You are here

FACTORS AFFECTING CONSUMER PREFERENCES FOR RETAIL INDUSTRY AND RETAILER SELECTION USING ANALYTIC HIERARCHY PROCESS

PERAKENDE SEKTÖRÜNDE TÜKETİCİ TERCİHLERİNE ETKİ EDEN FAKTÖRLER VE ANALİTİK HİYERARŞİ PROSESİ KULLANILARAK PERAKENDECİ SEÇİMİ

Journal Name:

Publication Year:

Author NameUniversity of AuthorFaculty of Author
Abstract (2. Language): 
Bu çalışma organize olmuş perakende mağazalarından alışveriş yapan tüketicilerin tercihlerini etkileyen faktörlerin araştırılması, mağaza özellikleri ile ilgili asıl ve alt kriterlerin belirlenmesi ve perakendeci seçimi için ürün özellikleri ile ilgili tüketici tercihlerinin belirlenmesini amaçlamaktadır. Tüketici tercihlerini belirlemek amacı ile 154 katılımcıya bir anket uygulanmıştır. Katılımcılardan elde edilen verilere Faktör Analizi uygulanmış, ürün özellikleri ile ilgili tüketici tercihlerinin ağırlıkları belirlenmiş ve Analitik Hiyerarşi Prosesi kullanılarak perakendeci seçim uygulaması gerçekleştirilmiştir. Çok kriterli karar vermede Analitik Hiyerarşi Prosesi (AHP), karar verici ve araştırmacılar için etkili bir araçtır. Bu çalışma için bir araştırma anketi hazırlanmış ve en az üç yıldır bu mağazalardan alışveriş yapmakta olan rassal olarak belirlenmiş 218 tüketiciye uygulanmıştır. Sonuçlar göstermiştir ki, “ürün kalitesi” en çok tercih edilen kriter olurken “mağaza personeli” kriteri bu beş perakendecinin müşterileri arasında önemsiz bulunmuştur. Çalışma, sonuçların tartışılması ve gelecek araştırmalar için yapılan öngörülerle sonlanmaktadır.
Abstract (Original Language): 
This paper aims to identify the factors affecting consumer preferences related to shopping at organized retail store and the main and sub-criteria related with store attributes and determine the consumer preferences onto product attributes for retailer selection. To determine the consumer preferences, a questionnaire survey is carried out to 154 respondents. Factor Analysis (FA) was applied to respondents’ data. The weights of consumer preferences onto store attributes are identified and an application of retailer selection has been studied using Analytic Hierarchy Process. Analytic Hierarchy Process (AHP) has been an effective tool for decision makers and researchers and is one of the most widely used multiple criteria decision-making tools when multiple criteria must be considered. For this study, a second research survey has been prepared and conducted to 218 randomly selected consumers who have shopped from selected retailers at least for three years. The results have shown that the most preferable criterion is “products’ quality” on the contrary the “store personnel” criterion is insignificant for these five retailers’ consumers. The paper ends by discussing other conclusions and suggests directions for future research
43
57

JEL Codes:

REFERENCES

References: 

