Dağıtım Kanallarında Sunulan Kanal Destek Faaliyetleri: Beyaz Eşya ve Gıda Ürünleri Dağıtım Kanalları Üzerine Bir Saha Araştırması

Kanal destek faaliyetleri bu çalışmada yedi temel başlık altında (iletişim, eğitim, lojistik, fiyat, tutundurma, genel ve tüketici destekleri) incelenmektedir. Kanallarda sunulan destek faaliyetlerinin düzeyini belirlemek amacıyla saha araştırması yapılmış, bu araştırma sektörel ve aracı türleri açısından farklılık olup olmadığının karşılaştırılabilmesi açısından beyaz eşya ile gıda ürünleri sektöründeki toplam ellibeş bayi, toptancı ve perakendeci üzerinde gerçekleştirilmiştir. Araştırmada elde edilen bilgilerin analizi sonucunda beyaz eşya sektöründe verilen destek düzeyinin gıda ürünlerinden daha yüksek olduğu, beyaz eşya sektöründe en üst düzeyde sunulan destek faaliyetinin tüketiciye ilişkin destekler, buna karşı gıda ürünleri sektöründe en üst düzeyde sunulan destek faaliyetlerinin ise aracı türlerine göre farklılaştığı ve bunların tüketici desteği, genel destekler ve tutundurma destekleri olduğu belirlenmiştir. Sektörel farklılıkların anlamlılığının testi sonucunda iletişim ve eğitim destekleri açısından sektörler arasında anlamlı farklılık bulunmuş, diğer destek türlerindeki farklılığın anlamlı olmadığı belirlenmiştir.

Channel Support Activities on Distribution Channels: An Empirical Study on Distribution Channels of Durable House Goods and Food Products

In this study distribution channel activities are analyzed under seven headings (communication, training, logistics, price, promotion, general and consumer supports). In order to find out whether there are sectoral and intermediary differences a survey study was held to determine the level of support activities within channels and this study was conducted on fifty-five agents, wholesalers and retailers within durable house goods and food products sectors. As a result of a series of analyses it is determined that the level of support is higher in durable house goods sector than food products sector, the highest support activity in house goods sector is consumer supports, whereas in food products sector it differentiates according to intermediaries, which are consumer support, general support and promotional support. As a result of the test of meaningfulness in terms of sectoral differences, meaningful difference was found between the sectors in terms of communication and training supports. In terms of other support types no meaningful difference was found between the sectors.

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