Süpermarket Müşterilerinin Mağazaya Olan Bağlılık Derecelerine Göre Pazar Bölümlerinin Tamamlanması ve Bölümler Arasındaki Farklılıkların İncelenmesi

Son yıllarda ülkemizde, perakendecilik sektöründeki büyük değişimler ile birlikte müşterilerin perakendecilik hizmetlerine ilişkin tercihleri de hızla değişmektedir. Perakendecilik alanındaki dinamik pazar yapısı ve yoğun rekabet dolayısıyla, rekabet avantajını sağlayarak varlıklarını sürdürmeyi amaçlayan süpermarketlerde mağaza bağlılığı büyük önem kazanmıştır. Bu araştırmanın temel amacı, supermarket mağazası müşterilerinin bağlılık derecelerine göre alt pazar bölümlerinin oluşup oluşmadığının belirlenmesi ve pazar bölümleri arasında, müşterilerin mağaza özelliklerine ilişkin memnuniyet düzeylerine ve sosyo-demografik yapılarına göre farklılıkların incelenmesidir. Bu çalışmanın ikinci amacı, araştırma sonuçlarından elde edilen bulgular doğrultusunda supermarket yöneticilerine strateji geliştirmelerinde yardımcı olacak çeşitli önerilerde bulunmaktır. Bu amaçla, toplam 600 adet anket formundan elde edilen verilere Kümeleme analizi, Çoklu Diskriminant analizi ve Ki-kare analizi uygulanmıştır. Bu analizler sonucunda supermarket müşterilerinin mağazaya olan bağlılık düzeylerine göre dört farklı alt pazar bölümü oluşturdukları ve bu pazar bölümlerinin mağaza özelliklerine ilişkin memnuniyet düzeylerine ve sosyo-demografîk özelliklerine göre farklılaştıkları tespit edilmiştir.
Anahtar Kelimeler:

kümeleme analizi

Identifying Market Segments of Supermarket Customers Due to Store Loyalty Levels and Examining the Differences Between Segments

In recent years, the retailing sector is witnessing a dramatic change in Turkey. Customer preferences for retailing practices are also changing fast. Thus, dynamic structure and intense competition in retail markets increase the need for supermarket retailers to use strategies focused on store loyalty. The main purpose of this research is to determine sub-groups of supermarket customers according to their loyalty levels and examining their differentiating demographic characteristics and satisfaction levels about store attributes of a major supermarket retailer in Turkey. Second purpose of this study is to provide some recommendations to retailers in their strategic decisions by the help of the research results. Data is collected from a sample of 600 supermarket customers. Cluster analysis, Multiple Discriminant analysis and Chi-square analysis were used in order to accomplish these objectives. As a result of these analyses, it is found that the supermarket has four different loyalty groups that have different demographic characteristics and different satisfaction levels about store attributes.

Kaynakça

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Kaynak Göster