TY  - JOUR
T1  - Mağaza Yerleşim Planının Müşterilerin Satın Alımlarına Etkisi: İki Mağazanın Karşılaştırılması
TT  - The Effect of Store Layout Plan on Purchases of Customer: Comparison of Two Stores
AU  - Taşar, Bahar
AU  - Kazançoğlu, İpek
PY  - 2019
DA  - December
Y2  - 2019
JF  - Balkan Sosyal Bilimler Dergisi
JO  - BJSS
PB  - Tekirdağ Namık Kemal Üniversitesi
WT  - DergiPark
SN  - 2146-8494
SP  - 395
EP  - 401
VL  - 8
LA  - tr
AB  - Müşterilerin mağazaiçinde en kısa yolu izleyerek ihtiyaç duydukları ürünleri satın almakistedikleri bilinmektedir. Müşterilerin yeni ve unutulmuş ihtiyaçlarınıtetikleyen fiziksel ürünlerin müşteri alışveriş yolu üzerinde olması onlarındürtüsel satın alımlarını arttırabilmektedir. Bu bağlamda çalışmanın amacı,perakende mağazalardaki yerleşim düzenine bağlı uzun rotaların müşterilerinalışveriş sepetlerinin büyümesine neden olup olmadığını belirlemektir.Çalışmada bir perakendecinin benzer özelliklere sahip iki mağazasında adetcinsinden ortalama sepet büyüklüğü kadar en sık satın alınan ürünler kümesindenalışveriş listesi oluşturulmuştur. Her iki mağazada da listedeki ürünlerinbirbirlerine olan uzaklık matrisleri elde edilmiştir. Müşterilerin en kısa yoludaha önceki tecrübelerine göre oluşturdukları ve en kısa yolu izlediklerivarsayımı altında rotalar gezgin satıcı problemi yöntemi ile ele alınmıştır.Mağazalardaki müşteri alışveriş rotalarının alışveriş sepet büyüklüklerininasıl etkilediği incelenmiştir. Sonuçlara göre, satışları yüksek olan ürüngruplarının mağaza içinde uzak noktalara yerleştirilmesinin satın alımlarıarttırarak müşterilerin alışveriş sepetlerini büyüttüğü görülmüştür.
KW  - Alışveriş Yolu
KW  - Mağaza Yerleşim Düzeni
KW  - Gezgin Satıcı Problem
KW  - Tüketici Davranışları
KW  - Dürtüsel Satın Alma
N2  - Itis known that customers want to choose the shortest path while buying productsthey need in the store. The products that trigger the new and forgotten needsof the customers is on the way of shopping path can increase their impulsivepurchases. The aim is to determine whether the long routes depending on thelayout of the retail stores that cause growing the shopping carts of thecustomers. In this study, shopping lists from the most frequently purchasedproducts in average basket size were determined in two stores with similarcharacteristics of a retailer. The distance matrices of the products listed inboth stores were obtained. Under the assumption that customers create theshortest route according to their previous experience and follow the shortestroute, the routes are generated by using Traveling Salesman Problem. It wasexamined how the distances between the products that are purchased frequentlyin both stores affect the shopping routes and basket size of customers in thestore. According to the results, placing product groups with high sales indistant locations within the store increased the purchases and basket sizes.
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UR  - https://dergipark.org.tr/tr/pub/bsbd/issue//650361
L1  - https://dergipark.org.tr/tr/download/article-file/905202
ER  -