MAĞAZA YERİ VE TİCARİ ALAN ANALİZİ

Yıl 2013, Sayı: 6 - İstanbul Sosyal Bilimler Dergisi, 34 - 65, 03.02.2016

Ferahnur Özgören

Öz

Son yirmi yılda artan uluslar arası perakende zincirleri sayısı ile birlikte İletişim ve taşımacılık alanlarında yaşanan gelişmeler ve birbirinden farklı tüketim alışkanlıkları ve gelir düzeylerine sahip tüketicilerin varlığının bir sonucu olarak perakende sektörü zorlu ve fırsatlarla dolu bir sektör haline gelmiştir. Dolayısıyla son yıllarda rekabetin yoğun olarak yaşandığı perakendecilik sektöründe, başarılı olmanın tek yolu müşterilerin beklenti ve isteklerini karşılamak ve bir farklılık yaratmaktır. Yerleşim yeri kararları ise perakendeci mağazaların müşterilerinin beklenti ve isteklerini karşılayarak sürdürülebilir rekabet avantajı elde etmelerinde özellikle önemlidir. Birçok durumda mağazanın bulunduğu yer ziyaretçilerinin mağaza tercihini etkileyen en önemli unsurdur. Buradan hareketle çalışmada perakendecilerin mağazasını yerleştirmeleri için ülkede yer alan uygun bölgelerin ve ticari alanların seçiminde incelenmesi gereken konulara değinmeden önce perakendecilerin yer kararları aracılığıyla hedef pazarlarını nasıl seçtikleri ve onlara nasıl ulaştıklarına değinilmektedir.

Anahtar Kelimeler

Perakendecilik, Mağaza yeri, ticari alan analizi

STORE LOCATION AND TRADING AREA ANALYSIS

Öz

With the globalization in the last twenty years the number of international retail chains have increased. Retail industry has become a sector like compelling and full of opportunities as a result of consumers who have different consuming habits and incomes. For this reason, in the recent years in the retail industry where competition is very dense, the only way to succeed is to meet the expectations and desires of consumers and to make a difference. Decisions on the place of the store is especially important for retailers to gain constant competition advantage by meeting expectations of consumers. In most cases, place of store is the most important factor for its visitors to effect their store choice. Thus, in this study, before mentioning on the issues that the retailers need to analyse to set their stores in the right places and trading areas in a country, it is mentioned that how the retailers choose their target markets by the decisions of the place and how they reach them.

Anahtar Kelimeler

Retailing, Store Location, Trading Area Analysis

Kaynakça

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