Plansız Satın Alma Üzerinde Raf Yönetiminin Etkisi: Kütahya Sera AVM’de Bir Araştırma
The Effect of Shelf Management on Impulsive Buying: A Research in Kutahya Sera Mall

Summary/Abstract: There are several alternatives that businesses can use when directing consumers to buy impulsive. In the literature on impulsive buying, shelf management is often mentioned superficially while the elements such as music, colour or price in the store are emphasized. Therefore, in this study, it is aimed to investigate whether shelf management is effective on impulsive buying or not. In the field research, data collected via survey from 400 customers who are shopping in Kutahya Sera Mall were used. In the data analysis, firstly reliability analysis is performed and then factor analysis is applied to variables. Regression analysis is also performed to test the effect of shelf management dimensions on impulsive buying. As a result of the regression analysis, it is concluded that “in-store shelf placement and layout dimension” and “label usage and management dimension” have a statistically significant effect on impulsive buying while the “directing the shelves and product display dimension” doesn’t have a statistically significant impact on impulsive buying. According to these results, it can be suggested that the corridors should be expanded and made comfortable, layout of shelves should be designed to make shopping easier and faster as well as arrangements should be made to display product in a height and width which is easily accessible by customers in order to direct consumers to impulsive purchases in stores.

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