Mağaza yerleşim düzeninin tüketici davranişina etkileri: Bir teknomarket örneği.

Consumers' experience in the retail stores is a relational process which can be explained as their interaction with space, products and the other people. The study which is presented in this paper deals with the relation between "consumption space" and "consumers' behavior" in the framework of "Environment-Behavior Studies" (EB). The purpose of the study is to examine the relation between "architectural layout", "consumer behavior", and "marketing strategies" in retail store spaces. Through the case study, the effect of spatial layout on shopping experience is examined, the impact of configuration on spatial perception, interaction between the customers and products, and buying behavior is discussed. Within the case study which is done in an electronics store, 620 customers' moving patterns in the store, and their interactions with products were observed by using "observation with cameras" and "space syntax" methods. By means of four parameters which are determined in the scope of this study; the characteristics of different points within the store space are defined, and the effects of these defined characteristics on consumer perception and consumer behavior are introduced upon measurable data by comparison of these parameters. Study tries to understand the effect of architectural space on consumer perception and customer-product interaction depending upon layout configuration and space organization; and discusses the possibility of its definition as a part of the marketing strategy. In this study, the effects of the architectural layout on consumer behavior are discussed in the framework of the conceptual model. In electronics stores, while customers are making desicions of where to go, meanwhile they try to get information about the products they will purchase or examine. Therefore, they are not only in close relation with the physical environment, but also with the product itself. The electronics store which is selected to investigate the underlined issues and their relationships is "Tekno-SAIstinye" store, which is located inside of the Istinye Shopping Mall in Istanbul, and is one of the 230 stores of this institutional brand. The case study was carried out in four stages, which are explained below; • "EPartition Line" and "Isovist" analyses were applied by "Space Syntax" method to find out the configurational properties of space (Information about epartition lines was obtained by activating a space syntax software called "Spatialist" of Georgia Tech. Univ., USA). • Analysis of the "Architectural Layout" was used to determine different "Locational Values" of the retail store. • The method of observation by means of "camera records" was used to present the frequency and duration of "interaction" between the customer and product. • Data accessed from the archives of marketing department were used to reveal the quantity of sold products and to discover the "Consuming Value". The outcomes obtained from the four stages of analysis provided definitions of different points' characteristics of space. Results show that spatial layout of the retail store affect spatial perception and consumer behavior. It's found that more products were purchased from more integrated spaces of the store. Surprisingly no interrelation was found between interaction with product and integration of spaces. It's suggested that general location (locational value) in terms of entrance location and cashbox location may be more affective than integration of different points in layout. In this sense, perception level of the store affects consumer behavior depending on architectural configuration and spatial layout. Results of this study provide clues about the relation between architectural configuration and inner-shopping behavior. By means of this study, a conceptual framework is created which combined the fields of "Architectural Design", "Consumer Behavior Studies" and "Marketing Strategies". This study aims to fill the gap in the literature that is about effect of architectural layout on shopping behavior and experience, and discusses the efficiency of architectural layout on the interaction of consumer and retail store spaces. Besides, the exploration of the relations between underlined concepts come into question for understanding the architectural design performance of consumption spaces. [ABSTRACT FROM AUTHOR]