Alış-Veriş Caddeleri İle Alış-veriş Merkezlerinin Karşılaştırmalı İncelemesi: Örnek Alanlar Capitol, Akmerkez Ve Rumeli Caddesi

Abstract

Bu çalışma kapsamında alış-veriş caddeleri ve alış-veriş merkezleri, kullanıcı açısından mukayese edilmesi amaçlanmış ve insanların bu mekanlarda aradığı özellikler belirlenmeye çalışılmıştır. Kullanıcıların bu mekanlardaki davranışları ve tepkileri anket soruşturmalarıyla ölçülmeye çalışılmıştır. Örnek alanlar; Capitol ve Akmerkez alış-veriş merkezi ile alış veriş caddesi olarak Rumeli Caddesi seçilmiştir. Alış-veriş merkezleri ülkemizde yeni yeni gelişmekte olan alış-veriş mekanlarıdır, az sayıda olan bu örneklerin ne denli başarılı oldukları, alış-veriş merkezlerinin ülkemizdeki gelecekleri açısından önemli bir konudur. Bu amaçla yola çıkılarak alış-veriş caddeleri ve alış-veriş merkezleri ile ilgili tasarım ilke, standart ve kriterleri ortaya konmaya çalışılmıştır. Araştırma 6 bölümden oluşmaktadır: 1. Bölüm'de, araştırmanın amacı, kapsamı ve yöntemi açıklanmıştır. 2. Bölüm'de, alış-veriş kavramı açıklanmaya çalışılmışve tarihsel gelişim süreci içerisinde alış-veriş caddeleri ve alış-veriş merkezleri incelenmiştir. 3. Bölüm'de, alış-veriş mekanlarının özelliklerini ortaya koyabilmek için, bu mekanların tasarım ilke, standart ve kriterleri ortaya konulmaya çalışılmıştır. 4. Bölüm'de, Avrupa ve Dünyadan değişik alış-veriş mekanı örnekleri fotoğraf ve plan destekli anlatılmıştır. Alan araştırması örnek alanları tasarım ilke, standart ve kriterler açısından, alansal analizler ve fotoğraf destekli görsel bilgilerle birlikte anlatılmıştır. 5. Bölüm'de, alan araştırması bulguları, araştırma sonuçlarının değerlendirilmesi ve alan araştırması sonuçlarının karşılıklı değerlendirmesi yeralmaktadır. 6. Bölüm'de, sonuç ve öneriler yeralmaktadır.

