Bahar TAŞAR, İpek KAZANÇOĞLU

5612

Mağaza Yerleşim Planının Müşterilerin Satın Alımlarına Etkisi: İki Mağazanın Karşılaştırılması

Müşterilerin mağaza içinde en kısa yolu izleyerek ihtiyaç duydukları ürünleri satın almak istedikleri bilinmektedir. Müşterilerin yeni ve unutulmuş ihtiyaçlarını tetikleyen fiziksel ürünlerin müşteri alışveriş yolu üzerinde olması onların dürtüsel satın alımlarını arttırabilmektedir. Bu bağlamda çalışmanın amacı, perakende mağazalardaki yerleşim düzenine bağlı uzun rotaların müşterilerin alışveriş sepetlerinin büyümesine neden olup olmadığını belirlemektir. Çalışmada bir perakendecinin benzer özelliklere sahip iki mağazasında adet cinsinden ortalama sepet büyüklüğü kadar en sık satın alınan ürünler kümesinden alışveriş listesi oluşturulmuştur. Her iki mağazada da listedeki ürünlerin birbirlerine olan uzaklık matrisleri elde edilmiştir. Müşterilerin en kısa yolu daha önceki tecrübelerine göre oluşturdukları ve en kısa yolu izledikleri varsayımı altında rotalar gezgin satıcı problemi yöntemi ile ele alınmıştır. Mağazalardaki müşteri alışveriş rotalarının alışveriş sepet büyüklüklerini nasıl etkilediği incelenmiştir. Sonuçlara göre, satışları yüksek olan ürün gruplarının mağaza içinde uzak noktalara yerleştirilmesinin satın alımları arttırarak müşterilerin alışveriş sepetlerini büyüttüğü görülmüştür.   
Anahtar Kelimeler:

Alışveriş Yolu, Mağaza Yerleşim Düzeni, Gezgin Satıcı Problem, Tüketici Davranışları, Dürtüsel Satın Alma

The Effect of Store Layout Plan on Purchases of Customer: Comparison of Two Stores

It is known that customers want to choose the shortest path while buying products they need in the store. The products that trigger the new and forgotten needs of the customers is on the way of shopping path can increase their impulsive purchases. The aim is to determine whether the long routes depending on the layout of the retail stores that cause growing the shopping carts of the customers. In this study, shopping lists from the most frequently purchased products in average basket size were determined in two stores with similar characteristics of a retailer. The distance matrices of the products listed in both stores were obtained. Under the assumption that customers create the shortest route according to their previous experience and follow the shortest route, the routes are generated by using Traveling Salesman Problem. It was examined how the distances between the products that are purchased frequently in both stores affect the shopping routes and basket size of customers in the store. According to the results, placing product groups with high sales in distant locations within the store increased the purchases and basket sizes.
Keywords:

Shopping Path, Store Layout, Traveling Salesman Problem, Impulsive Purchasing,

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Balkan Sosyal Bilimler Dergisi-Cover
  • Yayın Aralığı: Yılda 2 Sayı
  • Başlangıç: 2011
  • Yayıncı: Tekirdağ Namık Kemal Üniversitesi
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