Özet:

Intense competition conditions push businesses and brands to differentiate. One of the ways brands differentiate themselves from their competitors is to carry out interesting marketing activities for consumers. In this sense, sense-oriented marketing strategies can be used to activate the purchasing behavior of consumers. This research aims to reveal how consumers are affected by sensory marketing elements when purchasing sports ready-to-wear products and their differences according to demographic characteristics. Tekin (2021) used the scale of “the effect of sensory marketing on the buying behavior of ready-made clothing”, which he used in his graduate study. The sample group consists of 241 female and 259 male participants who volunteered and visited the sports shops of 6 shopping centers in Istanbul. In the analysis of the data, Multiple Frequency, Mann-Whitney U test and Kruskal Wallis analyzes were applied.

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