The aim of this thesis is to compare the shopping centers and shopping streets from the view of customers(users). The qualities that people look for in these spaces has been determined. The aim of the survey was to confirm the behaviour and the reactions of the users. The design principals, standarts and the criterias of shopping centers and shopping streets has been put forward. This thesis contains six chapters. In the first part of the study, the purpose and the contents of it explanied. In the second part, the concept of shopping has been explanied and the shopping centers and shopping streets has been examined during the historical development process. In the third part, for examining the characteristics of shopping spaces, the design standarts, design criterias and principals of these space has been put forward. At fourth part, from the point of these standarts, criterias and principles the sample areas has been examined with the spatial analyses and visiual impressions that supported by photographs. The fifth parth of the thesis consist of the results of the sample areas research and the answers of the comparable questions that has been asked both in shopping centers and shopping streets has been criticized. In the sixth part the conclusions and suggestions takes place. Beginning of the 21th. century, there is a variation process in all of the world's countries. The increase of the population, the development of the technology and new, more useful transport system caused the increase of the world marketing system. XVIII In this time, it was too easy to distribute all products in world's countries and there was so many different variety of products. These two causes influenced the change of shopping culture and the change of the consumption in the world. With this big change on shopping culture, usual shops and shopping areas (streets) changed too and new shopping areas took form in big cities. Today, shopping areas aren't places where people come only for shopping but people come to the shopping areas to pass time and for social activities. The quality of the new shopping areas is different and their number increase so, a competition in shopping areas starts. Because of this big competition, shopping areas must have new and different change to attract more users. The design of a shopping area affects its attractiveness. Users prefer shopping areas which have a succesful design. The design of the shopping area influenced the number of consumers so it is important for the manager of the shop. For a succesful design, some criteria are necessary. These are:. Shopping areas locations is very important. The facility of the transport, time passed on the transport, having more transport alternatives (buses, metro etc.) influenced preferences of the users. A shopping area must have sufficient open and closed car park areas.. Users want to have a lot of alternatives of goods in a shopping area and their price is very important for them.. The security is important for consumers and the design of shops, the attitude of salesman influenced pleasure of consumers.. Restaurants, fast-food centers, social activities centers must be in a shopping area. Users don't go there only for shopping, they want to pass good time and to do social activities (cinema, sports etc.).., Climatic conditions influenced the number of consumers visiting a shopping area. In this thesis, it is observed that more useful shopping areas are shopping centers and shopping malls. But it's clear that shopping centers are more popular in this time. Consumers prefer shopping centers because of the variety of shops, social activities which are in the shopping center influenced the number of consumers. Location of the shopping center is very important. When we compare two shopping centers; one which has negative location, difficult to transport will not be preferred. xix In this thesis, there is a case study about comparaison betmween shopping centers and shopping malls. Case study areas are: Akmerkez and Capitol (for shopping centers) Rumeli Street (for shopping mall) Akmerkez and Rumeli Street are on same side of the city and there will be a net comparison between them. The comparaison between Akmerkez and Capitol is to see which is more popular, the cause of their popularity and which criteria influence their popularity. At the end of the questionnaire, in Akmerkez, Capitol and Rumeli Street Sampling Areas, some important deficiencies have been determined. Positive and negative characteristics of Capitol, Akmerkez and Rumeli Street are given below as a result of the case study :. Capitol: It's location is good, it's favourable to the shopping center's location criteria. It's accessible and shopping centre has got necessary car park. All social and shopping services are good. Nearly all of consumers are pleased to be in Capitol. There are some problems about toilets and some equipments aren't sufficient and on the 3rd. floor there is a problem of noise. All of these aren't so grave and they can be put in order. Although this deficincies, in Capitol, %88 of users can understand the plan.. Akmerkez: Akmerkez is a very big shopping center near the road. It's more popular in Istanbul but its location isn't so good because of the traffic problem and its car park (open and closed) isn't sufficient (this car park is bigger than Capitol's but there's more circulation). In Akmerkez, it's very difficult to find the direction. Its plan is very complex and consumers can't understand the place. The other consumers' complaints are about equipments and air condition. Akmerkez isn't succesful on design but it's so succesful on shopping and popularity and has got two prizes. In Akmerkez, %46 of users can understand the plan.. Rumeli Street: This shopping mall is very popular and very old street. Being near the centres Taksim, Şişli, Beşiktaş the transportation system is useful for this street. But car park problem and traffic problem is very big. If Rumeli Street was a pedestrian street, it would be more useful and users would be more happy. Before Habitat works, users wanted new equipments, etc. But now all of them are changed and for Rumeli Street the only and biggest problem is traffic. xx %90 of users want Rumeli Street to be a pedestrian street of. In Rumeli Street, %100 of users can understand the plan. In Rumeli Street and Akmerkez, half of users prefer shopping centers and other half prefer shopping malls. In Capitol, more than half of users prefer shopping centers. At the end of the case study and end of the research we can say some criteria for good and succesful design of shopping centre. These are:. Location of the shopping centre.. Accessibility to the shopping centre. Transport system (public transport is very important).. Car parks (open-closed).. Variety of goods - Variety of activities.. High quality (technology, new systems, etc.).. Not difficult plan - Easy plan and easy to understand all directions in the shopping centre.. Shopping centers are closed places. It's so important to use visual elements; water, landscape design in this closed place.. The design of the building (shopping centre) is important but the design of its parts (shops, common places) is more important than the building.. Especially for shopping centers, they need reserve area to add new stands for future need.. Entrance of the shopping centre is so important because of first idea of consumers. Some criteria for shopping mall's design:. It is necessary to separate pedestrian and traffic. It will be comfortable, safety, shopping for consumers.. For users who have got car, it is necessary to have big car parks near the shopping mall. XXI . Climate conditions can change so canvas, big umbrellas, etc. must be on the street.. Road, pavement quality is very important for people who walk.. It's useful to have stairs and platform within the shopping mall.. Restaurants, cafe, social activity centers are necessary on the shopping malls.. City equipments must be complete; phone office, wc, electricity etc.. Landscape equipments can be for visual effect. All these criteria are useful and important for shopping centers and shopping malls.