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

Yıl 2018, Cilt: 32 Sayı: 2, 335 - 349, 11.05.2018

Öz

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.

Kaynakça

  • Abbott, L. (1955). Quality and Competition. New York: Columbia University Press. Arslan, M. (2006). Mağaza Atmosferi. Eskişehir: Anadolu Üniversitesi Yayınları. Aydın, K. (2005). Perakende Yönetiminin Temelleri. Ankara: Nobel Yayın Dağıtım. Bell, P. ve Zhang, M., (2006). “Management Decision-Making in the Single Period Optimum Pricing Problem”. Journal of the Operational Research Society. 57, 377-388. Berman, B. ve Evans, J. R. (1995). Retail Management: A Strategic Approach. New Jersey: Prentice Hall. Benner, J. M. ve Tushman, M. L. (2003). “Exploitation, Exploration, and Process Management: The Productivity Dilemma Revisited”, The Academy of Management Review. 28(2), 238-256. Blackwell, R. D., Miniard, P. W. ve Engel, J. F. (2001). In: Consumer Behavior, Harcourt: Forth Worth. Boyd, D. E. ve Bahn, K. D. (2009). “When Do Large Product Assortments Benefit Consumers? An Information-Processing Perspective”, Journal of Retailing, 85 (3), 288–297. Bruggen, G. H., Smidts, A. ve Wierenga, B. (1996). “The Impact of The Quality of A Marketing Decision Support System: An Experimental Study”, International Journal of Research in Marketing, 13(4), 331–343. Bucklin, L. P., Ramaswamy, V. ve Majumdar, S. K. (1996). “Analyzing Channel Structures of Business Markets via The Structure-Output Paradigm”, International Journal of Researchin Marketing. 13, 73-87. Chang, T. Z. ve Wildt, A. R. (1994). “Price, Product Information, and Purchase Intention: An Empirical Study”, Journal of the Academy of Marketing Science. 22, 16-27. Chen, Y., Hess, J. D., Wilcox, R. T. ve Zhang, Z. J. (1999). "Accounting Profits Versus Marketing Profits: A Relevant Metric for Category Management", Marketing Science. 18 (3), 208-229. Choi, P. (2005). Lead Products, Marketing Profits, and Retail Store Choice, (Yayımlanmamış Doktora Tezi), Illinois: University of Illinois. Chowdhury, J., Reardon J. ve Srivastava, R. (1998). “Alternative Modes of Measuring Store Image: An Empirical Assessment of Structured versus Unstructured Measures”, Journal of Marketing Theory and Practice. 6(2), 72-86. Desai, K. K. ve Hoyer, W. D. (2000). "Descriptive Characteristics of Memory-Based Consideration Sets: Influence of Usage Occasion Frequency and Usage Location Familiarity," Journal of Consumer Research, 27 (10), 309-323. Dreze, X. ve Stephen J. H. (1998). "Exploiting the Installed Base Using Cross-Merchandising and Category Destination Programs" International Journal of Research in Marketing, 15(5), 459-471. Finn, A. ve Louviere, J. J. (1996). “Shopping Center Image, Consideration and Choice: Anchor Store Contribution”. Journal of Business Research. 35, 241-251. Flapper, S. D. P., González–Velarde, J. L., Smith, N. R. ve Escobar-Saldívar, L. J. (2010). “On The Optimal Product Assortment: Comparing Product and Customer Based Strategies”, International Journal of Production Economics, 125 (1), 167–172. Fofheringham, A. S., (1988). "Consumer Store Choice and Choice Set Definition", Marketing Science, 1 (3), 299-310. Gürman, A. (2006). Dünya Perakendeciliğinde Globalleşme Eğilimleri ve Türk Perakendecilik Sektörüne Etkileri, (Yayımlanmamış Yüksek Lisans Tezi), İzmir: Dokuz Eylül Üniversitesi Sosyal Bilimler Enstitüsü. Hansen, T. (2001). “Quality in The Market Place: A Theoretical and Empirical Investigation”, European Management Journal, 19, 203-211. Haugtvedt, C., Petty, R. E. ve Cacioppo, J. T. (1992). “Need for Cognition and Advertising: Understanding The Role of Personality Variables in Consumer Behavior”, Journal of Consumer Psycholog,. 1, 239-260. Hauser, J. R. ve Wernerfelt, B., (1990). "An Evaluation Cost Model of Consideration Sets", Journal of Consumer Research, 16(3), 393-408. Hildebrandt, L. (1988). “Store Image and The Prediction of Performance in Retailing”, Journal of Business Research, 17, 91-100. Hoch, S. ve Banerji, S. (1993). “When Do Private Labels Succeed?”, Sloan Management Review, 34(4), 57-67. Hyman, G. ve Mayhew, L. (2001). “Market Area Analysis Under Orbital–Radial Routing with Applications to The Study of Airport Location Computers”, Environment and Urban Systems. 