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A Theoretical Discussion on the Importance and Future of Shelf Management Strategies as a Sub-Branch of Merchandising Applications

Year 2021, Volume: 5 Issue: 2, 178 - 188, 31.12.2021
https://doi.org/10.35342/econder.971238

Abstract

Post-modern consumer behaviors and patterns enable the markets to grow and deepen rapidly. However, at the same time, it is seen that the competition between brands is increasing rapidly. As a result of these changes, many new fields are emerging in the field of marketing and it is necessary to examine more specific areas related to markets and to develop theories about them.
Shelf management strategies and theory as a sub-branch of store science and applications, also called merchandising, is one of these developing areas. In this context, the importance of the study was pointed out by first creating a theoretical background with Post-Modern consumer behaviors. Subsequently, a literature review was conducted on merchandising and shelf management strategies. In line with the information obtained as a result of the literature review, determinations were made regarding the current structure of this area. Then, theoretical, practical and methodological predictions were made for the future of the application and theory of shelf management strategies, depending on the current developments in Post-Modern society, Postmodern science and marketing. The results obtained in the study show that it is predicted that shelf management, which emerges as a cost element, will gain importance in practice for more effective management of expenditures. Depending on these developments, it is predicted that a scientific deepening will take place in marketing theory with inter-disciplinary methods within the framework of Postmodern science understanding in order to be compatible with practice.

References

  • Alvesson, M. (1995). The Meaning and Meaningless of Postmodernism: Some Ironic Remarks. Organization Studies, 16(6), 1047-1075.
  • Anderson, E.E. & Amato, H.N. (1974). A Mathematical Model for Simultaneously Determining the Optimal Brand-Collection and Display-Area Allocation. Operations Research, 22(1), ss. 13-21.
  • Aydoğan, B. (2007). Pazarlama Biliminde Stok ve Raf Yönetimi Tüketim Malları Grubunda Market ve Hipermarketlerde Uygulama. Selçuk Üniversitesi Sosyal Bilimler Enstitüsü Doktora Tezi.
  • Bauman, Z. (1988). Sociology and Postmodernity. The Sociological Review, 36(4), 790-813.
  • Bhalla, S. & Anurag, S. (2010). Visual Merchandising. New Delhi: Tata McGraw Hill.
  • Bianchi-Aguiar, T., Silva, E., Guimaraes, L., Carravilla, M.A. & Oliveira, J.F. (2018). Allocating Products on Shelves Under Merchandising Rules: multi- level product families with display directions. Omega, 76(1), 47-62.
  • Bultez, A. & Naert, P. (1988). S.H.A.R.P.: Shelf Allocation for Retailers’ Profit. Marketing Science, 7(3), ss. 211-231.
  • Danermark, B., Ekström, M. & Karlsson, J.C. (2019). Explaining Society: An Introduction to Critical Realism in the Social Sciences. Critical Realism: Interventions, Archer, M. vd. (Eds.), London: Routledge.
  • Ene, S. & Bozkaya, B. (2018). A Research on Consumer Perceptions Towards Packaging in the Shopping Process. Marmara Üniversitesi Öneri Dergisi, 13(50), 1-15.
  • Ha, Y. & Lennon, S.J. (2010). Online Visual Merchandising (VMD) Cues and Consumer Pleasure and Arousal: Purchasing Versus Browsing Situation. Psychology & Marketing, 27(2), ss. 141- 165.
  • Hwang, H., Choi, B. & Lee, G. (2009). A Genetic Algorithm Approach to an Integrated Problem of Shelf Space Design and Item Allocation. Computers & Industrial Engineering. 56(3), ss. 809- 820.
  • Karabıyık, H.Ç. (2020). Pazarlamaya Psikolojik Bir Yaklaşım: Merchandising Uygulamalarını Çıpalama Teorisi Bağlamında İnceleyen Deneysel Bir Araştırma. Necmettin Erbakan Üniversitesi Sosyal Bilimler Enstitüsü Doktora Tezi.
  • Karabıyık, H.Ç. & Elgün, M.N. (2021). Persuading Consumers to Pay More by Using Anchoring Manipulations in Stores: An Interdisciplinary Experiment on Merchandising and Anchoring Theory. İnsan ve Toplum Bilimleri Araştırmaları Dergisi, 10(1), 877-911.
  • Kotzan, J.A. & Evanson, R.V. (1969). Responsiveness of Drug Store Sales to Shelf Space Allocations. Journal of Marketing Research, 6(4), 465-469.
  • Kvale, S. (2003). The Church, the Factory and the Market: Scenarios for Psychology in a Postmodern Age. Theory & Psychology, 13(5), 579-603.
  • Lal, R., Little, J.D.C. & Villas-Boas, J.M. (1996). A Theory of Forward Buying, Merchandising, and Trade Deals. Marketing Science, 15(1), 21-37.
  • Lewin, K. (1952). Field Theory in Social Science: Selected Theoretical Papers by Kurt Lewin. London: Tavistock.
  • Little, J.D.C. (1998). Integrated Measures of Sales, Merchandising, and Distribution. International Journal of Research in Marketing, 15(5), 473-485.
  • Loewenstein G. & Elster, J. (1992). Choice Over Time. New York: Russel Sage Foundation.
  • Mills, K.H. & Paul, J.E. (1988). Applied Visual Merchandising. New Jersey: Prentice Hall.
  • Parker, M. (1992). Post-Modern Organizations or Postmodern Organization Theory?. Organization Studies, 13(1), 1-17.
  • Rennhoff, A.D. (2004). Paying for Shelf Space: An Investigation of Merchandising Allowances in the Grocery Industry. Food Marketing Policy Center Research Report Series, Connecticut: University of Connecticut Department of Agricultural and Resource Economics.
  • Rosenau, P.M. (1992). Postmodernism and the Social Sciences. New Jersey: Princeton University Press.
  • Stadelman, W.J. & Cotterill, O.J. (1994). Egg Science and Technology. New York: Food Products Press.
  • Thomas, M.J. (2000). Consumer Market Research: Does it have validity? Some Modern Thoughts. Marketing Intelligence & Planning, 15(2), 54-59.

