Gülmüş BÖRÜHAN, İşık Özge YUMURTACI HÜSEYİNOĞLU, Pervin ERSOY

PERAKENDECİLERİN E-TİCARET VE TÜKETİCİ ALGISINA YÖNELİK BİR ARAŞTIRMA

Son yıllarda artan e-ticaret perakendecilerin iş modellerini değiştirmelerine neden olmuştur. Yoğun rekabet koşullarında perakendeciler sadece fiziksel mağazalarıyla değil çevrimiçi mağaza ve özel alışveriş siteleri gibi birçok aracıyla da pazarlama kanallarını yönetmektedirler. Perakendecilikte ve pazarlama kanallarında yaşanan değişimler, rekabet koşullarını çoğu zaman zorlaştırmaktadır. Günümüzde perakendeciler, müşterilerin istek ve ihtiyaçlarını çok hızlı bir şekilde karşılamanın yanı sıra, teknolojik gelişmelere uygun stratejiler üzerine de yoğunlaşmaktadırlar. Teknolojik gelişmeler çoğunlukla tüketicilere fayda ve daha fazla seçenek sunarken, perakendeciler açısından değişime hızla uyum sağlama zorunluluğu getirmektedir. Bu araştırma, literatürde çoğunlukla tüketicilerin tercih ve algılarını araştırmaya yönelik yapılan çalışmalardan farklı olarak, perakendecilerin e-ticaret ve değişen tüketicileri nasıl algıladıklarını ortaya çıkarmak amacıyla yapılmıştır. Araştırma, e-ticaret, değişen perakendecilik ve değişimin pazarlama kanalları üzerindeki etkisinin perakendeciler perspektifinden değerlendirilmesine odaklanmıştır. Araştırma amacına uygun olarak, birincil veriyi elde etmek ve konu hakkında detaylı bakış açısı geliştirmek için uzun zamandır perakende sektöründe çalışan tecrübeli yöneticilerin katıldığı odak grup görüşmesi gerçekleştirilmiştir

A Study on Retailers’ Perception Towards E-Commerce and Consumers

In the recent years, growth in e-commerce has caused retailers to change their business models. In intense competition, retailers manage marketing channels not only through physical stores, but also through online stores, private shopping sites and other intermediaries. Changes in retailing and marketing channels lead to difficult competition conditions. Today, retailers focus on strategies that are for technological developments as well as meeting customer needs in a rapid manner. While technological developments often provide benefits and more alternatives to customers, retailers are forced to adapt quickly to change. This research is conducted to reveal how retailers perceive e-commerce and changing customers, unlike studies conducted mostly to investigate preferences and perceptions of customers. The study focuses on assessing the impact of e-commerce, changing retailing conditions, and change on marketing channels from retailers’ perspectives. For the purpose of the research, to collect primary data and develop comprehensive perspective on the subject, the focus group study is used with the participation of experienced managers who have been working in the retail industry for a long time

Keywords:

Retailing, Marketing Channels Consumers, E-Commerce, Focus Group Study,

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