Dağıtım Kanalında Bayileri Motive Etmenin Belirleyicileri: Ampirik Bir Analiz

Abstract

Bu çalışmada üretici işletmelerin ürünlerini pazarlayan aracı işletmelerin daha fazla gayret göstermelerini sağlamak için üretici işletmelerin kullanabilecekleri araçlar üzerinde durulmuştur. Giyim ve beyaz eşya sektöründen seçilmiş 242 işletmeye bir anket uygulanarak elde edilen veriler analiz edilmiştir. Dağıtım kanalında bayileri motive edici 16 faktör tespit edilmiştir. Sonuç olarak üretici işletmelerle aracılar arasındaki ilişkileri etkileyen 9 faktör, bayileri ve bayilerle ilgili süreçleri etkileyen 4 faktör ve nihai tüketicileri ve nihai tüketicilerle ilgili süreçleri etkileyen 3 faktör tespit edilmiştir

Keywords

• Dağıtım kanalı, motivasyon, bayi

Abstract

This study examines the tools that could be used to motivate resellers for making more effort in marketing manufacturer products. Dataset analyzed belong to 242 apparel and white good resellers that it is collected by a survey. It is determined 16 factors that they motivate the resellers in a distribution channel. According to result of the research, it is found out that 9 factors affect on relation processes between manufacturers and intermediaries, 4 factors affect to intermediaries and processes regarding to intermediaries, 3 factors affect to customer and processes regarding to customers.

Keywords

• Distribution channel, motivation, reseller

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