PERAKENDECİLERİN E-TİCARET VE TÜKETİCİ ALGISINA YÖNELİK BİR ARAŞTIRMA.

BÖRÜHAN, Gülmüş; YUMURTACI HÜSEYİNOĞLU, Işık Özge; ERSOY, Pervin

In the recent years, growth in e-commerce has caused retailers to change their business models. In intense competition, retailers manage marketing channels not only through physical stores, but also through online stores, private shopping sites and other intermediaries. Changes in retailing and marketing channels lead to difficult competition conditions. Today, retailers focus on strategies that are for technological developments as well as meeting customer needs in a rapid manner. While technological developments often provide benefits and more alternatives to customers, retailers are forced to adapt quickly to change. This research is conducted to reveal how retailers perceive e-commerce and changing customers, unlike studies conducted mostly to investigate preferences and perceptions of customers. The study focuses on assessing the impact of e-commerce, changing retailing conditions, and change on marketing channels from retailers' perspectives. For the purpose of the research, to collect primary data and develop comprehensive perspective on the subject, the focus group study is used with the participation of experienced managers who have been working in the retail industry for a long time.

Balikesir University Journal of Social Sciences Institute, 2017, Vol 20, Issue 37, p197

1301-5265

Academic Journal

10.31795/baunsobed.645171