THE EFFECTS OF ADVERTISEMENT ON BUYING BEHAVIOR OF CONSUMERS IN CLOTHING SECTOR: THE TURKISH CASE


KANAT S. , ATILGAN T. , Ofluoglu P.

TEKSTIL VE KONFEKSIYON, cilt.23, ss.305-312, 2013 (SCI İndekslerine Giren Dergi) identifier identifier

  • Cilt numarası: 23 Konu: 4
  • Basım Tarihi: 2013
  • Dergi Adı: TEKSTIL VE KONFEKSIYON
  • Sayfa Sayısı: ss.305-312

Özet

Nowadays, advertisements which emerge as one of the most significant marketing activities are used efficiently by the enterprises. Advertisement is a successful method for attracting consumer's attention and increasing sales. Besides it provides an increase in brand value and brand awareness which provide a significant contribution to enterprise performance. Clothing sector which has an important role in Turkish economy involves successful enterprises. These enterprises frequently use advertisement activities in order to be successful and to be able to pronounce their differences from rivals to the consumers. This study aims to analyze the relationship between advertisement and buying behavior. After that, the results of the survey which is conducted in the hinterland of Izmir province are analyzed to determine the effects of advertisement on buying behavior of consumers in clothing sector.