AN EXPERIMENTAL STUDY ON STORE LOCATION SELECTION USING MULTICRITERIA DECISION-MAKING AND CLUSTERING TECHNIQUES

Öz

Selection of convenience store location is one of the critical and important issues, especially for growing retailers. In this study, the selection of store location is applied on a provincial basis, making use of the opinions of experts in the retail sector and a model proposal that will support the store location selection process by using the TOPSIS method and clustering analysis. The aim of the study is to present an experimental study to the literature in order to get results by easily applying analytical techniques to the sector, to apply the two techniques together in the store location selection process and to design them flexibly according to expert opinions.

Anahtar Kelimeler

• Store location selection
• clustering
• topsis
• retail

MAĞAZA LOKASYONU SEÇİMİNDE ÇOK KRİTERLİ KARAR VERME VE KÜMELEME TEKNİKLERİNİN KULLANILDIĞI DENEYSEL BİR ÇALIŞMA

Öz

Uygun mağaza yeri seçimi özellikle büyüyen perakendeciler için kritik ve önemli konulardan biridir. Bu çalışmada mağaza yeri seçimi il bazında uygulanmıştır. Açılacak mağazanın yerinin seçimi sürecinde perakende sektöründeki uzman görüşlerinden yararlanarak kümeleme ve çok kriterli karar verme yöntemlerinden TOPSİS’in beraber kullanımıyla bir model önerisi sunulmaktadır. Sektörün analitik teknikleri kolayca uygulayarak sonuç alabilmesi, mağaza yeri seçim sürecinde iki tekniğin beraber uygulanması ve uzman görüşlerine göre esnek olarak tasarlanabilmesi açısından literatüre deneysel bir çalışma sunmak amaçlanmıştır.

Anahtar Kelimeler

• Mağaza yer seçimi
• kümeleme
• topsis
• perakendecilik

Kaynakça

1. Aytemiz, T. & Cingöz, K. (2020). Kuruluş Yeri Seçiminde Analitik Hiyerarşi Süreci: Kayseri’de Bir Fast-Food Zinciri Uygulaması. Erciyes Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, (50), 248-261. DOI: 10.48070/ erusosbilder.830058.
2. Cagri Tolga, A., Tuysuz, F., ve Kahraman, C. (2013). A Fuzzy Multi-Criteria Decision Analysis Approach or Retail Location Selection. International Journal of Information Technology and Decision Making, 12(4), 729–755.
3. Calantone, R. J., Benedetto, C. A., Meloche, M. S., ve Carolina, N. (1989). Technique for Retail Store Locatıon Selection, Journal of Business Strategies, 6(1), 61–74.
4. Cheng, E. W. l., li, H., ve yu, L. (2005). The Analytic Network Process (ANP) Approach To Location Selection: A Shopping Mall Illustration. Construction Innovation, 5(2), 83–97.
5. Chu, T. C. (2002). Selecting Plant Location Via A Fuzzy TOPSIS Approach. International Journal of Advanced Manufacturing Technology, 20(11), 859–864.
6. Çayır Ervural, B. (2022). Çok Aşamalı Yer Seçim Modelleriyle En Uygun Satış Mağazası Yerinin Belirlenmesi: Konya Örneği. International Journal of Advances in Engineering and Pure Sciences, 34(4), 489–503.
7. Damavandi, H., Abdolvand, N., ve Karimipour, F. (2018). The Computational Techniques For Optimal Store Placement: A Review. Lecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics) (C. 10961 LNCS). Springer International Publishing. http://dx.doi.org/10.1007/978-3-319-95165-2_31.
8. Eleren, A. (2007). Kuruluş Yeri Seçiminin Fuzzy TOPSIS Yöntemi ile Belirlenmesi: Deri Sektörü Örneği. Akdeniz İİBF Dergisi, 07(13), 280-295. Retrieved from https://dergipark.org.tr/tr/pub/auiibfd/ issue/32315/359096.

