The effect of the product placement method to consumers' purchase intention: Agrı İbrahim Çecen University case

The aim of this study is to investigate the effect of the product placement method on purchase intention. The sampling of the study consists of 210 university students who are being educated at Ibrahim Cecen University central campus and were determined by convenience sampling method. A questionnaire form was prepared to reveal consumer's purchase intention of product placement practices for collecting research data. The data were analyzed by using SPSS Package Program. In statistical analysis, frequency and percent analysis, t-test, one-way variance (ANOVA) analysis, correlation, and regression analysis were used. According to the result of the research, it was concluded that there was a significant and positive relationship between the attitude towards product placement and future purchase intention. It can be interpreted that the attitudes of consumers towards product placement have a positive effect on purchasing tendency. Keywords: Product Placement, Purchase Intention, Consumer Behavior