Abstract:

In retail sector developing rapidly by growing in Turkey and World competition has also growed. Despite increasing competition companies have primarily tried to take consumers ‘attention with their intervene to qualities of the products. Then they have tried to gain power especially in competition with the promotion activities of the marketing mix elements. Even though retailers have different positioning, consumers make their choice for a store not only according to this position but also according to variables such as quality, price, store atmosphere and ease of access,. In this study, it is aimed to determine the views of consumers about retailers selling actual periodic product and about actual products. For this purpose, in Adıyaman’s downtown by screening method and not based probility easy samples 417 valid questionnaire have been attained. Questionnaire data has been entered to SPSS 20.0. Firstly, reliability analysis has been done and as a result Cronbach Alpha value has been found as 0,850. For validity, factor analysis has been performed as well as expert analysis and 3 factors have been seen to form. Daha sonra da frekans, ortalama, anova ve t testleri yapılmıştır. Then frequency, medium, anova and t tests have been done. According to the result of the application, it has been seen that most of the participants do their shopping from the actual retailers, they follow actual products from the pamphlets mostly, they show interest to the actual product and retailers and that women have been found to adopt these retailers more than men. In addition, it has been detected that as the age, level of the participants, their level of education and income levels of the participants increase, the interest for these retailers and actual products reduces. This study has shown that the actual product sale is a successful implementation of a promotion.

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