25(2), 195–222. İslamoğlu, A.H. (2000). Pazarlama Yönetimi (Stratrjik ve Global yaklaşım), (2. Baskı), İstanbul: Beta Yayınları. Jover, A. J. V., Montes, F. J. ve Fuentes, M. (2004). “Measuring Perceptions of Quality in Food Products: The Case of Red Wine”, Food Quality and Preference, 15(5), 453-469. Keaveney, S. M. ve Hunt, K. A. (1992). “Conceptualization and Operationalization of Retail Store Image: A Case of Rival Middle-Level Theories”, Journal of The Academy of Science. 20(2), 165-175. Levy, M. ve Weitz, B. (2001). Retailing Management, New York: McGraw-Hill. Lindquist, J. D. (1974). “Meaning of Image: A Survey of Empirical and Hypothetical Evidence”, Journal of Retailing. 50(4), 29-37. Madaan, K. (2009). Fundamentals of Retailing. New Delhi: Tata McGraw- Hill. Marianov, V., Rios, M. ve Icaza, M. J. (2008). “Facility Location for Market Capture When Users Rank Facilities by Shorter Travel and Waiting Times”, European Journal of Operational Research, 191(1), 32–44. Martineau, P. (1958). “The Personality of The Retail Store”, Harvard Business Review, 36, 47-55. Mazursky, D. ve Jacoby, J. (1985). “Exploring The Development of Store Images”. Journal of Retailing, 62, 145-165. Meyer, W. G., Harris, E., Kohns, D. ve Stone, J. (1988). Retail Marketing, Glencoe: McGraw-Hill. Monroe, K. B. (1990). Pricing: Making Better Profitable Decisions, New York: McGraw-Hill Education. Nordfalt, J., Hjalmarson, H., Ohman, N. ve Claes-Robert Julander, C. R. (2004). “Measuring Consideration Sets Through Recall or Recognition: A Comparative Study", Journal of Retailing and Consumer Services, 11(5), 321-330. Peterson, R. A. ve Kerin, R. A. (1983). “Store Image Measurement in Patronage Research: Fact and Artifact”, Darden, W. R. ve Lusch, R. F. (Ed.), Patronage Behavior and Retail Management (ss. 355-384), New York: Elsevier. Raju, P.S. ve Lonial, S.C. (2002). “The Impact of Service Quality and Marketing on Financial Performance in The Hospital Industry: An Empirical Examination”, Journal of Retailing and Consumer Services, 9 (6), 335-348. Rhim, H., Ho, T. H. ve Karmarkar, U. S. (2003). “Competitive Location, Production and Market Selection”, European Journal of Operational Research, 149(1), 211-228. Roberts, J. H. ve Lattin, J. M. (1991). "Development and Testing of a Model of Consideration Set Composition", Journal of Marketing Research, 28(11), 429-440. Rodriguez, B. ve Aydın, G. (2011). “Assortment Selection and Pricing for Configurable Products Under Demand Uncertainty”, European Journal of Operational Research, 210(3), 635-646. Skarmeas, D., Katsikeas, C. S., Spyropoulou, S. ve Salehi-Sangari, E. (2008). “Market and Supplier Characteristics Driving Distributor Relationship Quality in International Marketing Channels of Industrial Products”, Industrial Marketing Management, 37(1), 23-36. Solgaard, H. S. ve Torben, H. (2003). "A Hierarchical Bayes Model of Choice Between Supermarket Formats", Journal of Retailing and Consumer Services, 10(3), 169-180. Stern, L. W ve El-Ansary, A. (1977). Marketing Channel,. New Jersey: Prentice Hall. Sweeney, J. C. ve Soutar, G. N. (2001) “Consumer Perceived Value: The Development of A Multiple Item Scale”, Journal of Retailing, 77, 203-220. Tek, Ö. B. (1994). Perakende Pazarlama Yönetimi. İzmir: Üçel Yayımcılık ve Dağıtımcılık. Tek, Ö.B. (2006). Pazarlamada Değer Yaratmak: Pazarlamada Değer Çağı Türkiye’de Değer Pazarlaması, İstanbul: Hayat Yayınları. Tsiros, M. ve Heilman, C. H. (2005). "The Effect of Expiration Dates and Perceived Risk on Purchasing Behavior in Grocery Store Perishable Categories", Journal of Marketing, 69 (4), 114-129. Tobin, R. L., Miller, T. C. ve Friesz, T. L. (1995). Equilibrium Facility Location on Network,. New York: Springer. Woodside, Arch G. ve Randolph J. Trappey, III (1992), "Finding Out Why Customers Shop Your Store and Buy Your Brand: Automatic Cognitive Processing Models of Primary Choice", Journal of Advertising Research, 32 (6), 59-78. Zimmer, M. R. ve Golden, L. L. (1988). “Impressions of Retail Stores: A Content Analysis of Consumer Images”, Journal of Retailing, 64 (3), 265-293.

