EXPLORING A NEW ELECTRONIC RETAILING TREND IN TURKEY AND THE WORLD: PRIVATE SHOPPING

At the present day, quick change is lived in all fields such as society, politics, economy, industry and technology. And this change reflects on retailers and their marketing strategies, too. On the other hand, consumer motivations that underlie shopping behavior are very complex. Now a days shopping is not only spending money. Among other things, it traditionally involves meeting and talking with others, seeing new things and learning new trends which are also the case for people who do online shopping by electronic retailers. Private shopping is a new type of electronic retailing. Due to an increase in population and working out of the home for long and tiring hours push consumers to private shopping. In the first step of this study, concepts such as online shopping, electronic retailing and their connection with marketing will be mentioned along with the concept of private shopping. In the second step, concept of private shopping will be studied as a new electronic retailing trend in Turkey and other countries. Finally, how the consumer buying behaviors that are shaped by private shopping trends will be examined in this explorative study. The aim of this paper is to indicate to development of private shopping on consumers as a new electronic retailing way.

Keywords:

marketing, electronic retailing online shopping, private shopping,

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