THE EFFECT OF SALES DEVELOPMENT ACTIVITIES ON PURCHASING DECISIONS: A CASE STUDY IN SERVICE SECTOR

Sales promotion refers to those marketing activities other than personal selling, advertisement and publicity, which stimulate consumer purchasing and dealer effectiveness, such as displays, shows and expositions, demonstrations and various non-recurrent selling efforts not in the ordinary routine. In this study, applied to banks in Yozgat, it is aimed to determine in which direction and how promotion efforts affect customers while taking into account of the demographic characteristics of them and to make recommendations on sales promotions which should be applied for banks. The data was obtained via questionnaire. By using the percentage and frequencies of the data, whether sales promotion activities of banks taking into account of demographic characteristics of customers affect sales decision is observed.