The role of sales promotion on the business marketing communications strategies

Sales promotions are a marketing tool used by both manufacturers and retailers. They are used by manufacturers to increase sales to retailers (trade promotions) and consumers (consumer promotions). Marketing communication is a process that extends beyond marketing promotion concepts and includes presenting the entire marketing mix to consumers. The main purpose of this study is to examine the effects of sales promotion and consumer satisfaction on purchase intention and brand loyalty. In this study, the survey method was chosen as the data collection method, and instantaneous work was carried out due to time constraints. In order for the questionnaire to be sampled, it is necessary to either observe or communicate with the participant. In this research, a survey of 250 participants was conducted by communicating with the sample representing the main mass. Furthermore, a questionnaire form was applied to the participants in the internet environment due to the limited time, budget constraint, and easier access to the participants. As a result of the research information methodology, the data was coded and transferred to the computer environment in order to evaluate the data obtained in the research with statistical tests. The SPSS 23.0 package program was used in coding this data and using various statistical analysis methods for the statistical tests. After the data was coded, it was carefully entered into the computer, and when the process was finished, the statistical tests used in data analysis were determined, including The Cronbach's Alpha coefficient, the Reliability, Frequency Distribution, Mean-Standard Deviation, Factor Analysis, Correlation, and Regression tests. As a result of our research, we discovered that consumers prefer promotional products over no promotional products, and that they perceive sales promotions as a reminder of their needs. We also discovered that the consumer satisfied his purchase intention by going to the market where the promotion was made. We also noticed that brand loyalty is influenced by consumer recommendations to others.