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

Yıl 2018, Cilt: 32 Sayı: 2, 335 - 349, 11.05.2018

Öz

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. 

Kaynakça

  • Abbott, L. (1955). Quality and Competition. New York: Columbia University Press. Arslan, M. (2006). Mağaza Atmosferi. Eskişehir: Anadolu Üniversitesi Yayınları. Aydın, K. (2005). Perakende Yönetiminin Temelleri. Ankara: Nobel Yayın Dağıtım. Bell, P. ve Zhang, M., (2006). “Management Decision-Making in the Single Period Optimum Pricing Problem”. Journal of the Operational Research Society. 57, 377-388. Berman, B. ve Evans, J. R. (1995). Retail Management: A Strategic Approach. New Jersey: Prentice Hall. Benner, J. M. ve Tushman, M. L. (2003). “Exploitation, Exploration, and Process Management: The Productivity Dilemma Revisited”, The Academy of Management Review. 28(2), 238-256. Blackwell, R. D., Miniard, P. W. ve Engel, J. F. (2001). In: Consumer Behavior, Harcourt: Forth Worth. Boyd, D. E. ve Bahn, K. D. (2009). “When Do Large Product Assortments Benefit Consumers? An Information-Processing Perspective”, Journal of Retailing, 85 (3), 288–297. Bruggen, G. H., Smidts, A. ve Wierenga, B. (1996). “The Impact of The Quality of A Marketing Decision Support System: An Experimental Study”, International Journal of Research in Marketing, 13(4), 331–343. Bucklin, L. P., Ramaswamy, V. ve Majumdar, S. K. (1996). “Analyzing Channel Structures of Business Markets via The Structure-Output Paradigm”, International Journal of Researchin Marketing. 13, 73-87. Chang, T. Z. ve Wildt, A. R. (1994). “Price, Product Information, and Purchase Intention: An Empirical Study”, Journal of the Academy of Marketing Science. 22, 16-27. Chen, Y., Hess, J. D., Wilcox, R. T. ve Zhang, Z. J. (1999). "Accounting Profits Versus Marketing Profits: A Relevant Metric for Category Management", Marketing Science. 18 (3), 208-229. Choi, P. (2005). Lead Products, Marketing Profits, and Retail Store Choice, (Yayımlanmamış Doktora Tezi), Illinois: University of Illinois. Chowdhury, J., Reardon J. ve Srivastava, R. (1998). “Alternative Modes of Measuring Store Image: An Empirical Assessment of Structured versus Unstructured Measures”, Journal of Marketing Theory and Practice. 6(2), 72-86. Desai, K. K. ve Hoyer, W. D. (2000). "Descriptive Characteristics of Memory-Based Consideration Sets: Influence of Usage Occasion Frequency and Usage Location Familiarity," Journal of Consumer Research, 27 (10), 309-323. Dreze, X. ve Stephen J. H. (1998). "Exploiting the Installed Base Using Cross-Merchandising and Category Destination Programs" International Journal of Research in Marketing, 15(5), 459-471. Finn, A. ve Louviere, J. J. (1996). “Shopping Center Image, Consideration and Choice: Anchor Store Contribution”. Journal of Business Research. 