Ürün Yerleştirmenin Satın Alma Niyeti Üzerindeki Etkisi: Kahramanmaraş İlinde Bir Saha Çalışması
The Effect of Product Placement on The Intention to Purchase: A Field Study in Kahramanmaraş

Summary/Abstract: Purpose – The study aims at investigating the effect of product placement on purchasing intent and determining which mediums of product placement are more effective on consumers. To this end, the research model was applied to individuals over 18 years old in Kahramanmaraş province. Design/methodology/approach – The research was conducted with 1.150 people using face to face survey. The survey consists of 6 sections. The first 5 sections include attitude variables towards product placement in the research model (Gupta and Gould, 1997) and scale questions comprising of purchasing intent variables (Balakrishnan et al., 2012). In the last part of the survey are questions about determining demographic characteristics. Research data were analysed and interpreted with the help of frequency distribution, arithmetic mean and percentages, Anova, Bonferro and T test, Correlation and Regression analysis. Construct validity was tested on the basis of the reliability analysis of the scales and Explanatory Factor Analysis. Findings – As a result of the Regression analysis, it has been determined that product placement has a positive effect on purchasing intent. In addition, there is a significant difference in purchasing intents according to the environment in which the product placement is performed. No significant difference was found between the attitudes of individuals towards product placement with different education levels, different age groups and different monthly incomes. However, a significant difference was found in the purchasing intents of individuals of different genders and education levels. The attitudes towards product placement seem to differ by gender. Discussion – Taking into consideration the changes in advertising and consumer behaviour, national and international companies can advertise their products through product placement on channels like television and cinema preferred by consumers. While performing the placement studies, attention should be paid to being realistic and professional. Thus, consumers who avoid advertisements will be caught.

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