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AN EMPIRICAL STUDY TO DETERMINE THE IMPACT OF BLACK FRIDAY DAYS ON CONSUMER PURCHASING BEHAVIOR

Year 2020, Volume: 1 Issue: 2, 87 - 100, 31.12.2020

Abstract

The success of companies operating in global markets depends on knowing the cultural values of the society to be sold well and applying this in the local market. A more micro understanding prevails in postmodern marketing strategies that replace mass production and consumption in modern society. Firms direct marketing by addressing the cultural differences of consumer groups. In recent years, one of these applications primarily in the United States and then other countries in the world and is reaching Turkey and the Black Friday shopping day. The research was carried out by applying a face-to-face questionnaire with 385 persons, mainly in the western black sea and marmara region in 2019. Both most significant findings obtained from the results of both studies will be applied in the world non-working Black Friday in Turkey can be summarized as follows. Approximately half of the participants were found to shop on Black Friday and more electronics and items such as clothes were purchased. As a result of the factor analysis, 6 (six) factors are effective in Black Friday shopping, and they are named as virtual shopping, Black Friday shopping, shopping satisfaction, discounted shopping, store shopping whit campaign and discounted product preference. When the means are compared, it has been found that the perception of Black Friday is higher among women than men, the interest in electronic stuffs is higher than clothes, and the shopping is made for special days rather than need.

