Promethee Sıralama Yöntemi İle Özel AlışverişSiteleri Üzerine Bir Araştırma

Yıl 2012, Sayı: 27, 195 - 201, 01.02.2012

Nihan Özgüven

Öz

İnternet üzerinden alışverişyapmanın tüketicilere sağladığıfaydalar, internetten alışverişeğiliminin artmasına neden olmuştur. Bugünlerde, tüketiciler alışverişlerinin çoğunu internetten yapmaya başlamışlardır. İşletmeler de bu eğilimin farkında olduklarından yepyeni alışverişsiteleri yaratıp, tüketiciye sunmaktadır. Bu alışverişsitelerinin birbirleriyle rekabet edebilmeleri için farklılık yaratmalarıgerekmektedir. Bu nedenle, her alışverişsitesi tüketiciye birbirinden farklıüstün özellikler sunmaktadır. Bu çalışmada, çok kriterli karar verme yöntemi olan promethee yönteminin pazarlama alanında uygulanmasıgösterilmektedir. Bu kapsamda, tüketicilerin, özel alışverişsitelerini tercih etmeleri, teslimat süresi, kampanya geçerlilik süresi, indirim çekleri, taksit imkanı, güncel kampanya sayısıve kampanyalıkredi kartısayısıkriterleri ile değerlendirilmektedir. Çalışma sonucunda, C özel alışverişsitesi, diğer sitelere göre daha etkindir.

Anahtar Kelimeler

Özel Alışveriş Siteleri, PROMETHEE, Tüketici Davranışları

Research on Private Shopping Sites With Promethee Ranking Method

Öz

Benefits of buying in internet caused increase the trend of internet shopping. Nowadays consumers begin to shopping in internet. Firms are be aware to this trend. They submit new shopping web sites to consumers. These shopping web sites must create diversity for competition to each other. Therefore each shopping web sites offer different excellent property. To firms to diffuse and spread their services and products to larger population, it is important to know and analyze customers’ purchasing behaviors, the reasons for their online shopping and more importantly the reasons for them not to shop over the Internet. In the recent years, because of the developments in Information and Communication Technologies ICTs , Internet has penetrated significantly to our daily lives and caused important changes in customers’ shopping behaviors. Individuals widely differ in their behaviors of online shopping. To know more and to have detailed information on psychological and cognitive factors of customers’ online shopping behavior or reasons of them not shopping online, would reveal valuable insights to firms in forming their corporate Internet strategies. In recent years, private shoping began to use between consumers in widely. These sites brought in different format to online shopping. Thus, private shopping sites and reasons for the prefering these sites must be examined. Consumers prefer these sites because of some advantages. These advantages are saving time and money, convenience and comparison brands. Also sites present security protection to consumers that is provided confidence and more preferred. Consumers have to base their judgments on the product information presented on the Web sites. Credit card is the main payment method and worries over privacy constitute the main barrier to expanding online shopping. So security is very important. Private shopping sites present products with limited time and stock. Consumers competed with each other to catch the opportunity. In some sites campaign time is limited with only one or two days. Other sites campaign time is one week. It is depending on company policy. Websites not only allows consumers to gain quick access to multiple company’s product offers, but also permits consumers to perform extensive comparison of products and prices prior to purchase. Private shopping is one of the concepts that serve as a members-only online shopping platform with deep discounts and well-known brands. Consumers join private shopping sites with reference of friends or fill in the membership contract. They do not buy anything without being members. When they are member, everyday they take e-mail from company about daily campaigns. If you are reference your friends to be a member of sites, you will gain some money from his/her first shopping. Private shopping sites is operating membership and only consumer who is membership is buying. Consumers begin to prefer shopping in internet. Because firms provide security in sites. Consumers beat to fear of giving credit card number. First private hopping sites for establishment years are Markafoni, Limango and Trendyol. In this study the main subject is these private shopping sites. In this study, Promethee that is multi-criteria decision making method, uses in marketing. Promethee is multi-criteria decision ranking method. This method, alternative variables are ranking with some criterion and priorities are determined. The Promethee methods are rather popular in the world of out ranking methods. Promethee methods have taken an important place among the existing outranking multiple criteria methods. Promethee methods may only be applied if the decision maker can express his preference be tween two actions on a given criterion on a ratio scale. Promethee methods may only be applied if the decision maker can express the importance he attaches to the criteria on a ratio scale. The weights of the criteria express trade -offs between the criteria. Promethee methods may only be used with criteria where the differences between evaluations are meaningful. It is not possible to take discordance into account when constructing the outrank relations of Promethee methods. It is a ranking method quite simple in conception and application compared to other methods for multicriteria analysis. The Promethee method can handle data that are known with a reasonable degree of accuracy and have fixed numerical values. The Promethee I partial ranking provides a ranking of alternatives. The use of Promethee I then suggests that the decision-maker should engage in additional evaluation efforts. Promethee II provides a complete ranking of the alternatives from the best to the worst one. In this context consumers prefer private shopping web sites evaluate with delivery time, the validity period of the campaign, discount vouchers, financing opportunities, the number of the current campaign and number of credit card. The result of study, C private shopping web sites more effective than other shopping web sites

Anahtar Kelimeler

Private Shopping Web Sites, PROMETHEE, Consumers Behavior

Kaynakça

• Akkaya G.C., Demireli E., (2010) Finansal Kararların Verilmesinde Promethee Sıralama Yöntemi, Ege Akademik Bakış Dergisi, Vol.10, No:3, s.845-854
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• Anonima, Markafoni e-ticaret başarı öyküsü, http://eticaretpaketleri.blogcu.com/markafoni-eticaret- basari-oykusu/7933499, www.kobifinans.com.tr/dergi Erişim Tarihi: 27.11.11
• Toygar G., Limango, http://www.onedergi.com/2010/11/limango-turkiye-ceosu-gulfem-toygar- limangoyu-anlatti/, Gülfem Toygar, Erişim Tarihi: 27.11.11.
• Anonimb Trendyol’un kuruluşu, http://entrendysenol.com/2011/03/trendyolun-kurulusu.html, Erişim Tarihi: 27.11.11.
• Mutlu D., Trendyol’un kurucusu, http://www.dijitolog.com/2011/10/trendyolun-kurucusu-demet- mutlu-ile-soylesi/ Erişim Tarihi: 27.11.11.