Merchandising Uygulamalarının Alt Dalı Olarak Raf Yönetimi Stratejilerinin Önemi ve Geleceğine Üzerine Bir Teorik Tartışma

Year 2021, Volume: 5 Issue: 2, 178 - 188, 31.12.2021
https://doi.org/10.35342/econder.971238

Abstract

Post-modern tüketici davranışları ve kalıpları pazarların hızla büyümesine ve derinleşmesini sağlamaktadır. Ancak aynı zamanda markalar arası rekabetin de hızla arttığı görülmektedir. Bu değişimler sonucundan pazarlama alanında birçok yeni alanlar ortaya çıkmakta ve pazarlara ilişkin çok daha özellikli alanların incelenmesini ve onlara ilişkin teorilerin geliştirilmesini gerektirmektedir.
Merchandising olarak da adlandırılan mağaza bilimi ve uygulamalarının bir alt dalı olarak raf yönetimi stratejileri ve teorisi de bu gelişmekte olan alanlardan bir tanesidir. Bu bağlamda öncelikle Post-Modern tüketici davranışları ile teorik arka plan oluşturularak çalışmanın önemine işaret edilmiştir. Ardından merchandising ve raf yönetimi stratejilerine ilişkin bir literatür taraması yapılmıştır. Literatür taraması sonucunda ulaşılan bilgiler doğrultusunda bu alanın günümüzdeki yapısına ilişkin tespitler yapılmıştır. Sonra olarak ise Post-Modern toplum, Postmodern bilim ve pazarlamadaki güncel gelişmelere bağlı olarak raf yönetimi stratejileri uygulama ve teorisinin geleceğine yönelik teorik, pratik ve yöntemsel öngörülerde bulunulmuştur. Çalışmada ulaşılan sonuçlar göstermektedir ki bir maliyet unsuru olarak ortaya çıkan raf yönetiminin pratikte harcamaların daha etkin ve etkili yönetimi için önem kazanacağı öngörülmüştür. Bu gelişmelere bağlı olarak pratikle uyumlu olmak için pazarlama teorisinde de Postmodern bilim anlayışı çerçevesinde inter-disipliner yöntemlerle bilimsel bir derinleşmenin gerçekleşeceği öngörülmüştür.

