Journal of Naval Science and Engineering 2014, Vol.10, No.2, pp.92-117 92 STORE ATMOSPHERE AND POP MATERIALS: A STUDY ON BUYING BEHAVIOR OF CUSTOMERS AT SUPERMARKETS IN ISTANBUL Asst.Prof. Güzide Öncü E. PEKTAŞ 1 1 Haliç University Istanbul, Turkiye guzideoncum@hotmail.com Abstract In the new century, the value and perception of the enterprises have changed due to the changes in consumers’ demands and needs. By virtue of this evolution, the enterprises have begun to attach importance to the value-satisfaction-royalty connection in the new contemporary merchandising concept. The retailers must promote their customers with this connection model and ensure creating satisfaction while meeting their needs. Regarding the marketing activities which enterprises follow in their changing retailing and store management, one of the most important factors that influence the customers’ buying behavior is the store atmosphere and pop advertising activities. In the literature section of this this study, store properties and pop advertising activities are analyzed; and in the application section, the impact of store atmosphere and pop advertising activities on buying behavior of consumers are analyzed with supermarket application in Istanbul. Key Words: Retailing, P.O.P. Advertising, Store Atmosphere