35, 241-251. Flapper, S. D. P., González–Velarde, J. L., Smith, N. R. ve Escobar-Saldívar, L. J. (2010). “On The Optimal Product Assortment: Comparing Product and Customer Based Strategies”, International Journal of Production Economics, 125 (1), 167–172. Fofheringham, A. S., (1988). "Consumer Store Choice and Choice Set Definition", Marketing Science, 1 (3), 299-310. Gürman, A. (2006). Dünya Perakendeciliğinde Globalleşme Eğilimleri ve Türk Perakendecilik Sektörüne Etkileri, (Yayımlanmamış Yüksek Lisans Tezi), İzmir: Dokuz Eylül Üniversitesi Sosyal Bilimler Enstitüsü. Hansen, T. (2001). “Quality in The Market Place: A Theoretical and Empirical Investigation”, European Management Journal, 19, 203-211. Haugtvedt, C., Petty, R. E. ve Cacioppo, J. T. (1992). “Need for Cognition and Advertising: Understanding The Role of Personality Variables in Consumer Behavior”, Journal of Consumer Psycholog,. 1, 239-260. Hauser, J. R. ve Wernerfelt, B., (1990). "An Evaluation Cost Model of Consideration Sets", Journal of Consumer Research, 16(3), 393-408. Hildebrandt, L. (1988). “Store Image and The Prediction of Performance in Retailing”, Journal of Business Research, 17, 91-100. Hoch, S. ve Banerji, S. (1993). “When Do Private Labels Succeed?”, Sloan Management Review, 34(4), 57-67. Hyman, G. ve Mayhew, L. (2001). “Market Area Analysis Under Orbital–Radial Routing with Applications to The Study of Airport Location Computers”, Environment and Urban Systems. 25(2), 195–222. İslamoğlu, A.H. (2000). Pazarlama Yönetimi (Stratrjik ve Global yaklaşım), (2. Baskı), İstanbul: Beta Yayınları. Jover, A. J. V., Montes, F. J. ve Fuentes, M. (2004). “Measuring Perceptions of Quality in Food Products: The Case of Red Wine”, Food Quality and Preference, 15(5), 453-469. Keaveney, S. M. ve Hunt, K. A. (1992). “Conceptualization and Operationalization of Retail Store Image: A Case of Rival Middle-Level Theories”, Journal of The Academy of Science. 20(2), 165-175. Levy, M. ve Weitz, B. (2001). Retailing Management, New York: McGraw-Hill. Lindquist, J. D. (1974). “Meaning of Image: A Survey of Empirical and Hypothetical Evidence”, Journal of Retailing. 50(4), 29-37. Madaan, K. (2009). Fundamentals of Retailing. New Delhi: Tata McGraw- Hill. Marianov, V., Rios, M. ve Icaza, M. J. (2008). “Facility Location for Market Capture When Users Rank Facilities by Shorter Travel and Waiting Times”, European Journal of Operational Research, 191(1), 32–44. Martineau, P. (1958). “The Personality of The Retail Store”, Harvard Business Review, 36, 47-55. Mazursky, D. ve Jacoby, J. (1985). “Exploring The Development of Store Images”. Journal of Retailing, 62, 145-165. Meyer, W. G., Harris, E., Kohns, D. ve Stone, J. (1988). Retail Marketing, Glencoe: McGraw-Hill. Monroe, K. B. (1990). Pricing: Making Better Profitable Decisions, New York: McGraw-Hill Education. Nordfalt, J., Hjalmarson, H., Ohman, N. ve Claes-Robert Julander, C. R. (2004). “Measuring Consideration Sets Through Recall or Recognition: A Comparative Study", Journal of Retailing and Consumer Services, 11(5), 