HANGİ ÜRÜN KATEGORİSİ TÜKETİCİLERİN PERAKENDECİ MAĞAZA TERCİHLERİNDE EN BÜYÜK ETKİYE SAHİP? LİDER ÜRÜN YAKLAŞIMI

Son yıllarda perakendecilik sektöründe çok sayıda aktörün yer alması, yoğun bir rekabet yaşanmasına neden olmaktadır. Bu nedenle, tüketicilerin perakendeci mağaza tercihlerini etkileyen faktörlerin belirlenmesi, giderek önem kazanmaktadır. Bu doğrultuda pazarlama alanında oldukça fazla çalışma yapıldığı görülmektedir. Bu çalışmalarda genel olarak; düşük fiyat, mesafe/yer, mağaza atmosferi ve imajı, ürün çeşitliliği ve kalitesi gibi mağaza ve ürün niteliklerine odaklanmıştır. Ancak yapılan çalışmalarda tüketicilerin satın almayı planladıkları ürünlerin perakendeci mağaza tercihlerinde nasıl bir etkisinin olduğu açıklanmamıştır. Bu bağlamda lider ürün, tüketici satın alma süreçlerini açıklayan ve böylece perakendeci mağaza tercihine farklı bir bakış açısı sağlayan bir kavramdır. Lider ürün, hangi ürün kategorilerinin mağaza tercihinde önemli olduğunu ifade etmektedir. Buradan hareketle, bu çalışmada hangi ürün kategorisinin lider ürün olduğu belirlenmeye çalışılmış ve lider ürünün perakendeci mağaza tercihine etkileri incelenmiştir. Böylelikle literatürde önemli bir boşluğun doldurulması hedeflenmiştir. Elde edilen sonuçlar, bazı ürün kategorilerinin perakendeci mağaza tercihinde önemli etkileri olduğunu göstermektedir.

Anahtar Kelimeler:

Lider Ürün, Perakendecilik, Perakendeci Mağaza Tercihi, ürün

THE EFFECT OF LEAD PRODUCT ON THE CONSUMERS’ PREFERENCES OF RETAIL STORE

The presence of a large number of actors in the retail sector in recent years has led to intense competition. For this reason, it is increasingly important to determine the factors that affect consumers’ retail store preferences. In this direction, it is seen that a lot of studies have been done in the field of marketing. These studies have been generally focused on low price, distance/location, store atmosphere and image, product variety and quality. However, studies have not revealed how the products consumers are planning to purchase have an effect on retail store preferences. In this context, the lead product is a concept that explains the consumer purchasing processes and thus gives a different perspective to the preference of the retail store. The lead product means which product categories are important in the store preference. From this point of view, it has been tried to determine which product category is the lead product and the preference effects of the lead product to the retail store have been examined. Thus, it is aimed to fill an important gap in the literature. The results show that some product categories are important influences in retail store choice.

Keywords:

Lead Product, Retailing, Preference of Retail Stores, Product,

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