SATIŞ NOKTASI TUTUNDURMA ARAÇLARININ TÜKETİCİLERİN KOLAYDA MAL SATIN ALMA DAVRANIŞLARINA ETKİSİ ÜZERİNE BİR ARAŞTIRMA.

The purpose of the study is to evaluate the impact of the selling point promotional tools such as, discount coupons, price discount, free sample, buy-one-get-one-free , and in-store display on the purchase behaviours of East Blacksea Region consumers on low involvement products. Whether there were potential significant differences according to demographic factors by the impact of the sales promotional tools on consumers' purchase behaviours or not were also investigated in the paper. A total of 404 consumers in the East Blacksea Region were surveyed using a structured questionnaire. Finally, the results show that the sales promotional tools such as discount coupons, price discounts, free samples and buy-one-get-one-free were associated with the purchase behavior of low involvement products, where it is understood that in-store display application does not have any significant effect on it. The research that was limited with only one category of product (low involvement products) was considered to investigate in the further researches. [ABSTRACT FROM AUTHOR]