Perakende Yapı Endüstrisinde Yapı Marketleri İle Küçük Esnafların Müşterilerin Satınalma Davranışları Üzerindeki Etkisini Belirlemeye Yönelik Bir Araştırma

Yıl 2006, Sayı: 27, - 4, 01.04.2006

Yrd. Doç. Dr. Murat Selim Selvi Ögr. Gör. İbrahim Kılıç

Öz

Yapı malzemelerine olan ihtiyaç giderek artmakta ve tüketiciler bu malzemeleri satan perakendeciler arasında tercih yapmak durumunda kalmaktadırlar. Bu çalışmanın temel amacı, yapı marketleri ile küçük esnafların bazı avantajlı ve dezavantajlı yönlerinin tüketicilerin satınalma davranışları üzerindeki etkisinin belirlenmesidir. Araştırmada veri toplama yöntemi olarak anket kullanılmıştır. Yapı marketleri ve küçük esnaflardan alışveriş yapan müşterilerin demografik ve diğer bazı özellikleri Ki-Kare Testi uygulanarak karşılaştırılmış ve cinsiyet, yaş, satınalma nedeni ve ürün bilgisi değişkenlerine göre anlamlı farklılıklar bulunmuştur. Diğer taraftan müşteriler, yapı marketleri ve küçük esnafların özelliklerinden bazılarının satınalma davranışları üzerinde olumlu; bazılarının ise olumsuz etkileri olduğunu belirtmişlerdir. Ayrıca, müşterilerin konuya ilişkin görüşlerinin bazı özelliklerine göre farklılık gösterdiği saptanmıştır

Anahtar Kelimeler

Anahtar Kavramlar: Perakende yapı endüstrisi, satınalma davranışı

Kaynakça

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