DETERMINING THE EFFECTS OF PROMOTION ACTIVITIES ON CONSUMER BEHAVIOUR: AN EMPIRICAL RESEARCH IN TURKISH GSM SECTOR

A field survey has been conducted to define the impact of promotion activities on consumer behaviours in the area of highly competitive turkish gsm sector. within the context of the research, 400 volunteers who live in ankara were surveyed through a questionnaire that consists of 38 questions and the data received was classified and analyzed by using the pasw v18.0 package programme. as a result of the “chi-square” analysis, the variables that have an impact on the participants in accordance with their demographic features were indicated and recommendations were made to the gsm operators. subsequently, for “the impact level dimension of the promotion activities implemented in the gsm sector on consumers”, a total dimension point has been calculated and the link which is anticipated to exist between this point variable and the demographic characteristics of the participants in the survey has been examined through the application of independent samples t test, and one-way analysis of variance test (anova), and relevant hypothesis test. it has been observed that the results of the “chi-square” analysis and samples t test and one-way analysis of variance test (anova) overlapped largely.