Marketing Communication Tools in Food Industry: A Case Study on Cukurova Region in Turkey

Abstract

In this study, it is aimed to examine which level marketing communicating tools are used in thefood industry in Çukurova Region, Turkey. For this purpose, a survey was applied to 92enterprises which process milk and dairy products, meat and meat products, fruit juice industry inboth Adana and Mersin. Also, face to face interview was conducted to gather data from 400consumers who were determined via simple random sampling, living in Adana province. It wasfound out that enterprises used the marketing communication tools (sales promotion,advertisement etc.) to increase sales and reduce inventory, even if they are not mostly aware ofthe concept of marketing communications. They also indicated that they do not practice marketingcommunication programs at all. The most used tools by the enterprises are personal sales, directmarketing, sales promotions and advertisement. Also, as a result of correlation analysis showedthat there is an effect between the enterprises’ use of marketing communication tools and brandand market performance. Consumers stated that the sales promotions are the most effectivemarketing communication tools on their preferences not only buying food products but alsochanging the brands. Consumers mostly decide what to buy and which brand while they are in themarket. In this case, advertisement, promotion and to the content of the product were the mostimportant factors regarding consumers’ choices. It was found out that consumers’ gender, age,education and income levels were also effective on their preferences on buying different foodproducts. Consumers attitude was different about marketing communication tools; such as youngpeople mostly affected by media and primary and secondary school graduates mostly influencedby additional gifts provided free of charge with the main product.