Perception of marketing activities of consumers in terms of financial success of textile firms

This study that aims to determine consumers? marketing activities perceptıon in terms of financial succsess of firms has done as two steps. The main objective of this studys? first step is to develop the early warning system, for the prediction of financial failure of the firms operating in Textile sector which is playing vital role on Turkish economy because of its contribution to export and contribution to employment, based on the multivariate statistical methods.In the second step, it is searched that if there is a difference of consumers? perception of marketing activities? between financially successful and financially unsuccessful firms. For this goal, for defined two successful and two unsuccessful firms? a questionnare composed of marketing mix component (product, price, place, promotion) decisions used as variables, applied to consumers. In order to test the hypotheses, questionnare data evaluated using various satatistical methods. It is stated that, there is no relation between firms? financial situation and consumers? perception of marketing mix decisions. In addition to this, it is stated that consumers? perception of decision of marketing mix for financially successful firms? is more positive than consumers? perception of decision of marketing mix for financially unsuccessful firms?.The sample set of the first step contains 28 Textile firms that listed in Istanbul Stock Exchange (ISE) during the period 2001-2006. In this study financial failure classification done by analyzing determined 8 financial ratios. After that, chosen ratios used as independent variables and firms? financial succsess situation used as dependent variable to set up discriminant and logit models. According to the developed models, firms classified as financially successful and financially unsuccessful and then models? prediction results evaluated.Consequently, utilize from early warning system for prediction of financial failure can provide firms take the necessary precations before financial failure occurs. Furthermore, it will be play a vital role on unsucessful firm?s positive image and it will get the firm reach its goals to apply marketing activities to support firm?s financial situation.