotion tool on impulse purchasing, to determine intergenerational differences in this matter, and to determine whether there are any differences between demographic attributes and factors of inserts. To this end, quantitative research was carried out, and impulse purchasing scale of Wean, Jones, and Beatty (1998) and insert scale of Doğruyol (2009) were used to create the questionnaire. Data obtained from a total of 401 participants from Generations X and Y was analyzed through SPSS software. The findings suggested that the increasing purchasing size dimensions of inserts have a positive significant effect on impulse purchasing. Furthermore, it was found that there is no significant relationship between the brand benefit and incentive dimension of inserts and impulse purchasing.