AN EMPIRICAL STUDY TO DETERMINE THE IMPACT OF BLACK FRIDAY DAYS ON CONSUMER PURCHASING BEHAVIOR
Journal Title: Güncel Pazarlama Yaklaşımları ve Araştırmaları Dergisi / Journal of Current Marketing Approaches and Researches - Year 2020, Vol 1, Issue 2
Abstract
Objective: In recent years, Black Friday days that have become popular in USA, and then have spread to the rest of the world are called as discount shopping days. In Turkey, discount campaigns are organized in physical and online stores by different entitlements, moreover firms address the marketing practices by tackling with cultural diversity of consumer groups. The main purpose of this research is to determine the impacts of Black Friday shopping on purchasing behavior and perception of customers, and reveal the basic differences. Materials and methods: The research was carried out by applying a face-to-face questionnaire with 385 persons, mainly in the western Black Sea and Marmara region in 2019 and data analyzed and interpreted with the help of the SPSS package program. Descriptive statistics, factor analysis, T tests, and correlation analysis are conducted. Results: Approximately half of the participants shop on Black Friday days, mostly they purchase electronic stuffs and clothes. As a result of factor analysis, 6 dimensions were identified and declared as online shopping, Black Friday shopping, shopping satisfaction, discounted shopping, store shopping with the campaign, and discounted product preference. When the means are compared, it has been found that the perception of Black Friday is higher among women than men, the interest in electronic stuffs is higher than clothes, and the shopping is practiced for special days rather than need. Moreover, by correlation analysis, it is found that there is a positive relationship between the perception of Black Friday days and online shopping, discounted shopping, store shopping with the campaign, and discounted product preference, and shopping satisfaction. Conclusion: When considered the relationship between Black Friday and shopping satisfaction, discounted shopping, store shopping with campaign, and discounted product preference, it is recommended that brands focus more on discounts and campaigns towards special days that satisfying customer, increasing sales on internet and stores in Black Friday days.
Authors and Affiliations
Abdulvahap BAYDAŞ Serhat ATA Nesimi KÖK
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