INVESTIGATION OF THE EFFECTS OF SALES PROMOTIONS ON THE IMPULSE BUYING BEHAVIOR BY DIVIDING THEM INTO CREDIT CARD PROMOTIONS AND IN-STORE PROMOTIONS

Abstract

Sales promotion efforts which generally are applied for effecting consumers’ purchase decisions and triggering impulse buying which is one of that decisions are both enriched and differentiated together with credit card usage. In this study, sales promotions are classified as credit card promotions and in-store promotions for the first time and their effect on impulse buying are investigated comparatively. In addition, effects of credit card usage and demographics on impulse buying are analyzed. By using scenario approach a survey created and applied to a sample that consists of 319 individuals. Data analyzed via regression analysis. Findings illustrated those; in addition to in-store promotions age and education are significantly effecting impulse buying while credit card promotions not. Moreover, it is found that, as age and education level decreases intention to use in-store promotions increases, as number of credit cards and using credit cards as payment method increases intention to use credit card promotions increases and as credit card ownership duration increases intention to use credit card promotion decreases