TITLE

LOJÄ°STÄ°K PERFORMANSIN VE REKLAMLARIN SATIN ALMA DAVRANIÅžLARINA ETKÄ°SÄ°

AUTHOR(S)
YANGINLAR, Gözde; ARSLAN, Alp
PUB. DATE
March 2019
SOURCE
Electronic Turkish Studies;2019, Vol. 14 Issue 7, p4113
SOURCE TYPE
Academic Journal
DOC. TYPE
Article
ABSTRACT
In an environment of continuous change and development, it is becoming more and more difficult for businesses to maintain their assets and gain competitive advantage. In addition to meeting the consumer needs of businesses, it is essential to add value to the consumer. One of the ways of achieving a continuous superiority against the competing enterprises in the international markets against the changing and differentiating customer demands and expectations is the success in logistics performance. Logistic performance has a strategic feature for the enterprises in the competitive environment increasing due to the impact of globalization. The speed of delivery, cost of transportation, storage and distribution efficiency, quality and flexibility of logistics activities, timely and undamaged deliveries are among the factors that directly affect purchasing behavior in the process of reaching products and services to consumers. Success in logistics performance can drive the buying behavior of consumers by strengthening the relationship between supply, production and marketing. The main objective in the analysis of consumer purchasing behavior is the planning and coordination of procurement, production, logistics, marketing activities. The aim of this study; It examines the impact of logistics performance and advertising on consumer behavior before and after purchase. The scope of the research consists of enterprises operating in advertising, fuel, construction, health and lubricants sectors operating in Istanbul. In the study, it was concluded that logistics performance and advertising had a positive effect on before and after purchasing consumer behavior. In the process of delivering products and services to consumers, it is seen that high efficiency in logistics activities and the effectiveness of advertisements affect purchasing behavior positively.
ACCESSION #
141519312

 

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