Author/Authors :
YAPRAKLI, T. Şükrü Atatürk Üniversitesi - Iktisadi ve Idari Bilimler Fakültesi (İİBF) - İşletme Bölümü, Turkey , DENİZ, Arzu Atatürk Üniversitesi - Açıköğretim Fakültesi - İşletme Bölümü, Turkey
Title Of Article :
KATEGORİ YÖNETİM FAALİYETLERİ YOĞUNLUĞUNUN KATEGORİ PERFORMANSI ÜZERİNDEKİ ETKİSİ: ERZURUM’DAKİ PERAKENDECİ İŞLETMELER ÜZERİNDE BİR SAHA ARAŞTIRMASI
Abstract :
Today category management became a retail selling method that is often used by companies to meet cosumer needs changed by technology and reach selling and profit goals. Hence companies must continously consider time and effort that they spend on category management activities and how they are successful in reaching goals. Because companies’ category management activities intensity effects their category performance. In this study it was aimed to determine the effect of category management activities intensity on category performance. For this aim a questionnaire was conducted to big/medium scaled companies’ managers which work in Erzurum. According to results, the intensity of performance goals and shelf arrangement, advertisement and promotion, order quantity/time and cupon programs activities effect positive the category performance. In addition, retailer’s marketing expertise and market share effect positive the performance too.
NaturalLanguageKeyword :
Retailing , Category Management Activities , Category Performance
JournalTitle :
Journal Of Economics and Administrative Sciences, Ataturk University
