Sales promotion practices of consumer goods companies in an advanced developing country

In recent years, manufacturers of consumer and industrial goods as well as service firms have been increasingly thinking in global terms and paying more attention to sales promotion in their overall promotional programmes and strategies. The purpose of this paper is to investigate the consumer sales promotion practices of consumer goods producing companies in the advanced developing country of Turkey. It was discovered that sales promotion activities are gaining importance in overall promotional practices of Turkish companies, though there are differences in its use by type of industry, size of company, area of business and locus of decision-making within the firm. Furthermore, differences were detected between companies using sales promotions versus other forms of promotional techniques such as mass media advertising, personal selling and publicity. Study findings may be applicable to other developing countries that are at a similar level of socio-economic, market and technological development as Turkey.     

Consumer complaint handling in an advanced developing economy: An empirical investigation

The purpose of this article is to examine consumer protection, complaint, and statisfaction/dissatisfaction behaviors in developing countries with special reference to an advanced developing country — Turkey. The study was designed to describe consumer complaint handling issues in urban Turkey. It tries to explain consumer behavior differences along five consumer product categories as to the frequency and manner of consumer complaining behavior and suggests insights into the effectiveness of consumer complaint handling policies in Turkey. It is maintained that the study results are also applicable to other developing countries which are at a similar level of socio-economic and technological development.Erdener Kaynak, Ph.D. is currently a Professor of Marketing at the School of Business Administration of The Pennsylvania State University at Harrisburg, Middletown, Pennsylvania. Dr. Kaynak has served as a business consultant and training adviser to a number of Turkish, Canadian, Dutch, American, Peruvian, Yugoslavian, and international organizations. A prolific author, he has published over one hundred articles in refereed scholarly and professional journals as well as being the author or co-author of thirteen books. Dr. Kaynak is also Executive Editor ofInternational Business Press (IBP), an imprint of the Haworth Press Inc. of New York, London, and Sydney. In this capacity, in addition to being responsible for the international business book series, he edits several international marketing journals.Orsay Kucukemiroglu is presently an Assistant Professor of Business Administration at the Pennsylvania State University, York Campus, York, Pennsylvania. He holds a B.S. degree in Economics, an M.A. in Statistics, and an M.Sc. in Business Administartion and Operations Research. He also holds a CPA designation in the Communwealth of Pennsylvania. Mr. Kucukemiroglu has published articles in such journals asDecision Sciences, International Journal of Bank Marketing, Journal of Professional Services Marketing as well as presenting papers before various learned societies in North America and in Europe.Yavuz Odabasi is Professor of Marketing and Director of the Vocational Training School of Anadolu University in Eskisehir, Turkey. A graduate of Turkish and U.S. universities, Dr. Odabasi was a faculty member at Erciyes University before joining his current university. He has published articles in such journals asService Industries Journal, International Journal of Bank Marketing as well as publishing in Turkish academic and professional journals.     

Profiling Peruvian Consumers' Lifestyles,Market Segmentation,and Ethnocentrism

ABSTRACT

Exploring consumer lifestyles and ethnocentrism is one way of investigating buyer behavior and market segmentation. This article studies consumer market segments existing among Peruvian consumers by using lifestyle patterns and ethnocentrism. Data for the study was collected through self-survey in two major cities located in Peru, South America. The results point out that there are nine style dimensions among Peruvian consumers that influence their ethnocentric tendencies. These findings have implications for marketers who currently operate in or are planning to enter the Peruvian market in the near future.

RESUMEN. Los estilos de vida de los consumidores y el etnocentrismo pueden explorarse a través de la investigación del comportamiento de los compradores y la segmentación del mercado. Este estudio analiza los segmentos existentes en los diferentes segmentos de mercado peruanos, utilizando patrones sobre su estilo de vida y etnocentrismo. Los datos utilizados en este estudio se colectaron a través de una encuesta realizada en dos importantes ciudades situadas en Perú, América del Sur. Los resultados señalan que existen nueve dimensiones sobre el estilo de vida entre los consumidores peruanos, que ejercen influencia sobre sus tendencias etnocéntricas. Estos hallazgos tienen sus propias implicancias para los operadores de mercado que operan actualmente en o tienen la intención de entrar en el mercado peruano en un futuro cercano.

RESUMO. Explorar os estilos de vida e o etnocentrismo dos consumidores constitui uma forma de investigar o comportamento dos compradores e a segmentação do mercado. Este estudo aborda os segmentos de mercado existentes entre os consumidores peruanos, usando padrões de estilo de vida e o etnocentrismo. Os dados do estudo foram coletados através de uma autopesquisa em duas grandes cidades localizadas no Peru. Os resultados indicam que nove dimensões de estilo entre os consumidores peruanos exercem influência sobre suas tendências etnocêntricas. Essas constatações têm implicações para comerciantes que atualmente operam no mercado peruano ou que planejam ingressar nele no futuro próximo.