SATIŞ GELİŞTİRME ARACI OLARAK İNSERTLER VE TÜKETİCİLERİN SATIN ALMA DAVRANIŞINA ETKİSİ
INSERTLES AS A SALES DEVELOPMENT AND THE EFFECT OF CONSUMER PURCHASING BEHAVIOR

Summary/Abstract: Nowadays, retailing is a dynamic sector that is rapidly changing and can be seen in various organizational ways. Especially in recent years, the competition in the retail sector has forced the retailer to develop different strategies and ensure the highest level of consumer satisfaction. However, for this to happen, it is important to know what the consumer thinks about the products and services of the enterprise and to reflect the products and services of the enterprise towards the consumer in the light of this information. Recently, the inserts used by retail businesses as a sales development tool have been used extensively as an alternative medium to enable the consumer to get information about products and services. Many companies operating in this sector prefer different and new channels in their relations with their employees and corporate and individual consumers. Inserts are one of the most economical and economical means to reach consumers through these channels. For these reasons, in this study, it is tried to determine what inserts mean to the consumer and how effective the use of inserts are.In this study, it is tried to determine what the inserts mean to the consumer and how effective the use of the inserts are. In this context, a face-to-face survey was applied to the consumer as a data collection method. According to the data obtained as a result of this application made with 385 consumers in the city center of Kars; it is observed that the consumer cares about the information contained in the insert and this directs the buying behavior of the consumer. In particular, it was concluded that the inserts were monitored via the internet and strong brands and high discount rates increased the awareness of the inserts.

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