9. Eraslan, İ. & Güngüren, M. (2013). Endüstriyel Kümelenmelerin İktisadî Tarihi Ve Gelişim Süreci. Elektronik Sosyal Bilimler Dergisi, 12(45), 171-197. Retrieved from https://dergipark.org.tr/tr/pub/esosder/ issue/6159/82790.
10. Erbıyık, H., Özcan, S., ve Karaboğa, K. (2012). Retail Store Location Selection Problem with Multiple Analytical Hierarchy Process Of Decision Making An Application in Turkey. Procedia-Social and Behavioral Sciences, 58, 1405–1414.
11. Saba, F. (2009). Strategic Retail Management, 1-12. Available at SSRN: https://ssrn.com/abstract=1510951 or http://dx.doi.org/10.2139/ssrn.1510951.
12. Golovnin, O. K., ve Igonina, A. A. (2021). Decision Support System For Location Selection Of Convenience Stores And Retail Facilities Using Optimization Techniques And GIS. Journal of Physics: Conference Series, 2134(1).
13. Hwang, C.L.; Yoon, K. (1981). Multiple Attribute Decision Making: Methods And Applications. New York: Springer-Verlag, 16–57.
14. Kabak, M. (2017). Bulanikveri Zarflama Analizi (Bvza) Yönteminin Mağaza Yeri Seçiminde Kullanımı. The Journal of Academic Social Sciences, 43(43), 507–518.
15. Kotler, P., Armstrong, G., Saunders, J., Wong, V. (1999). Principles of Marketing: Prentice Hall Europe. 1-989.
16. Kotler, P. and Keller, K.L. (2012) Marketing Management. 14th Edition, Pearson Education.1-812. Kuo, R. J., Chi, S. C., ve Kao, S. S. (1999). Decision Support System for Locating Convenience Store Through Fuzzy AHP. Computers and Industrial Engineering, 37(1), 323–326.
17. Li, Y., ve Wu, H. (2012). A Clustering Method Based On K-Means Algorithm. Physics Procedia, 25, 1104– 1109. http://dx.doi.org/10.1016/j.phpro.2012.03.206.
18. Lin, S. H., Hsu, C. C., Zhong, T., He, X., Li, J. H., Tzeng, G. H., vd. (2021). Exploring Location Determinants Of Asia’s Unique Beverage Shops Based On A Hybrid Madm Model. International Journal of Strategic Property Management, 25(4), 291–315.
19. MacQueen, J. (1967). Some Methods For Classification And Analysis Of Multivariate Observations | 1967 Berkeley Symp. on Math. Statist. and Prob. (5).1281-297.
20. Mousavi, S. M., Tavakkoli-Moghaddam, R., Heydar, M., ve Ebrahimnejad, S. (2013). Multi-Criteria Decision Making For Plant Location Selection: An Integrated Delphi-AHP-PROMETHEE Methodology. Arabian Journal for Science and Engineering, 38(5), 1255–1268.
21. Nebati, E. E., Vatansever, E. N. & Makas, G. (2023). SWARA, ARAS ve WASPAS Yöntemleri ile Yeni Şube Yeri Seçimi: Bir Kargo Firması Örneği. Fırat Üniversitesi Mühendislik Bilimleri Dergisi, 35(1) , 217-237 . DOI: 10.35234/fumbd.1187200.
22. Ozuduru, B. H., ve Varol, C. (2011). Spatial Statistics Methods In Retail Location Research: A Case Study Of Ankara, Turkey. Procedia Environmental Sciences, 7, 287–292. http://dx.doi.org/10.1016/j. proenv.2011.07.050.
23. Önüt, S., Efendigil, T., ve Soner Kara, S. (2010). A Combined Fuzzy MCDM Approach For Selecting Shopping Center Site: An Example From Istanbul, Turkey. Expert Systems with Applications, 37(3), 1973–1980.
24. Özdağoğlu, A. (2008). Tesis Yeri Seçiminde Farklı Bir Yaklaşım: Bulanık Analitik Serim Süreci, Atatürk Üniversitesi İktisadi ve İdari Bilimler Dergisi, 22(1), 421-453. Retrieved from https://dergipark.org.tr/tr/pub/ atauniiibd/issue/2693/35453.
25. Özgören, F. (2013). Mağaza Yeri Ve Ticari Alan Analizi. İstanbul Sosyal Bilimler Dergisi, (6), 34-65. Retrieved from https://dergipark.org.tr/tr/pub/istjss/issue/17492/183031.
26. Pope, James A.; Lane, William R.; and Stein, Jane (2012) “A Multiple-Attribute Decision Model for Retail Store Location,” Southern Business Review: Vol. 37: Iss. 2, Article 4. 1-13. Available at: https://digitalcommons. georgiasouthern.edu/sbr/vol37/iss2/4.
27. Satman, M. H., ve Altunbey, M. (2014). Selecting Location Of Retail Stores Using Artificial Neural Networks And Google Places API. International Journal of Statistics and Probability, 3(1), 1-11.
28. Shaikh, S. A., Memon, M., ve Kim, K. S. (2021). A Multi-Criteria Decision-Making Approach For Ideal Business Location İdentification. Applied Sciences (Switzerland), 11(11), 4983.
29. TUİK, Hanehalkı Tüketim Harcaması, (2019) https://data.tuik.gov.tr/Bulten/Index?p=Hanehalki-Tuketim- Harcamasi-2019-33593. Turhan, G., Akalın, M., ve Zehir, C. (2013). Literature Review On Selection Criteria Of Store Location Based On Performance Measures. Procedia – Social and Behavioral Sciences, 99(417), 391–402.
30. Venugopal, V., ve Baets W. (1994). Neural Networks And Statistical Techniques in Marketing Research: A Conceptual Comparison. Marketing Intelligence & Planning, 12(7), 30–38.
31. Yap, J. Y. L., Ho, C. C., ve Ting, C. Y. (2019). A Systematic Review Of The Applications Of Multi-Criteria Decision-Making Methods in Site Selection Problems. Built Environment Project and Asset Management, 9(4), 548–563.