References

  • Alvesson, M. (1995). The Meaning and Meaningless of Postmodernism: Some Ironic Remarks. Organization Studies, 16(6), 1047-1075.
  • Anderson, E.E. & Amato, H.N. (1974). A Mathematical Model for Simultaneously Determining the Optimal Brand-Collection and Display-Area Allocation. Operations Research, 22(1), ss. 13-21.
  • Aydoğan, B. (2007). Pazarlama Biliminde Stok ve Raf Yönetimi Tüketim Malları Grubunda Market ve Hipermarketlerde Uygulama. Selçuk Üniversitesi Sosyal Bilimler Enstitüsü Doktora Tezi.
  • Bauman, Z. (1988). Sociology and Postmodernity. The Sociological Review, 36(4), 790-813.
  • Bhalla, S. & Anurag, S. (2010). Visual Merchandising. New Delhi: Tata McGraw Hill.
  • Bianchi-Aguiar, T., Silva, E., Guimaraes, L., Carravilla, M.A. & Oliveira, J.F. (2018). Allocating Products on Shelves Under Merchandising Rules: multi- level product families with display directions. Omega, 76(1), 47-62.
  • Bultez, A. & Naert, P. (1988). S.H.A.R.P.: Shelf Allocation for Retailers’ Profit. Marketing Science, 7(3), ss. 211-231.
  • Danermark, B., Ekström, M. & Karlsson, J.C. (2019). Explaining Society: An Introduction to Critical Realism in the Social Sciences. Critical Realism: Interventions, Archer, M. vd. (Eds.), London: Routledge.
  • Ene, S. & Bozkaya, B. (2018). A Research on Consumer Perceptions Towards Packaging in the Shopping Process. Marmara Üniversitesi Öneri Dergisi, 13(50), 1-15.
  • Ha, Y. & Lennon, S.J. (2010). Online Visual Merchandising (VMD) Cues and Consumer Pleasure and Arousal: Purchasing Versus Browsing Situation. Psychology & Marketing, 27(2), ss. 141- 165.
  • Hwang, H., Choi, B. & Lee, G. (2009). A Genetic Algorithm Approach to an Integrated Problem of Shelf Space Design and Item Allocation. Computers & Industrial Engineering. 56(3), ss. 809- 820.
  • Karabıyık, H.Ç. (2020). Pazarlamaya Psikolojik Bir Yaklaşım: Merchandising Uygulamalarını Çıpalama Teorisi Bağlamında İnceleyen Deneysel Bir Araştırma. Necmettin Erbakan Üniversitesi Sosyal Bilimler Enstitüsü Doktora Tezi.
  • Karabıyık, H.Ç. & Elgün, M.N. (2021). Persuading Consumers to Pay More by Using Anchoring Manipulations in Stores: An Interdisciplinary Experiment on Merchandising and Anchoring Theory. İnsan ve Toplum Bilimleri Araştırmaları Dergisi, 10(1), 877-911.
  • Kotzan, J.A. & Evanson, R.V. (1969). Responsiveness of Drug Store Sales to Shelf Space Allocations. Journal of Marketing Research, 6(4), 465-469.
  • Kvale, S. (2003). The Church, the Factory and the Market: Scenarios for Psychology in a Postmodern Age. Theory & Psychology, 13(5), 579-603.
  • Lal, R., Little, J.D.C. & Villas-Boas, J.M. (1996). A Theory of Forward Buying, Merchandising, and Trade Deals. Marketing Science, 15(1), 21-37.
  • Lewin, K. (1952). Field Theory in Social Science: Selected Theoretical Papers by Kurt Lewin. London: Tavistock.
  • Little, J.D.C. (1998). Integrated Measures of Sales, Merchandising, and Distribution. International Journal of Research in Marketing, 15(5), 473-485.
  • Loewenstein G. & Elster, J. (1992). Choice Over Time. New York: Russel Sage Foundation.
  • Mills, K.H. & Paul, J.E. (1988). Applied Visual Merchandising. New Jersey: Prentice Hall.
  • Parker, M. (1992). Post-Modern Organizations or Postmodern Organization Theory?. Organization Studies, 13(1), 1-17.
  • Rennhoff, A.D. (2004). Paying for Shelf Space: An Investigation of Merchandising Allowances in the Grocery Industry. Food Marketing Policy Center Research Report Series, Connecticut: University of Connecticut Department of Agricultural and Resource Economics.
  • Rosenau, P.M. (1992). Postmodernism and the Social Sciences. New Jersey: Princeton University Press.
  • Stadelman, W.J. & Cotterill, O.J. (1994). Egg Science and Technology. New York: Food Products Press.
  • Thomas, M.J. (2000). Consumer Market Research: Does it have validity? Some Modern Thoughts. Marketing Intelligence & Planning, 15(2), 54-59.
There are 25 citations in total.

Details

Primary Language Turkish
Subjects Business Administration
Journal Section Articles
Authors

Mahmut Nevfel Elgün 0000-0002-8380-886X

Hüseyin Çağatay Karabıyık 0000-0002-1898-5907

Publication Date December 31, 2021
Published in Issue Year 2021 Volume: 5 Issue: 2

Cite

APA Elgün, M. N., & Karabıyık, H. Ç. (2021). Merchandising Uygulamalarının Alt Dalı Olarak Raf Yönetimi Stratejilerinin Önemi ve Geleceğine Üzerine Bir Teorik Tartışma. Econder International Academic Journal, 5(2), 178-188. https://doi.org/10.35342/econder.971238

Econder International Academic Journal is  an international, peer-reviewed multidisciplinary journal dedicated to publishing scholarly articles on all aspects of Economy and Business. Available online and published two times a year, the journal aims to become one of the leading platforms in the world for new findings and discussions of all fields of Economy and Business.


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