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Perakendecilikte Buyuk Alisveris Merkezleri ve Tuketicilerin Buyuk Alisveris Merkezleri Ile Ilgili Tutumlarini Tespit Etmeye Yonelik Bir Arastirma

Author

Listed:
  • Emrah CENGIZ

    (Istanbul Universitesi Siyasal Bilgiler Fakultesi, Isletme Ana Bilim Dali)

  • Berna OZDEN

    (Yildiz Universitesi)

Abstract

Tuketicilerin, perakende alisverislerden edindigi tecrubeler, tuketici ile perakendeci arasinda olusacak kontagi olumlu yada olumsuz yonde etkileyecektir. Soyle ki perakendeci ile onceki satin alma tecrubelerinden tatminle ayrilan musteriler ileride daha istekli alisveris yapabilecekler, tersine olumsuz tecrubeler edinmis musterilerse perakendeci ile arasina engeller koyacaklardir. Ayrica, perakendecilerin karsilastigi en buyuk engellerden bir digeri de, alisveris sirasinda tuketicilerin bulunduklari ortamdan sikilmadan alisverislerini yapabilmeleridir. Bu ortamda buyuk alisveris merkezleri tuketici ve perakendeciler arasinda pek cok sorunun asilmasini saglayacak yukselen bir trend olarak karsimiza cikmaktadir. Bu calismanin amaci, perakendecilik ve alisveris merkezleri ve tuketicilerin bunlar hakkindaki durumlarini mevcut literature ve yapilan arastirmaya dayanarak aciklamaktir. Calisma birincil ve ikincil kaynaklara dayali olarak hazirlanmistir. Arastirma kisminda tuketicilerin alisveris merkezlerinden beklentileri ve tutumlarina iliskin kesifsel arastirma cercevesinde anket yapilmistir.

Suggested Citation

  • Emrah CENGIZ & Berna OZDEN, 2002. "Perakendecilikte Buyuk Alisveris Merkezleri ve Tuketicilerin Buyuk Alisveris Merkezleri Ile Ilgili Tutumlarini Tespit Etmeye Yonelik Bir Arastirma," Ege Academic Review, Ege University Faculty of Economics and Administrative Sciences, vol. 2(1), pages 64-77.
    • Handle: RePEc:ege:journl:v:2:y:2002:i:1:p:64-77
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    JEL classification:

    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General

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