321-330. Peterson, R. A. ve Kerin, R. A. (1983). “Store Image Measurement in Patronage Research: Fact and Artifact”, Darden, W. R. ve Lusch, R. F. (Ed.), Patronage Behavior and Retail Management (ss. 355-384), New York: Elsevier. Raju, P.S. ve Lonial, S.C. (2002). “The Impact of Service Quality and Marketing on Financial Performance in The Hospital Industry: An Empirical Examination”, Journal of Retailing and Consumer Services, 9 (6), 335-348. Rhim, H., Ho, T. H. ve Karmarkar, U. S. (2003). “Competitive Location, Production and Market Selection”, European Journal of Operational Research, 149(1), 211-228. Roberts, J. H. ve Lattin, J. M. (1991). "Development and Testing of a Model of Consideration Set Composition", Journal of Marketing Research, 28(11), 429-440. Rodriguez, B. ve Aydın, G. (2011). “Assortment Selection and Pricing for Configurable Products Under Demand Uncertainty”, European Journal of Operational Research, 210(3), 635-646. Skarmeas, D., Katsikeas, C. S., Spyropoulou, S. ve Salehi-Sangari, E. (2008). “Market and Supplier Characteristics Driving Distributor Relationship Quality in International Marketing Channels of Industrial Products”, Industrial Marketing Management, 37(1), 23-36. Solgaard, H. S. ve Torben, H. (2003). "A Hierarchical Bayes Model of Choice Between Supermarket Formats", Journal of Retailing and Consumer Services, 10(3), 169-180. Stern, L. W ve El-Ansary, A. (1977). Marketing Channel,. New Jersey: Prentice Hall. Sweeney, J. C. ve Soutar, G. N. (2001) “Consumer Perceived Value: The Development of A Multiple Item Scale”, Journal of Retailing, 77, 203-220. Tek, Ö. B. (1994). Perakende Pazarlama Yönetimi. İzmir: Üçel Yayımcılık ve Dağıtımcılık. Tek, Ö.B. (2006). Pazarlamada Değer Yaratmak: Pazarlamada Değer Çağı Türkiye’de Değer Pazarlaması, İstanbul: Hayat Yayınları. Tsiros, M. ve Heilman, C. H. (2005). "The Effect of Expiration Dates and Perceived Risk on Purchasing Behavior in Grocery Store Perishable Categories", Journal of Marketing, 69 (4), 114-129. Tobin, R. L., Miller, T. C. ve Friesz, T. L. (1995). Equilibrium Facility Location on Network,. New York: Springer. Woodside, Arch G. ve Randolph J. Trappey, III (1992), "Finding Out Why Customers Shop Your Store and Buy Your Brand: Automatic Cognitive Processing Models of Primary Choice", Journal of Advertising Research, 32 (6), 59-78. Zimmer, M. R. ve Golden, L. L. (1988). “Impressions of Retail Stores: A Content Analysis of Consumer Images”, Journal of Retailing, 64 (3), 265-293.
Toplam 1 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Bölüm Makaleler
Yazarlar

Enes Emre Başar

Yayımlanma Tarihi 11 Mayıs 2018
Yayımlandığı Sayı Yıl 2018 Cilt: 32 Sayı: 2

Kaynak Göster

APA Başar, E. E. (2018). HANGİ ÜRÜN KATEGORİSİ TÜKETİCİLERİN PERAKENDECİ MAĞAZA TERCİHLERİNDE EN BÜYÜK ETKİYE SAHİP? LİDER ÜRÜN YAKLAŞIMI. Atatürk Üniversitesi İktisadi Ve İdari Bilimler Dergisi, 32(2), 335-349.

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