Özet:

A research on the role of the consumer’s behavior in the purchase of goods([1]) Master’s student Dudu ÖZTÜRK** Dr. Teacher Deslem DUĞAN*** ÖZET Today one of the most discussed means of communication about advertising is advertising. Advertising uses mass communication tools to send messages to the target audience. However, some brands can face crises because the characteristics of the target audience are not well analyzed while delivering their advertisements to the target audience. In this case, the brands face their reaction when they want to win the target audience’s favour. One of the topics that attract the target audience’s reaction is racism. Public and target audience are reacting to some brands’ ads because they are racist. In this case, the brands remove their ads from the publication, apologize to the target audience and indicate that the message requested to be given in the advertising is misunderstood. While the brand tries to rebuild its image in this process, consumers’ positive or negative attitudes towards advertising determine their behavior, and the consumer can react to the brand without purchasing the products of the brand. Without a doubt, the brands do not want to accept a behavior in the direction of not buying their products. In this context, the study has studied the role of a consumer in the purchasing behavior through an advertisement criticized and reacting for the reason that a brand is racist. In the study, 400 researchers were evaluated. According to the data obtained from the survey analysis, the result was that the relationship between ad-oriented attitudes and the purchase decision process was meaningful. Keywords: Advertising, Racism, Consumer Buying Behavior. A RESEARCH ON THE ROLE OF CONSUMER ATTITUDE FOR RACIST ADS IN PURCHASING BEHAVIOR ABSTRACT One of the most talked about communication tools today is advertising. The advertisement conveys the message to its target audience by using mass media. However, some brands may face crises due to poor analysis of the characteristics of the target audience while delivering their ads to the target audience. In this case, the brands, the target audience wants to gain appreciation while encountering. One of the advertising issues that has attracted the reaction of the target group is racism. The ads of some brands are getting reaction because of the public opinion and especially racism by the target audience. In this case, brands take their ads off the air, apologize to the target audience and misrepresent the message that is intended to be given in the advertisement. Although the brand tries to rebuild its image in this process, the positive or negative attitudes of consumers determine their behavior and the consumer can react to the brand by not buying the products of the brand. Certainly, brands do not want to accept a behavior that their products are not purchased. In this context, the role of consumer in purchasing behavior was investigated through a commercial which was criticized and reacted for the reason that a brand is doing racism. 400 questionnaires were evaluated in the study. According to the data obtained from the survey analysis, the relationship between the attitudes towards advertising and the purchasing decision process is significant. Keywords: Advertising, Racism, Consumer Purchasing Behavior. [1] This article is derived from a thesis with the same name which is being conducted by Dr. Dr. Dr. Dudu Öztürk in the consultation of Özlem Duğan.