Gıda piyasasında perakendeci-toptancı ilişkilerinin incelenmesi

Abstract

Bu çalışmanın amacı, dağıtım kanalı sistemi içinde yer alan perakendeci ile toptancı kurumlarını ilk aşamada bireysel olarak incelemek, ikinci aşamada perakendeci ve toptancılar arasındaki ilişkileri, Türkiye'de önemli bir yere sahip gıda ve bakkaliye ürünleri piyasasında yapılacak araştırma uygulamasının desteğiyle saptamak ve gerekli önerileri yapmaktır. Çalışmanın ilk bölümünde,kısaca genel olarak dağıtım kanalları sistemi hakkında bilgiler verildikten sonra, dağıtım kanalı türleri kısaca anlatılmış ve çalışmanın amacına daha yakın olduğu düşünüldüğünden dağıtım kanallarında çatışma ve bütünleşme konularına ayrıntılı olarak yer verilmiştir. Çalışmanın ikinci bölümünde, daha önceki bölümde kısaca anlatılan dağıtım kanalı üyelerinden özellikle toptancılar ve perakendeciler üzerinde durularak, fonksiyonlarının ayrıntılı olarak anlatılmasından sonra aralarındaki ilişkiler, elde edilen bilgiler ölçüsünde anlatılmaya çalışılmıştır. Çalışmanın, araştırma uygulamasını kapsayan üçüncü bölümde ise, önceki bölümlerde sağlanan bilgiler yardımıyla önce, örnek olarak seçilen Rami Gıda Pazarı çalışanları ve Metro Eross market yöneticileri ile yüzyüze mülakat yapılmış ve uygulamanın toptancı yönü ile ilgili sonuçlar saptanmıştır. Mülakat çalışmasını takiben, ön görüşmeler sonucu hazırlanan anketler yardımıyla İstanbul'daki bakkalların, toptancı-perakendeci ilişkilerindeki düşünceleri saptanmıştır. Uygulamanın son aşamasında ise, sonuçlar değerlendirilerek yapılabilecek öneriler ortaya konmuştur.

The purpose of this study is firstly, to investigate the role of retailers and wholesalers in distrubition channels and after this stage, to investigate relation ships between retailers and wholesalers grocery and food industries which have very important position in Turkish Industry. Finally, reseach has been made in Istanbul region to support all knowledges that has been obtained. In first chapter, shortly, information is giwen about distribution channel systems. As it is known, distri bution channels are pipelines of firms and marketing systems. Therefore, all knowledges about target market and customers or complains about product, price, promation are implemented through using distribution channels. Unless they are used in the effective way, the marketing system which is used by firms can collapse. As it is examined the distribution channel system, It can be seen easily that it is very complex system. Firstly, relationships between channei members are too difficult to understand and to examine. Secondly, all channel members have different behaviours against customer or each other on the other hand, there are a lot of ways a to build up the distribution channel system. Everyone is diffrent from each other. For example; where as some of them can use only producer and customer, the others can use producer middlemen and customer all together in a diffrent way. So, it can be found various ways to build up and Operate a distribution channel. vm Also, some diff riencies can be shown-:, as it depends on the marketing product. For example, it generally can be used producer-middleman (whole saler, retailer, etc)- customer system to build up the distribution channel for food and grocery industries. After this stage in first chapter, it is invastigate d the conflict or cooperation in distribution channels, because it is very important part of this study. As it has been mentioned above, distribution channels systems are too complex and too difficult to make up relationship between channel members. Therefore, conflict or cooperation in distribution channel can be the most important part of the channel relation to keep the channel effective and useful'. As it is known, there are two diffrent types conflict or cooperation in distrubitiion channels. One of them is vertical conflict or cooperation which is more important an effective than horizontal one and it is accomplised more intensitively than horizontal conflict dt cooperation. Vertical conflict or cooperation can be accomplised at diffrent 1 eve-its and members, of distribution channels. So, if it is a conflict, it can create pretty serious problems in the channel and at the end, the channel may collape or divert the directionit has been following. On the other hand, channel members who created the conflict or problem can be eliminated and channel relations can be less effective and useful, than before. On the other hand, all channel members can come together and build up good relationships each other, the channelcan work effectively and accomplished problems can be solved as easy as possible and the effectiveness of channel - let become more. According to some previous studies, channel conflict has three different effects on channel efficiency: First one is that channel conflict has pos~ itive effect on the operating osrformance of the channel members and xx channel efficiency. Second one is that channel conflict has a negative effect on operating performance of the channel members and channel efficiency. Last one is that channel conflict has the lowest level effect on the operating performance of the channel members and channel efficiency. As it is examined, vertical channel conflict generally has a negative effect on the channel efficency and it must be ended cjuickly. As it is accomplished less than vertical channel conflict or cooperation, horizontal conflict or coopera tion is also important, esspically in competitive industries such as food and grocery industries, because it usually comes into existence some industries which have inten-sive types of products. Whenever one of companies makes a decision which is about to add new product on their product group which has already existed it can accomplished a horizantoj conflict in the channel, but it has not as much effectiveness as the vertical conflict. In the second chapter, it is mentioned about whole selling as a system and after talking about functions and types of whole selling it is compared with the relating system. As has been mentioned before, wholesalers are members of distribution channels and they have on important role to make relation ship between producers and retailers. Wholesaling has been using since 14DD's and it has. become more important part of distrubiton channels year. by year. During history, it had to change from traditional wholesaling to modern wholesaling and also it has various types such as Cash and Carry, Dropp shippers, menchant wholesalers, mail order wholesaler etc. Therefore, the wholesaling system has been becoming bigger and bigger and relationships with the other channel members (es ;pecially with retailers) started to become more important. As it paralleled to this improvement, retailers wanted to make relationships with wholesalers. As it is known retailers and wholesalers need to contact with eachother and build up good relationships to survive in the dustribution channels. Whenever Urg serelationships break down or cut off, either the channel efficieny or their plans about the market can demolish seriously. Therefore, relationships between retailers and wholesalers must be chosenclose and continiusly. On the other hand, producers and customers shall check out interchannel relationships and hold them under their control, otherwise they can be lose their market, profit and at least their customers. In the third chapter, by using all information which has been supplied, a interwiew has been made with presen ters of wholesaling sector in food industry and following that, a survey has been made with grocers in İstanbul by using questionnaire about relationships with wholesalers. The purpose of both research was the same ' to find advantages and problems in retailer-wholesaler's relation ships. In the interview, which has been made to some whole salers at establishing in Rami Food Bazaar, has aimed to find out problems and questions of wholesalers about product and price decisions and -»?.!* + * "<-> = »-^ ««> +".-. ~.-. ~ = -n o There is. not enough control for product quality and price. Normally, Wholesalers use the market price system XI to sell their products but this market price can change easily day to day or hours to hours. Moreover, Spot market, which has been appeared intensive-kj since 19B4, is another unsolved problem for small wholesalers and retailers, because some well financed wholesalers can buy their products cheaper than small wholesalers, and sell them cheaper to retailers: Therefore, there is a unbalanced situlation in the market esp/.ecially for small wholesalers and retailers. Because of this Spot market damages relationship between all channel members and they start being in conflict. As a result of all those, spot market must be stopped as possible. In the. suTVey "" study, some questions asked grocers about relationships with wholesalers who supply their products and some democratic benefits like education level, dimensions of establishment, endor_ sement etc. In the final part of the study, it made a can culasion by using all chapters's information and some recommend ations has been given.