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Parasal ve parasal olmayan satış promosyonlarının marka tercihi üzerindeki etkisi: Arnavutluk GSM firmaları örneği

The efficiency of monetary and non-monetary sales promotions on brand preference: a case of Albanian GSM companies

Journal Name:

  • İstanbul Üniversitesi İşletme Fakültesi Dergisi

Publication Year:

  • 2014

Key Words:

Keywords (Original Language):

Author NameUniversity of AuthorFaculty of Author
Abstract (2. Language): 
Sales promotions have been improving since early 1960s and today it has become one of the main marketing tools in the promotion mix. Companies heavily apply monetary sales promotions as well as distribute non-monetary advertising items such as umbrellas, pens, calendars, etc. in order to attract customers and stimulate them toward their products or services. in Albania, particularly GSM companies rely on both types of sales promotions. The purpose of this study is to reveal the type of sales promotion that is most effective on brand preference. in this regard, efficiency of monetary and non-monetary sales promotions has been measured through structural equation modeling (SEM) method. Findings indicate that the efficiency of monetary sales promotions is significantly higher than non-monetary ones, even though non-monetary sales promotions appeal to customers.
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Abstract (Original Language): 
Satış promosyonları 1960'lı yıllardan beri gelişmekte olan ve günümüzün tutundurma karması içerisindeki temel pazarlama araçlarından birisidir. işletmeler, parasal satış tutundurma faaliyetlerinin yanında, müşterileri kendi ürün ve hizmetlerine yönlendirmek amacıyla şemsiye, kalem, takvim vb. reklam malzemeleri dağıtarak parasal olmayan tutundurma faaliyetlerini de yoğun şekilde kullanmaktadırlar. Arnavutluk'ta özellikle GSM şirketleri her iki satış promosyonunu da kullanmaktadır. Bu çalışmanın amacı hangi tür satış promosyonunun marka tercihinde daha etkili olduğunun ortaya çıkartılmasıdır. Bu bağlamda parasal ve parasal olmayan satış promosyonlarının etkisi yapısal eşitlik modellemesi (YEM) yöntemiyle ölçülmüştür. Bulgular parasal olmayan satış promosyonları müşterilere çekici gelse bile, parasal değerli satış promosyonlarının, parasal olmayan satış promosyonlarından daha etkili olduğunu göstermektedir.
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