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Journals / Business and Management Studies: An International Journal / 2021 / Cilt: 9 - Sayı: 1

An examination about merchandising: How merchandising should be defined as a theory and practice?

Merchandising üzerine bir inceleme: Bir teori ve pratik olarak merchandising nasıl tanımlanmalı?

Hüseyin Çağatay KARABIYIK
Mahmut Nevfel ELGÜN
Pages
155–163
Publication Date
2022-11-06
DOI
—
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AI Summary & Key Takeaways

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

So, thisstudy suggests a new definition of the merchandising concept to enhance both practise and theory.

📌 3 Key Takeaways

🎯
Objective & Hypothesis:Discussions about the components, definition and conceptual frame of merchandising are stillongoing in the literature.
📊
Key Findings & Data:As a result, thisstudy defined the merchandising concept as "a theory and practice that makes the consumers'sensations align with components of all online and physical stores –provided that it interactivelycomplies with the monolith marketing strategies- to fulfil their purchasing behaviour.
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Conclusion & Impact:So, thisstudy suggests a new definition of the merchandising concept to enhance both practise and theory.
🔬Design:Review & Systematic Survey
📍Scope:Comprehensive Sample
⚙️Variables:Domain Parameters

Abstract

Discussions about the components, definition and conceptual frame of merchandising are stillongoing in the literature. On the other hand, these uncertainties prevent the scientific deepening ofmerchandising. So, studies that determine the conceptual frame of merchandising have becomenecessary to remove the obstacles. In this context, this study aims to make a new comprehensivedefinition of the merchandising concept after a merchandising literature review. As a result, thisstudy defined the merchandising concept as "a theory and practice that makes the consumers'sensations align with components of all online and physical stores –provided that it interactivelycomplies with the monolith marketing strategies- to fulfil their purchasing behaviour. Finally, thesuggested definition was separated and explained to support the approach of this study. So, thisstudy suggests a new definition of the merchandising concept to enhance both practise and theory.

Özet

Merchandising bileşenleri, tanımı ve kavramsal çerçevesine ilişkin tartışmalar literatürde tartışılmaya devam etmektedir. Öte yandan bu belirsizlikler merchandising alanında bilimsel derinleşmeyi de engellemektedir. Bu yüzden merhandising’in kavramsal çerçevesi, tanımını belirlemeye yönelik çalışmalar bu engellerin kaldırılması için bir gereklilik haline gelmiştir. Bu bağlamda, bu çalışmanın amacı bir literatür taramasının ardından merhandising kavramına yeni kapsamlı bir tanım yapmaktır. Sonuç olarak bu çalışma merchandising kavramını “-marka ve/veya ürünlerin tüm pazarlama strateji ve kararlarıyla interaktif bir ilişki ile uyumlu olmak kaydıylasatışın gerçekleştiği fiziksel ve sanal tüm noktalarda tüketicilerin satın alma davranışını gerçekleştirmesini sağlamak amacıyla mağaza bileşenlerini tüketici duyu ve algılarına yönelik uyumlaştırma” olarak tanımlamıştır. Son olarak literatüre önerilen tanım desteklenmek için parçalanarak her bir parça ayrı ayrı açıklanmıştır. Bu çalışma hem pratik hem de teorik anlamda merchandising kavramını desteklemek için literatüre yeni bir tanım getirmiş ve onu açıklamıştır.

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Cite This Article

KARABIYIK, H. Ç., ELGÜN, M. N. (2022). An examination about merchandising: How merchandising should be defined as a theory and practice?. Business and Management Studies: An International Journal, Cilt: 9 - Sayı: 1, 155–163. https://ajindex.com/articles/649218

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