References

  • Akcan, B., Erdoğan, M.G., & Karaçor. (2020). Para Cuma. Selçuk Üniversitesi Sosyal Bilimler Meslek Yüksekokulu Dergisi, 23(1), 43-53.
  • Akgüç Çetinkaya, Ö. & Ceng, E. (2018). Türkiye’deki Black Friday Etkinliğinin Tüketici Sinizmi Bağlamında Bir Değerlendirmesi, MANAS Sosyal Araştırmalar Dergisi, 7(4), 167-180.
  • Altunışık, R., Coşkun, R., Bayraktaroğlu, S., & Yıldırım, E. (2007). Sosyal bilimlerde araştırma yöntemleri: SPSS uygulamalı. Sakarya yayıncılık.
  • Al-Zyoud, M.F. (2019). How Black Friday can Mess with Jordanian Customers’ Minds, Academy of Strategic Management Journal, 18(4), (Print ISSN: 1544-1458; Online ISSN: 1939-6104).
  • Avcı, İ., & Yıldız, S. (2021). A Research on Hedonic and Utilitarian Consumption Behavior of Young Consumers on Big Discount Days. In Handbook of Research on Applied AI for International Business and Marketing Applications.559-579. IGI Global.
  • Barbaro, M. (2006). Attention, holiday shoppers: We have fisticuffs in aisle 2, https://www.nytimes.com/2006/11/25/business/25shop.html.
  • Bell, G.C., Weathers, M.R., Hastings, S.O. & Peterson, E.B. (2014) Investigating the Celebration of Black Friday as a Communication Ritual, Journal of Creative Communications, 9(3), 235–251, DOI: 10.1177/0973258614545019.
  • Bellizzi, J. & Hite, R. (1992). Environment color, customer feelings, and purchase likelihood, Psychology and Marketing, 9, 347-363.
  • Bitner, M. (1992) Servicescapes: The impact of physical surroundings on customers and employees. Journal of Marketing, 56, 57-71.
  • Black Friday’ın 2018 Raporu (2019) Black Friday 2018 Shopping Report: Consumers are eager, more digital, and willing to spend, https://tcgsummit.com/wp-content/uploads/2018/10/181030-mckinsey_retail_black-friday-report.pdf, E.T. 28.03.2020.
  • Çerçi, M., & Seyfi, M. (2021). Hedonic and Utilitarian Consumption in COVID-19 Process. Erciyes İletişim Dergisi, 8(1), 23-36.
  • Donovan, R.J, Rossiter, J.R. Marcoolyn, G. & Nesdale, A. (1994). Store atmosphere and purchasing behavior, Journal of Retailing, 70, 283-294.
  • El Pais, (2015) Spain embraces Black Friday. Stores sign up en masse for US-imported sale day, though its business impact is still unclear http://elpais.com/elpais/2015/11/27/inenglish/1448619676_644097.html.
  • English, G. & Pfeiffer, G. (2015) The Psychology of Black Friday, Customer Psychology Ltd. London Metropolitan University, http://customer-psychology.com/wp-content/uploads/2015/11/The-Psychology-of-Black-Friday.pdf, E.T. 28.03.2020.
  • Eroğlu, S.A. & Machleit, K.A. (1990). An empirical study of retail crowding: Antecedents and consequences. Journal of Retailing, 66, 201-221.
  • Grannis, K. (2014). Thanksgiving weekend shopping by the numbers. https://nrf.com/news/thanksgiving-weekend-shopping-the-numbers.
  • Horovitz, B. (2009, November 26). To get a jump on Black Friday, stores open on Thanksgiving.USA Today. http://www.usatoday.com/money/industries/retail/2009-11-25-penthanksgiving25_ST_N.htm.
  • Katz, M. (2008). Black Friday calls for a strategy session. The New York Times. Retrieved from, http://www.nytimes.com/2008/11/20/technology/personaltech/20basics.html.
  • Kwon, H. J., & Brinthaupt, T. M. (2015). The motives, characteristics and experiences of US Black Friday shoppers. Journal of Global Fashion Marketing, 6(4), 292-302.
  • Lennon, S.J., Kim, M., Lee, J. & Johnson, K.K.P. (2018). Consumer Emotions on Black Friday: Antecedents and Consequence, Journal of Research for Consumers, Issue: 32.
  • Logan, Lori A. (2014). “Analysis of the Black Friday Consumer” Masters Theses. Eastern Illionis University, Charlestorn, United States. https://thekeep.eiu.edu/theses/1207.
  • Machleit, K. & Eroğlu, S. (2000). Describing and measuring the emotional response to shopping experience. Journal of Personal Selling and Sales Management, 21, 1-14.
  • Mastercard, Europe News (2020). Engagement Bureau: European News. https://www.mastercard.com/news/europe/tr-tr/haber-merkezi/basin-bultenleri/tr-tr/2020/aralik/turkler-hay%C4%B1rseverl%C4%B1kte-avrupa-y%C4%B1 ger%C4%B1de-b%C4%B1rakt%C4%B1/ Erişim tarihi: 09.02.2020
  • McGoldrick, P., Betts, E. & Keeling, K. (1999). Antecedents of spontaneous buying behavior during temporary markdowns. Advances in Consumer Research, 26, 26-33.
  • Milavec, B. (2012). An Analysis of Consumer Misbehavior on Black Friday, Thesis.
  • National Retailer Federation Reports (2020). https://nrf.com/media-center/press-releases/holiday-shoppers-take-advantage-early-thanksgiving-weekend-deals
  • Öztürk, A. & Temizkan, V. (2018) Tüketicilerin Anneler Gününde Hediye Satın Alma Davranışlarının Sebepli Davranış Teorisi Bağlamında İncelenmesi, EKEV Akademi Dergisi,22(76), 37-56.
  • Potter, R. (1984). Consumer behavior and spatial cognition in relation to the extraversion-introversion dimension of personality. The Journal of Social Psychology, 123, 29-34.
  • Prus, R. (1986) It’s on sale: An examination of vendor perspectives, activities, and dilemmas, Canadian Review of Sociology and Anthropology, 23, 72-96.
  • Ramasubbareddy, S., Srinivas, T.A.S., Govinda, K., & Swetha, E. (2021). Sales Analysis on Back Friday Using Machine Learning Techniques. In Intelligent System Design (pp. 313-319). Springer, Singapore.
  • Rozhon, T. (2004, November 27). In annual rite, shoppers mob holiday sales, The New York Times Late Edition.
  • Simpson, L.; Taylor, L.; O'Rourke, K. & Shaw, K. (2011), An Analysis of Consumer Behavior on Black Friday. Faculty Research & Creative Activity. 13, 1-6.
  • Smith, O., & Raymen, T. (2017). Shopping with violence: Black Friday sales in the British context. Journal of Consumer Culture, 17(3), 677-694.
  • Statista Report (2018). Black Friday: items purchased on impulse by U.S. consumers 2018, by gender. https://www.statista.com/statistics/640210/black-friday-impluse-purchases-by-gender/
  • Swilley, E. & Goldsmith, R.E. (2007). The role of involvement and experience with electronic commerce in shaping attitudes and intentions toward mobile commerce. International Journal of Electronic Marketing and Retailing, 1 (4), 370–384.
  • Swilley, E. & Goldsmith, R.E. (2013). Black Friday and Cyber Monday: Understanding consumer intentions on two major shopping days. Journal of Retailing and Consumer Services, 20(1), 43-50.
  • Thomas J.B. & Peters C. (2011). An exploratory investigation of Black Friday consumption rituals. International Journal of Retail & Distribution Management, 39 (7), 522-537. 0959-0552DOI 10.1108/09590551111144905.
  • Tsiotsou, R.H. (2017) “Black Friday”: Attitudes, Behavior and Intentions of Greek, Consumers, Conference: International Conference on Advances in National Brand and Private Label Marketing (NB&PL), At Barcelona, Spain, Volume: ISBN 978-3-319-59700-3.
  • Tzeng, S.Y., Ertz, M., Jo, M.S., & Sarigöllü, E. (2021). Factors affecting customer satisfaction on online shopping holiday. Marketing Intelligence & Planning.

