The region consisting of neighboring countries and covering the places where Asia, Europe and Africa come closer to each other. Middle Eastern countries, Syria, Iraq, Qatar, Turkey, Egypt, Jordan, Israel, Lebanon, Iran, Palestine, Saudi Arabia, Oman, United Arab Emirates, Bahrain, Yemen, Kuwait, Afghanistan.
Published in Chapter:
To Understand the Approach to Discount Days in Turkey: Investigation of the Response to the Change of the Black Friday Name
Yasin Gültekin (Çanakkale Onsekiz Mart University, Turkey)
Copyright: © 2021
|Pages: 17
DOI: 10.4018/978-1-7998-7533-8.ch010
Abstract
The discount days event has become a global opportunity for marketing and companies' strategies aimed at increasing sales. The main purpose of this chapter is to understand consumer behavior on discount days and suggest how retailers can use those consumer behaviors. Another purpose of this study is to research the effects and results of used new domestic campaign names instead of the name of Black Friday in Turkey. This study measured the effects of the variables of domestic campaign name, perceived usefulness, and the attitude towards the Black Friday discount campaign days, which are thought to affect the repurchase intentions of consumers on this days. The results of analyzed test shows that the use of domestic names in discount activities positively affected both the perceived usefulness and attitudes towards the campaign among Turkish shoppers, but it has been found to have no impact on repurchasing decisions.