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PERAKENDE YAPI ENDÜSTRİSİNDE YAPI MARKETLER İLE KÜÇÜK ESNAFLARIN MÜŞTERİLERİN SATINALMA DAVRANIŞLARI ÜZERİNDEKİ ETKİSİNİ BELİRLEMEYE YÖNELİK BİR ARAŞTIRMA

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Abstract (Original Language): 
Yapı malzemelerine olan ihtiyaç giderek artmakta ve tüketiciler bu malzemeleri satan perakendeciler arasında tercih yapmak durumunda kalmaktadırlar. Bu çalısmanın temel amacı, yapı marketleri ile küçük esnafların bazı avantajlı ve dezavantajlı yönlerinin tüketicilerin satınalma davranısları üzerindeki etkisinin belirlenmesidir. Arastırmada veri toplama yöntemi olarak anket kullanılmıstır. Yapı marketleri ve küçük esnaflardan alısveris yapan müsterilerin demografik ve diger bazı özellikleri Ki-Kare Testi uygulanarak karsılastırılmıs ve cinsiyet, yas, satınalma nedeni ve ürün bilgisi degiskenlerine göre anlamlı farklılıklar bulunmustur. Diger taraftan müsteriler, yapı marketleri ve küçük esnafların özelliklerinden bazılarının satınalma davranısları üzerinde olumlu; bazılarının ise olumsuz etkileri oldugunu belirtmislerdir. Ayrıca, müsterilerin konuya iliskin görüslerinin bazı özelliklerine göre farklılık gösterdigi saptanmıstır.
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