An analysis of consumer awareness in online shopping during campaign periods according to X, Y, Z generations

In recent years, the change in consumer habits, especially during promotional periods, has brought about a significant increase in online shopping. This situation has strengthened consumers' inclination to turn to online platforms for various reasons and reinforced their tendency to perceive these periods as economically efficient opportunities. While the overall popularity of online shopping is increasing due to the impact of technological advancements, various generational differences are observed among consumers. Different generations, such as Generation X, Generation Y, and Generation Z, may approach online shopping experiences and promotional periods with different perspectives. In this context, when examined from an academic standpoint, the fundamental dynamics underlying the occurrence of online shopping during promotional periods prominently include consumer behaviors, sales development techniques, and the impact of technological advancements. Within the scope of the study, research has been conducted on how consumer awareness in online shopping during promotional periods differs among Generation X, Generation Y, and Generation Z, and the results obtained have been examined. In the study conducted using the survey method, data were collected from 600 participants through convenience sampling, and the collected data were analyzed using the SPSS program. According to the research results, it has been determined that online shopping during promotional periods varies among generations. The findings also indicate that demographic factors play a significant role in online shopping during promotional periods.