THE EFFECT OF LEAD PRODUCT ON THE CONSUMERS’ PREFERENCES OF RETAIL STORE

Year 2018, Volume: 32 Issue: 2, 335 - 349, 11.05.2018

Enes Emre Başar

Abstract

The
presence of a large number of actors in the retail sector in recent years has
led to intense competition. For this reason, it is increasingly important to
determine the factors that affect consumers’ retail store preferences. In
this direction, it is seen that a lot of studies have been done in the field of
marketing. These studies have been generally focused on low price, distance/location,
store atmosphere and image, product variety and quality. However,
studies have not revealed how the products consumers are planning to purchase
have an effect on retail store preferences. In this
context, the lead product is a concept that explains the consumer purchasing
processes and thus gives a different perspective to the preference of the
retail store.
The lead product means which product categories are important in the
store preference.
From this point of view, it has been tried to determine which product
category is the lead product and the preference effects of the lead product to
the retail store have been examined. Thus, it is aimed to fill an important gap in the
literature.
The results show that some product categories are important influences
in retail store choice.

Keywords

Lead Product, Retailing, Preference of Retail Stores, Product

HANGİ ÜRÜN KATEGORİSİ TÜKETİCİLERİN PERAKENDECİ MAĞAZA TERCİHLERİNDE EN BÜYÜK ETKİYE SAHİP? LİDER ÜRÜN YAKLAŞIMI

Abstract

Son yıllarda perakendecilik sektöründe çok sayıda aktörün yer alması,
yoğun bir rekabet yaşanmasına neden olmaktadır. Bu nedenle, tüketicilerin perakendeci
mağaza tercihlerini etkileyen faktörlerin belirlenmesi, giderek önem
kazanmaktadır. Bu doğrultuda pazarlama alanında oldukça fazla çalışma yapıldığı
görülmektedir. Bu çalışmalarda genel olarak; düşük fiyat, mesafe/yer, mağaza
atmosferi ve imajı, ürün çeşitliliği ve kalitesi gibi mağaza ve ürün
niteliklerine odaklanmıştır. Ancak yapılan çalışmalarda tüketicilerin satın
almayı planladıkları ürünlerin perakendeci mağaza tercihlerinde nasıl bir
etkisinin olduğu açıklanmamıştır.  Bu
bağlamda lider ürün, tüketici satın alma süreçlerini açıklayan ve böylece perakendeci
mağaza tercihine farklı bir bakış açısı sağlayan bir kavramdır. Lider ürün,
hangi ürün kategorilerinin mağaza tercihinde önemli olduğunu ifade etmektedir.
Buradan hareketle, bu çalışmada hangi ürün kategorisinin lider ürün olduğu
belirlenmeye çalışılmış ve lider ürünün perakendeci mağaza tercihine etkileri
incelenmiştir. Böylelikle literatürde önemli bir boşluğun doldurulması
hedeflenmiştir. Elde edilen sonuçlar, bazı ürün kategorilerinin perakendeci
mağaza tercihinde önemli etkileri olduğunu göstermektedir. 

Keywords

Lider Ürün, Perakendecilik, Perakendeci Mağaza Tercihi, ürün

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