Öz
For many years, individuals have been to certain spaces for purchasing their needs such as clothes, food, cosmetics, and medications and so on. These retail spaces which started with bazaars, khans, covered bazaars and shops have been replaced by consumption spaces using the latest possibilities of the global world. In recent years, there have been a lot of creative and architectural ideas regarding retail space design for increasing sales. Visual equipment, reusable materials, in-store scent, creative display units, are among the many new types of innovations that are being studied. Brands that understand that retail spaces cannot succeed only with product or price orientation are starting to create places where their customers will feel good and shop in a pleasant atmosphere. In order to create these opportunities, it is necessary to first understand the connection of consumer wellbeing with the in-store atmosphere. This paper analyzes fashion retail store designs in the context of consumer wellbeing. During the study, a survey was conducted on the way millennial shoppers perceive the interior elements that create the atmosphere. As a result of the study, the positive effects of the interior as a whole, rather than the individual effects of the elements are striking.
Anahtar Kelimeler
Kaynakça
- Arnold, M. J. & Reynolds, K. E. (2012). Approach and Avoidance Motivation: Investigating Hedonic Consumption in Retail Settings. Journal of Retailing, Vol. 88/3 pp.399-411.
- Backstorm, K. (2006). Understanding Recreational Shopping: A New Approach, The International Review of Retail. Distribution and Consumer Research, Vol. 16/2, pp.644-656.
- Beatty, S. E. & Ferrel, M. E. (1998). Impulse Buying: Modelling a Precursors. Journal of Retailing, Vol. 74/2,pp.169-191.
- Ekici, A. & Sirgy, M.J. & Lee, D. J. & Grace, B. Y. (2018). The Effects of Shopping Well Being and Shopping Ill-Being on Consumer Life Satisfaction. Applied Research in Quality of Life, Vol. 15/1, pp.333-353.
- Firuta, J. 5 Types of Customer and How to Approach Them Jin, B. & Sternquist, B. (2004). Shopping is a truly joy. The Service Industries Journal, Vol. 24/6, pp.1-18.
- Kotler, P. (1974). Atmospherics as a Marketing Tool. Journal of Retailing, Vol. 49/4,pp.49-64.
- Kumar, A. The Effect of Store Environment on Consumer Evaluations and Behavior Towards Single-Brand Apparel Retailers, PhD diss., University of Tennessee, 2010.
- Mazhar, A. & Riaz, H. (2015) Effect of Store Atmosphere on Consumer Purchase Intention. International Journal of Marketing Studies, Vol. 7/2, pp.35-43.
- Moss, M. Shopping is an Entertainment Experience, Lexington Books, Lanham, 2007.
- Nelson, P. (1970). Information and Consumer Behavior. Journal of Political Economy, Vol. 78/2, pp.311-329.
- Oliver, R. L. & Rust, R.T & Varki, S. (1997). Customer Delight: Foundations, Findings and Managerial Insights. Journal of Retailing, Vol. 73/3, pp. 311-336.
- Pilditch, J. Communication by Design: A Study in Corporate Identity, McGraw-Hill, New York, 1970.
- Singh, P. & Katiyar, N. & Verma, G. (2014). Retail Shoppability: The Impact Of Store Atmospherics & Store Layout on Consumer Buying Patterns. International Journal of Scientific & Technology Research, Vol. 3/8, pp.15-23.
- Xiao, J. Consumer Economic Wellbeing, Springer, New York, 2015.
- Zimmerman, S. L Understanding family policy: Theories and Applications, Thousand Oaks, California, 1995.
- URL-1: https://www.livechat.com/success/types-of-customers/ (01.04.2016).
