Investigation of the purchasing priorities on the special days within the framework of planned behaviour theory: The example of Rize

The purpose of this study is to examine purchasing behaviors for special days within the framework of the Planned Behavioral Model. Within the context of the application, the relationship between the purchasing behaviors of the consumers on special days and the variables of 'Attitude for Behavior', 'Subjective Norm', 'Perceived Behavioral Control' and 'Intentions' affecting this 'Behavior' are revealed. In order to obtain the required data, 520 face-to-face questionnaires were applied in Rize province. The Cronbach alpha (α) coefficient was used to determine the reliability of the scales. Factor analysis was performed to determine whether the questions of the independent variables were separated as expected according to the factors. In addition, chi-square analysis was performed to determine whether the relationship between the variables is significant. Finally, hypotheses in the PDT model were tested by regression analysis. All hypotheses related to the research were accepted. Thus, it has been determined that there is a positive relationship between Attitude towards Behavior, Subjective Norm, and Perceived Behavioral Control and Intention. The change on intention was first determined by the attitude towards behavior (b = 0.483). At the same time, there was a positive relationship between Perceived Behavioral Control and Intention and Actual Behavior. Finally, in describing the Actual Behavior, it was found that the intention variable had a greater explanatory rate (b = 0.402). Keywords: Purchasing Behavior, Special Days, Gift Purchasing Intention, Planned Behavior Theory