The Effects of promotional activities on consumers` behavior to buy white goods an examination on white goods sector

ABSTRACTTHE EFFECTS OF PROMOTIONAL ACTIVITIES ON CONSUMERS?BEHAVIOR TO BUY WHITE GOODSAN EXAMINATION ON WHITE GOODS SECTORÇiler GÜLENThesis for Master?s DegreeBusiness DepartmentAdvisor of Thesis : Ass.Prof.Dr. Ruziye COPSeptember 2005, 128 PagesThe promotional activities are highly crucial factor for business in acompetitive environment. The comparies use mixed-staff of promotion in order tointroduce their goods and services for consumers and to announce their existence. Inthis sense, the purpose of the study is to examine the perception of the respondents,who have differences in personality, culture, socio-economic status, buying behavior,in terms of importance of promotional activities to buy white goods.The first part of the study is composed of introduction statement of theproblem, sub-problem, purpose of the study, hypothesis, assumption, limitions anddefinition of the terms.In the second part of the study, related literature is reviewed extensively andthis literature review includes buying behavior of consumers, marketingcommunication, promotion (advertisement, personal selling, selling development,public relations).Along the similar line, white good sector in Turkey is reviewed theoreticallyin the third part by emphasizing the historical development of the white goods sector,both in Turkey and European Union. Further, promational activities in the whitegood sector are also investigated.Next, the research method, respondents, sample size, data collection processand statistical analysis of the study are addressed in the fourth part of the study.In the last part, the results of the statistical analysis of the study are presentedand those results are further discussed and elobrated.Key Words: Marketing, Consumers? Behavior, Communication inMarketing, Promotion, Advertisement, Selling Development, Personal Selling,Public Relations.