MUHTEŞEM CUMA GÜNLERİNİN BİREYLERİN SATIN ALMA DAVRANIŞI ÜZERİNDEKİ ETKİSİSİN BELİRLENMESİNE YÖNELİK AMPİRİK BİR ÇALIŞMA

Year 2020, Volume: 1 Issue: 2, 87 - 100, 31.12.2020

Abstract

Küresel pazarlarda faaliyet gösteren firmaların başarısı, satış yapılacak toplumun kültürel değerlerinin iyi bilinmesi ve bunu yerel pazarda uygulanmasına bağlıdır. Modern toplumdaki kitlesel üretim ve tüketimin yerini alan postmodern pazarlama stratejilerinde daha mikro bir anlayış hâkimdir. Firmalar tüketici grupların kültürel farklılığını ele alarak pazarlamaya yön vermektedir. Son yıllarda bu uygulamalardan biri olan ve öncelikle ABD’de daha sonra da dünyanın diğer ülkelerine ve Türkiye’ye ulaşan Muhteşem Cuma (Black Friday) günü ve alışverişidir. Araştırma 2019 yılında ağırlıklı olarak batı karadeniz ve marmara bölgesinde 385 kişi ile yüyyüze anket uygulanmak suretiyle yürütülmüştür. Hem dünyada hem de Türkiye’de uygulamalı olarak çalışılmayan Muhteşem Cuma çalışmasının sonucunda elde edilen en önemli bulgular şu şekilde özetlenebilir. Katılımcıların yaklaşık olarak yarısı Muhteşem Cuma günü alışveriş yaptığı ve daha fazla elektronik ile kıyafet gibi eşyaların satın alındığı belirlenmiştir. Yapılan faktör analizi sonucu Muhteşem Cuma günü alışverişlerinde 6 (altı) faktörün etkili olduğu ve sanal alışveriş, Muhteşem Cuma alışverişi, alışveriş memnuniyeti, indirimli alışveriş, mağaza alışverişi ile kampanya ve indirimli ürün tercihi olarak isimlendirilmişlerdir. Ortalamalar kıyaslandığında Muhteşem Cuma algısının bayanlarda erkeklere göre daha fazla olduğu, elektronik eşyalara ilginin giyime göre daha çok olduğu ve alışverişin ihtiyaçtan ziyade daha çok özel günler için yapıldığı bulgularına ulaşılmıştır.