Arora, N. and M.A. Greg, (1999), “Measuring the influence of individual preference structures in group
decision making”, Journal of Marketing Research, Vol:36 (November), pp:476-487.
Berman, B. and J. R. Evans, “Retail management: A strategic approach”, 12. Edition, Pearson Com. Inc,
2009.
Bhutta, K.S. and F. Huq, (2002), “Supplier selection problem: A comparison of the total cost of ownership
and analytic hierarchy process approaches, Supply Chain Management, Vol:7 (3/4), p.131.
Bianchi, C. (2009), “Investigating Consumer Expectations of Convenience Store Attributes in Emerging
Markets: Evidence in Chile”, Journal of International Consumer Marketing Vol:21(4), p.178
Brand M.H. and R.L. Leonard, (2001), “Consumer Product and Service Preferences Related to Landscape
Retailing”, HortScience, Vol:36 (6) pp:1111-1116.
Budescu, D.V., Zwick, R. and A. Rapoport, (1986), “A comparison of the eigenvector method and the
geometric mean procedure for ratio scaling”, Applied Psychological Measurement, Vol:10, pp:69-
78.
Chang, C.W., Wu, C.R., Lin, C.T. and H.L. Lin, (2007), “Evaluating digital video recorder systems using
analytic hierarchy and analytic network processes”, Information Sciences, Vol:177 (16), pp:3383-
3396
Cheng, E.W.L. and H. Li, (2001), “Information priority-setting for better resource allocation using
analytic hierarchy process (AHP)”, Information Management and Computer Security, Vol:9 (2),
pp:61-70.
Dawson, J., (2000), “Viewpoint: Retailer power, manufacturer power, competition and some questions
of economic analysis”, International Journal of Retail and Distribution Management, Vol:28 (1),
pp:5-8.
DRT, Deloitte, (2011) Retail Sector Update, Turkey Corporate Finance, Turkey
Duke, J.M. and A.H. Rhonda, (2002), “Identifying public preferences for land preservation using the
analytic hierarchy process”, Ecological Economics, Vol:42, pp:131-145.
Franklin, A. (2001), “The impact of Wal-Mart supercenters on supermarket concentration in U.S.
metropolitan areas”, Agribusiness, Vol:17 (1), pp:105-114.
Goffin, K., Szwejczewski, M. and C. New, (1997), “Managing suppliers: When fewer can mean more”,
International Journal of Physical Distribution & Logistics, Vol:27 (7), pp. 422-436.
Hafeez, K., Zhang, Y. and N. Malak, (2002), “Determining key capabilities of a firm using analytical
hierarchy process”, International Journal of Production Economics, Vol:76 (1), pp: 39-51.
Howe, S.W., (1998), “Vertical market relations in the UK grocery trade: Analysis and government policy”,
International Journal of Retail and Distribution Management, Vol:26 (6), pp. 212-224.
Kim, W., Kim, B.S. and M.K. Youn, (2012), “Usefulness of analytic hierarchy process (AHP) to
determinants win-win growth factor for retailing industry in Korea”, African Journal of Business
Management, Vol:6 (14), pp. 4824-4834.
Perakende Sektöründe Tüketici Tercihlerine Etki Eden Faktörler ve Analitik Hiyerarşi Prosesi ... | EROĞLU
Kafkas Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi
KAÜ İİBF Dergisi | Cilt 4 * Sayı 6 * Yıl 2013
57
Kurtulus, K., Kurtulus, S. Yeniceri, T. and E. Yaras, (2001), “Perakendeci Markalı Ürünleri Satın Alanları
Ayırmada Kullanılabilecek Temel Belirleyiciler”, 6. National Congress of Marketing, Erzurum,
Turkey.
Liu, Fuh-Hwa F., (2005), “The voting analytic hierarchy process method for selecting supplier”,
International Journal of Production Economics, Vol:97 (3), pp:308-317.
Liisa, U., (1990), “Consumer preferences for environmental quality and other social goals”, Journal of
Consumer Policy, Vol:13 (3), p.231.
Londhe, B.R., (2006) “Retail and Distribution Management: Theory and Cases, Nirali Prakashan
Enterprises.
Mitchell, V.W. and R. H. Kiral, (1998), “Primary and secondary store loyal customer perceptions of
grocery retailers”, British Food Journal, Vol:100 (7), pp:312-319.
Mitchell, V.W. and R. H. Kiral, (1999), “Risk positioning of UK grocery multiple retailers”, The
International Review of Retail Distribution and Consumer Research, Vol:9 (1), pp:17-39.
Nydick R.L. and R.P. Hill, (1992), “Using the analytic hierarchy process to structure the supplier selection
procedure”, International Journal of Purchasing and Materials Management, Vol:28 (2), p.31.
Owen, D.B. (1962), “Handbook of Statistics Tables”, Addison Wesley Company, Renewal, 1990, Pearson
Education.
Philippidis, G., and L.J. Hubbard, (2003), “Modeling hierarchical consumer preferences: An application
to global food markets”, Applied Economics, Vol:35, pp:1679-1687.
Saaty, T.L., (1980), “The analytic hierarchy process”, McGraw-Hill Publishing Company Inc., New York.
Saaty, T.L., (2000), Fundamentals of Decision Making and Priority Theory, 2nd Edition, RWS Publications,
Pittsburgh.
Singh, A.K. and P.K. Agarwal, (2011), “Study on Shifting Consumer Preferences from Unorganized
Retailing to Organized Retailing in Noida”, International Journal of Accounts, Economics &
Business Management, Vol: 1:(2), 69
Subbaiah et al. (2011), “Integrating Factor Analysis and Analytic Hierarchy Process For Library Service
Quality”, International Journal for Quality research Vol:5 (3), p.205.
Tseng, Y.J. and Y.H. Lin, (2005), “A model for supplier selection and tasks assignment”, Journal of
American Academy of Business-Cambridge, Vol:6 (2), pp:197-207.
Tzeng, G.H., Teng, M.H., Chen, J. and S. OPRICOVIC, (2002), “Multicriteria selection for a restaurant
location in Taipei”, Hospitality Management, Vol:21, pp:171-187.
Verma S. And U. Khandelwal, (2011), “Consumer Preferences Towards Service Industry: A Factorial
Study of Healthcare Industry”, International Journal of Multidisciplinary Research, Vol:1 (8), p.83
Wilkie, W.L. (1994), Consumer Behavior, 3rd Edition, John Wiley & Sons Company Inc., New York, NY.

Thank you for copying data from http://www.arastirmax.com