Impact of sales promotion on purchase decision of consumers: An application in tourism sector <p> Tüketicilerin satın alma kararı üzerinde satış tutundurmanın etkisi: Turizm sektöründe bir uygulama
Keywords:
Price discount, Advantage package, Company gifts with company logo, Sales promotion, Consumer purchase decision, Hotel. Fiyat indirimleri, Avantajlı paket, Şirket logolu hediyeler, Satış tutundurma, Tüketicinin satın alma kararı, Otel.Abstract
Sales promotion is generally used to increase sales in the short term by businesses and especially used widely to influence consumers by businesses and agents of the consumer good markets. To identify and select the appropriate sales promotion techniques for businesses is an important decision. In the context businesses should well know target customers and decide to appropriate sales promotion techniques. This research evaluates impact on purchase decision of consumers of sales promotional tools, namely advantage package, company gifts with company logo, price discount at service industry. The research was completed with a total of 343 customers of a five star hotel in Bursa, Turkey and 323 usable responses were received. The effect on service purchase behavior of consumers of sales promotional tools was analyzed with multiple regression analysis. Also independent t-test was conducted to determine whether there is any difference between service buying decision of male and female customers about sales promotion tools. The findings indicate that sales promotional tools have a significant effect on purchase decision of consumers. When hotels use successfully sales promotional tools, can positively influence service purchase decision of consumers and can cause consumer to purchase the service again.
Özet
Satış tutundurma, genellikle işletmeler tarafından kısa dönemde satışları artırmak ve özellikle tüketim malları pazarında yer alan işletmeler tarafından tüketicileri ve aracıları etkilemek için yaygın olarak kullanılmaktadır. İşletmeler için uygun satış tutundurma tekniğini belirleme ve seçme önemli bir karardır. Bu bağlamda işletmeler hedef tüketici kitlesini iyi tanımalı ve bu doğrultuda uygun satış tutundurma tekniklerini belirlemelidir. Bu araştırma, avantajlı paketler, şirket logolu hediyeler, fiyat indirimleri gibi satış tutundurma araçlarının hizmetler endüstrisinde müşterilerin satın alma kararına olan etkisini değerlendirmektedir. Araştırma, Türkiye’nin Bursa ilindeki beş yıldızlı bir otelin toplam 343 müşterisine uygulanmış ve 323 kullanılabilir ankete ulaşılmıştır. Satış tutundurma araçlarının, müşterinin hizmeti satın alma kararı üzerindeki etkisini belirleyebilmek için çoklu regresyon analizi yapılmıştır. Ayrıca satış tutundurma araçlarının hizmeti satın alma kararında cinsiyetler açısından herhangi bir farklılık olup olmadığı bağımsız iki grup arası farklara ilişkin t-testi yapılmıştır. Elde edilen bulgular, satış tutundurma araçlarının müşterilerin hizmeti satın alma kararı üzerinde önemli bir etkiye sahip olduğunu göstermektedir. Otel işletmeleri, satış tutundurma araçlarını başarılı bir şekilde kullandığında tüketicilerin hizmeti satın alma kararını olumlu etkileyebilir ve tekrar tercih edilmesini sağlayabilir.
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