Welcome to the InfoSci Platform
Reference Hub1
The Relationship Between Sales Promotion Activities, Private Label Attitudes, and Purchase Intention

The Relationship Between Sales Promotion Activities, Private Label Attitudes, and Purchase Intention

Ömer Sezai Aykaç, Aykut Yilmaz
Copyright: © 2020 |Pages: 22
ISBN13: 9781799802570|ISBN10: 1799802574|ISBN13 Softcover: 9781799802587|EISBN13: 9781799802594
DOI: 10.4018/978-1-7998-0257-0.ch014
Cite Chapter Cite Chapter

MLA

Aykaç, Ömer Sezai, and Aykut Yilmaz. "The Relationship Between Sales Promotion Activities, Private Label Attitudes, and Purchase Intention." Improving Marketing Strategies for Private Label Products, edited by Yusuf Arslan, IGI Global, 2020, pp. 306-327. https://doi.org/10.4018/978-1-7998-0257-0.ch014

APA

Aykaç, Ö. S. & Yilmaz, A. (2020). The Relationship Between Sales Promotion Activities, Private Label Attitudes, and Purchase Intention. In Y. Arslan (Ed.), Improving Marketing Strategies for Private Label Products (pp. 306-327). IGI Global. https://doi.org/10.4018/978-1-7998-0257-0.ch014

Chicago

Aykaç, Ömer Sezai, and Aykut Yilmaz. "The Relationship Between Sales Promotion Activities, Private Label Attitudes, and Purchase Intention." In Improving Marketing Strategies for Private Label Products, edited by Yusuf Arslan, 306-327. Hershey, PA: IGI Global, 2020. https://doi.org/10.4018/978-1-7998-0257-0.ch014

Export Reference

Mendeley
Favorite

Abstract

This chapter examines the effect of sales promotion activities for PLs on consumers attitudes toward PLs and how these attitudes influence their purchase intentions. Regarding this objective, three hard-discount retail stores that have the highest number of branches around Turkey were included in the study. In addition to this, the PLs of dairy product category from each of the retail stores were examined, since is frequently consumed and dairy PLs have high market shares in most of the countries. In the scope of the study, 756 surveys were gathered and analyzed. Regarding the results, it was seen that the effect of sales promotion activities on consumers' attitudes toward PLs is 0.30. Moreover, the effect of consumers' attitudes toward PLs on their purchase intentions is 0.48, which means that if consumers' attitudes toward PLs can be developed in a positive way, it will increase their intention to purchase these products or brands by 48%. The findings of the study provide important implications to the practitioners and scholars in marketing and retailing fields.

Request Access

You do not own this content. Please login to recommend this title to your institution's librarian or purchase it from the IGI Global bookstore.