References

  • Akcan, B., Erdoğan, M.G., & Karaçor. (2020). Para Cuma. Selçuk Üniversitesi Sosyal Bilimler Meslek Yüksekokulu Dergisi, 23(1), 43-53.
  • Akgüç Çetinkaya, Ö. & Ceng, E. (2018). Türkiye’deki Black Friday Etkinliğinin Tüketici Sinizmi Bağlamında Bir Değerlendirmesi, MANAS Sosyal Araştırmalar Dergisi, 7(4), 167-180.
  • Altunışık, R., Coşkun, R., Bayraktaroğlu, S., & Yıldırım, E. (2007). Sosyal bilimlerde araştırma yöntemleri: SPSS uygulamalı. Sakarya yayıncılık.
  • Al-Zyoud, M.F. (2019). How Black Friday can Mess with Jordanian Customers’ Minds, Academy of Strategic Management Journal, 18(4), (Print ISSN: 1544-1458; Online ISSN: 1939-6104).
  • Avcı, İ., & Yıldız, S. (2021). A Research on Hedonic and Utilitarian Consumption Behavior of Young Consumers on Big Discount Days. In Handbook of Research on Applied AI for International Business and Marketing Applications.559-579. IGI Global.
  • Barbaro, M. (2006). Attention, holiday shoppers: We have fisticuffs in aisle 2, https://www.nytimes.com/2006/11/25/business/25shop.html.
  • Bell, G.C., Weathers, M.R., Hastings, S.O. & Peterson, E.B. (2014) Investigating the Celebration of Black Friday as a Communication Ritual, Journal of Creative Communications, 9(3), 235–251, DOI: 10.1177/0973258614545019.
  • Bellizzi, J. & Hite, R. (1992). Environment color, customer feelings, and purchase likelihood, Psychology and Marketing, 9, 347-363.
  • Bitner, M. (1992) Servicescapes: The impact of physical surroundings on customers and employees. Journal of Marketing, 56, 57-71.
  • Black Friday’ın 2018 Raporu (2019) Black Friday 2018 Shopping Report: Consumers are eager, more digital, and willing to spend, https://tcgsummit.com/wp-content/uploads/2018/10/181030-mckinsey_retail_black-friday-report.pdf, E.T. 28.03.2020.
  • Çerçi, M., & Seyfi, M. (2021). Hedonic and Utilitarian Consumption in COVID-19 Process. Erciyes İletişim Dergisi, 8(1), 23-36.
  • Donovan, R.J, Rossiter, J.R. Marcoolyn, G. & Nesdale, A. (1994). Store atmosphere and purchasing behavior, Journal of Retailing, 70, 283-294.
  • El Pais, (2015) Spain embraces Black Friday. Stores sign up en masse for US-imported sale day, though its business impact is still unclear http://elpais.com/elpais/2015/11/27/inenglish/1448619676_644097.html.
  • English, G. & Pfeiffer, G. (2015) The Psychology of Black Friday, Customer Psychology Ltd. London Metropolitan University, http://customer-psychology.com/wp-content/uploads/2015/11/The-Psychology-of-Black-Friday.pdf, E.T. 28.03.2020.
  • Eroğlu, S.A. & Machleit, K.A. (1990). An empirical study of retail crowding: Antecedents and consequences. Journal of Retailing, 66, 201-221.
  • Grannis, K. (2014). Thanksgiving weekend shopping by the numbers. https://nrf.com/news/thanksgiving-weekend-shopping-the-numbers.
  • Horovitz, B. (2009, November 26). To get a jump on Black Friday, stores open on Thanksgiving.USA Today. http://www.usatoday.com/money/industries/retail/2009-11-25-penthanksgiving25_ST_N.htm.
  • Katz, M. (2008). Black Friday calls for a strategy session. The New York Times. Retrieved from, http://www.nytimes.com/2008/11/20/technology/personaltech/20basics.html.
  • Kwon, H. J., & Brinthaupt, T. M. (2015). The motives, characteristics and experiences of US Black Friday shoppers. Journal of Global Fashion Marketing, 6(4), 292-302.
  • Lennon, S.J., Kim, M., Lee, J. & Johnson, K.K.P. (2018). Consumer Emotions on Black Friday: Antecedents and Consequence, Journal of Research for Consumers, Issue: 32.
  • Logan, Lori A. (2014). “Analysis of the Black Friday Consumer” Masters Theses. Eastern Illionis University, Charlestorn, United States. https://thekeep.eiu.edu/theses/1207.
  • Machleit, K. & Eroğlu, S. (2000). Describing and measuring the emotional response to shopping experience. Journal of Personal Selling and Sales Management, 21, 1-14.
