The impact of sales promotion on purchase decision of consumers

This study aims to determine the impact of sales promotions on the purchase decisions of consumers. The first part of the study consists of the notions of promotion and its general features and the elements of promotion mix. The second part includes sales promotions and its varieties that are components of promotion mix. In the third part, consumer behavior is defined and factors concerning it. In the fourth part, a manipulation element that includes two different test designs and four different price promotions are tested to understand the effectiveness of brochures. The research was carried out on the data collected via questionnaire and concluded with the suggestions on the matter. Four different kinds of shampoo brochures and another four kinds of computer promotion brochures were prepared for the study. The study consists of two tests. In the first test, the participants were asked to examine only one brochure and then respond to the statements in the survey. In the second one, the consumer examin four brochures and respond to the statements in the questionnaire. The statements in the survey aimed to evaluate the consumer's perception of price, intention to buy, the perception of price justice and confidence. 320 students in the first test and 104 students in the second one from the University of Recep Tayyip Erdoğan participant in the study. As a result of ANOVA test, it was understood that the consumers did not change their perception of price over different promotions, their intention to buy and the perception of price justice and their perception of confidence.