Öz
İnsanlar uzun yıllardan beri kıyafet, kozmetik, ilaç vb ihtiyaçlarını satın almak için belirli perakende mekanlarına gitmişlerdir. Çarşılar, hanlar, pazar yerleri ve dükkanlar ile başlayan bu perakende mekanları yerlerini, global dünyanın tüm güncel olanakların kullanıldığı tüketim mekanlarına bırakmışlardır. Son yıllarda, özellikle satış etkinliklerini artırmak amacıyla perakende mekân tasarımı ile ilgili birçok yenilikçi ve mimari fikir ortaya çıkmıştır. Görsel ekipmanlar, yeniden kullanılabilir malzemeler, koku, yaratıcı sergileme üniteleri, hala üzerinde çalışılan ve gelişmekte olan yeniliklerden yalnızca birkaçıdır. Perakende mekanlarının yalnızca ürün kapasitesi veya fiyat performansı ile başarılı olamayacağını anlayan markalar, müşterilerinin kendilerini iyi hissedecekleri ve keyifli bir atmosfer içerisinde alışveriş eylemini gerçekleştirebilecekleri mekanlar yaratma çabası içerisine girmişlerdir. Bu fırsatları yaratmak için ise öncelikle iç mekân atmosferi ve müşteri refahı arasındaki ilişkiyi kavramak gerekmektedir. Bu çalışmada, moda perakende mağaza tasarımlarının müşteri refahı bağlamında incelemesi yapılmaktadır. Çalışma yapılırken milenyum müşterilerinin atmosferi yaratan iç mekan unsurlarını algılayış biçimlerine yönelik anket çalışması gerçekleştirilmiştir. Çalışma sonucunda, unsurların ayrı ayrı etkilerindense, iç mekânın bir bütün olarak pozitif yöndeki etkileri dikkat çekicidir.
Anahtar Kelimeler
Kaynakça
- Arnold, M. J. & Reynolds, K. E. (2012). Approach and Avoidance Motivation: Investigating Hedonic Consumption in Retail Settings. Journal of Retailing, Vol. 88/3 pp.399-411.
- Backstorm, K. (2006). Understanding Recreational Shopping: A New Approach, The International Review of Retail. Distribution and Consumer Research, Vol. 16/2, pp.644-656.
- Beatty, S. E. & Ferrel, M. E. (1998). Impulse Buying: Modelling a Precursors. Journal of Retailing, Vol. 74/2,pp.169-191.
- Ekici, A. & Sirgy, M.J. & Lee, D. J. & Grace, B. Y. (2018). The Effects of Shopping Well Being and Shopping Ill-Being on Consumer Life Satisfaction. Applied Research in Quality of Life, Vol. 15/1, pp.333-353.
- Firuta, J. 5 Types of Customer and How to Approach Them Jin, B. & Sternquist, B. (2004). Shopping is a truly joy. The Service Industries Journal, Vol. 24/6, pp.1-18.
- Kotler, P. (1974). Atmospherics as a Marketing Tool. Journal of Retailing, Vol. 49/4,pp.49-64.
- Kumar, A. The Effect of Store Environment on Consumer Evaluations and Behavior Towards Single-Brand Apparel Retailers, PhD diss., University of Tennessee, 2010.
- Mazhar, A. & Riaz, H. (2015) Effect of Store Atmosphere on Consumer Purchase Intention. International Journal of Marketing Studies, Vol. 7/2, pp.35-43.
- Moss, M. Shopping is an Entertainment Experience, Lexington Books, Lanham, 2007.
- Nelson, P. (1970). Information and Consumer Behavior. Journal of Political Economy, Vol. 78/2, pp.311-329.
- Oliver, R. L. & Rust, R.T & Varki, S. (1997). Customer Delight: Foundations, Findings and Managerial Insights. Journal of Retailing, Vol. 73/3, pp. 311-336.
- Pilditch, J. Communication by Design: A Study in Corporate Identity, McGraw-Hill, New York, 1970.
- Singh, P. & Katiyar, N. & Verma, G. (2014). Retail Shoppability: The Impact Of Store Atmospherics & Store Layout on Consumer Buying Patterns. International Journal of Scientific & Technology Research, Vol. 3/8, pp.15-23.
- Xiao, J. Consumer Economic Wellbeing, Springer, New York, 2015.
- Zimmerman, S. L Understanding family policy: Theories and Applications, Thousand Oaks, California, 1995.
- URL-1: https://www.livechat.com/success/types-of-customers/ (01.04.2016).
Ayrıntılar
| Birincil Dil | İngilizce |
|---|---|
| Konular | Mimarlık |
| Bölüm | Araştırma Makalesi |
| Yazarlar | |
| Yayımlanma Tarihi | 4 Haziran 2021 |
| Gönderilme Tarihi | 27 Şubat 2021 |
| Yayımlandığı Sayı | Yıl 2021Cilt: 4 Sayı: 1 |
