THE EFFECT OF PROMOTIONS ON THE PURCHASING BEHAVIOR OF CONSUMERS: A COMPARISON OF TURKISH CITIZENS LIVING IN TURKEY AND AUSTRIA

Abstract

The world is changing rapidly. Changing world and dizzying technological developments have affected people’s needs. Firms have had to apply different marketing strategies to sell the products they produce while developing new products. Firms also need to build close relationships and get to know consumers better to be successful. From these points of view, companies need sales incentives / promotions in addition to advertisements to sell their products. In this study, the effect of sales and sales incentives / promotions on the purchasing behavior of consumers has been investigated. The sample of the study covers Citizens of the Republic of Turkey living both in Turkey and in. The results of the research showed that the Turkish origin consumers living both in Austria and Turkey were affected by sales promotions and their purchasing tendencies increased.