Perekendecide Ürüne Ayrılan Raf Alanının Marka Sermayesi Üzerindeki Etkisi: Kolayda Ürünler Üzerine Ampirik Bir Uygulama

Bu çalışmanın amacı, perakende mağazalarında, ürünlere ayrılan raf genişliğinin, ürünlerin marka sermayesi değeri ve buna bağlı olarak tüketicilerin satın alma eğilimleri üzerine etkisinin tespit edilmesidir. Bu amaçla, önce marka sermayesi bileşenleri olarak, marka farkmdalığı ve marka imajı belirlenmiş ve Ankara'daki bir hipermarketin müşterilerine 130 adet anket uygulanmıştır. Anket soruları, bu hipermarkette yer alan diğer pazarlama faaliyetleri benzer olan, fakat farklı raf genişliklerinde sergilenen iki kolayda ürün markasına yönelik olarak hazırlanmıştır. Ulaşılan sonuçlara göre, raf alanı genişliğinin marka sermayesini artırıcı etkisi olduğu tespit edilmiştir. Ayrıca, marka sermayesinin satın alma eğilimini olumlu yönde etkilediği ve bu etkinin geniş raf alanına sahip ürün için daha kuvvetli olduğu belirlenmiştir.

The Influence of Retailing Shelf Space on Brand Equity: An Empirical Examination on Convenience Goods

The purpose of this study to investigate whether the amount of shelf space allocated to a brand affects brand equity and also purchasing intension. For this purpose, first of all, the components of brand equity were identified as Brand awareness and image then questionnaires of 130 were conducted on the customers that usually shop at a hypermarket in Ankara. The questions were about two branded convenience goods, which have similar marketing and promotional activities, but displayed at varied amount of shelf space in that hypermarket. Results indicate that the amount of shelf space significantly influences the brand equity. It is also found that purchasing intention of customers increases with the increasing of brand equity, and the existing relationship is significantly higher for the product with the largest shelf space.

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