Mağaza Yerleşim Planının Müşterilerin Satın Alımlarına Etkisi: İki Mağazanın Karşılaştırılması

Yıl 2019, Cilt: 8 Sayı: EUREFE’19, 395 - 401, 30.12.2019

Bahar Taşar , İpek Kazançoğlu

Öz

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

Öz

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.

Anahtar Kelimeler

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

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