  • Mastercard, Europe News (2020). Engagement Bureau: European News. https://www.mastercard.com/news/europe/tr-tr/haber-merkezi/basin-bultenleri/tr-tr/2020/aralik/turkler-hay%C4%B1rseverl%C4%B1kte-avrupa-y%C4%B1 ger%C4%B1de-b%C4%B1rakt%C4%B1/ Erişim tarihi: 09.02.2020
  • McGoldrick, P., Betts, E. & Keeling, K. (1999). Antecedents of spontaneous buying behavior during temporary markdowns. Advances in Consumer Research, 26, 26-33.
  • Milavec, B. (2012). An Analysis of Consumer Misbehavior on Black Friday, Thesis.
  • National Retailer Federation Reports (2020). https://nrf.com/media-center/press-releases/holiday-shoppers-take-advantage-early-thanksgiving-weekend-deals
  • Öztürk, A. & Temizkan, V. (2018) Tüketicilerin Anneler Gününde Hediye Satın Alma Davranışlarının Sebepli Davranış Teorisi Bağlamında İncelenmesi, EKEV Akademi Dergisi,22(76), 37-56.
  • Potter, R. (1984). Consumer behavior and spatial cognition in relation to the extraversion-introversion dimension of personality. The Journal of Social Psychology, 123, 29-34.
  • Prus, R. (1986) It’s on sale: An examination of vendor perspectives, activities, and dilemmas, Canadian Review of Sociology and Anthropology, 23, 72-96.
  • Ramasubbareddy, S., Srinivas, T.A.S., Govinda, K., & Swetha, E. (2021). Sales Analysis on Back Friday Using Machine Learning Techniques. In Intelligent System Design (pp. 313-319). Springer, Singapore.
  • Rozhon, T. (2004, November 27). In annual rite, shoppers mob holiday sales, The New York Times Late Edition.
  • Simpson, L.; Taylor, L.; O'Rourke, K. & Shaw, K. (2011), An Analysis of Consumer Behavior on Black Friday. Faculty Research & Creative Activity. 13, 1-6.
  • Smith, O., & Raymen, T. (2017). Shopping with violence: Black Friday sales in the British context. Journal of Consumer Culture, 17(3), 677-694.
  • Statista Report (2018). Black Friday: items purchased on impulse by U.S. consumers 2018, by gender. https://www.statista.com/statistics/640210/black-friday-impluse-purchases-by-gender/
  • Swilley, E. & Goldsmith, R.E. (2007). The role of involvement and experience with electronic commerce in shaping attitudes and intentions toward mobile commerce. International Journal of Electronic Marketing and Retailing, 1 (4), 370–384.
  • Swilley, E. & Goldsmith, R.E. (2013). Black Friday and Cyber Monday: Understanding consumer intentions on two major shopping days. Journal of Retailing and Consumer Services, 20(1), 43-50.
  • Thomas J.B. & Peters C. (2011). An exploratory investigation of Black Friday consumption rituals. International Journal of Retail & Distribution Management, 39 (7), 522-537. 0959-0552DOI 10.1108/09590551111144905.
  • Tsiotsou, R.H. (2017) “Black Friday”: Attitudes, Behavior and Intentions of Greek, Consumers, Conference: International Conference on Advances in National Brand and Private Label Marketing (NB&PL), At Barcelona, Spain, Volume: ISBN 978-3-319-59700-3.
  • Tzeng, S.Y., Ertz, M., Jo, M.S., & Sarigöllü, E. (2021). Factors affecting customer satisfaction on online shopping holiday. Marketing Intelligence & Planning.
There are 39 citations in total.

Details

Primary Language Turkish
Subjects Business Administration
Journal Section Research Articles
Authors

Abdülvahap Baydaş

Serhat Ata 0000-0002-5423-5118

Nesimi Kök 0000-0002-1612-9162

Publication Date December 31, 2020
Submission Date February 16, 2021
Published in Issue Year 2020 Volume: 1 Issue: 2

Cite

APA Baydaş, A., Ata, S., & Kök, N. (2020). MUHTEŞEM CUMA GÜNLERİNİN BİREYLERİN SATIN ALMA DAVRANIŞI ÜZERİNDEKİ ETKİSİSİN BELİRLENMESİNE YÖNELİK AMPİRİK BİR ÇALIŞMA. Güncel Pazarlama Yaklaşımları Ve Araştırmaları Dergisi, 1(2), 87-100.

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