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Journals / Pazarlama ve Pazarlama Araştırmaları Dergisi / 2026 / Cilt: 17 Sayı: 2

OMNICHANNEL RETAILING IN TÜRKİYE: A CONTENT ANALYSIS STUDY

Türkiye'de Omnikanal Perakendecilik: Bir İçerik Analizi Çalışması

Büşra Oktay Bayhan(AKDENİZ ÜNİVERSİTESİ)0000-0002-8037-9385
Raife Meltem Yetkin Özbük(AKDENİZ ÜNİVERSİTESİ)0000-0002-2014-1850
Pages
341–368
Publication Date
2024-05-30
DOI
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AI Summary & Key Takeaways

AI Insight
⚡ TL;DR(Too Long; Didn't Read)

According to the results of the analysis almost half of Turkey's largest retailers have started to implement omnichannel strategy.

📌 3 Key Takeaways

🎯
Objective & Hypothesis:This study aims to reveal the omnichannel applications of Turkey's largest 100 retailers and to determine the prevalence of these applications by sectors.
📊
Key Findings & Data:According to the results of the analysis almost half of Turkey's largest retailers have started to implement omnichannel strategy.
💡
Conclusion & Impact:In this context, the related study revealed the status of omnichannel marketing practices of Turkey's largest retailers and has drawn a general structure.
🔬Design:Tez Özeti
📍Scope:Comprehensive Sample
⚙️Variables:Omni kanal · Tıkla ve Topla · İçerik Analizi

Abstract

This study aims to reveal the omnichannel applications of Turkey's largest 100 retailers and to determine the prevalence of these applications by sectors. Descriptive statistical techniques were used as the analysis method. According to the results of the analysis almost half of Turkey's largest retailers have started to implement omnichannel strategy. The most prevalent omnichannel application is click and collect. In this context, the related study revealed the status of omnichannel marketing practices of Turkey's largest retailers and has drawn a general structure.

Özet

Bu çalışma, Türkiye'nin en büyük 100 perakendecisinin omni kanal uygulamalarını ortaya çıkarmayı ve bu uygulamaların sektörlere göre yaygınlığını belirlemeyi amaçlamaktadır. Analiz yöntemi olarak tanımlayıcı istatistiksel teknikler kullanıldı. Analiz sonuçlarına göre Türkiye'nin en büyük perakendecilerinin neredeyse yarısı omni kanal stratejisini uygulamaya başladı. En yaygın çok kanallı uygulama tıkla ve topla uygulamasıdır. Bu bağlamda ilgili çalışma Türkiye'nin en büyük perakendecilerinin omnichannel pazarlama uygulamalarının durumunu ortaya koymuş ve genel bir yapı çizmiştir.

🔖

Cite This Article

Bayhan, B. O., Özbük, R. M. Y. (2024). OMNICHANNEL RETAILING IN TÜRKİYE: A CONTENT ANALYSIS STUDY. Pazarlama ve Pazarlama Araştırmaları Dergisi, Cilt: 17 Sayı: 2, 341–368. https://ajindex.com/articles/1301076

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