YEREL, ULUSAL VE İNDİRİMLİ MARKETLER ARASINDAKİ REKABETİN PERAKENDECİ DEĞER ALGISI VE MÜŞTERİ TERCİHİNE ETKİ EDEN FAKTÖRLER BAKIMINDAN İNCELENMESİ

Yıl 2015, Cilt: 8 Sayı: 16, 99 - 126, 01.12.2015

Tülay Yeniçeri Eyup Akın Halit Özal Şaduman Güler

Öz

Bu çalışmada yerel, ulusal ve indirimli marketlerin rekabeti perakendeci değeri ve tüketicilerin market tercihine etki eden beklentileri üzerinden incelenmiştir. Aksaray ilinde faaliyet gösteren 7 farklı marketin ölçülen perakendeci algısı karşılaştırılmış ve yerel, ulusal veya indirimli marketlerin tercih edilme nedenleri analiz edilmeye çalışılmıştır. Araştırma sonuçlarına göre ürün/marka çeşitliliği ve hizmet kalitesi açısından yerel marketlerin ulusal marketlerden farklı algılanmadıkları da belirlenmiştir. Maliyette uygunluk ve kolay ulaşım özelliklerinden ötürü yerel ve indirimli marketlerin daha değerli algılandığı ve daha çok tercih edildiği sonucuna ulaşılmıştır

Anahtar Kelimeler

Perakendecilik, Perakendeci Değeri, Yerel/Ulusal/İndirimli Market Rekabeti

ANALYZING THE COMPETITION AMONG LOCAL, NATIONAL AND DISCOUNT STORES IN TERMS OF RETAILER VALUE PERCEPTION AND THE FACTORS AFFECTING CONSUMER PREFERENCES

Öz

In this study, competition of local, national and discount stores were examined through retailer equity and expectations affecting consumers’ market preferences. Retailer equity of 7 stores that are trading in Aksaray City was compared and the preference reasons of local, national and discount stores were attempted to analyze. According to the research results, it was also determined that local stores are not perceived different from national stores in terms of product/brand range and service quality. It is found that local and discount stores are perceived as more valuable and mostly preferred because of their convenience and acceptable level of cost

Anahtar Kelimeler

Retailing, Retailer equity, Local/National/Discount store competition

Kaynakça

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