İstanbul'da perakende ticaretin gelişimi ve uzmanlaşmış alışveriş merkezlerinden yapı-hobi marketler

Abstract

Perakende ticaret kavramı, tarih içinde gelişip çeşitlenmiştir. Açık pazarlar, dükkanlar (mağazalar, dükkanlı yollar) alışveriş merkezleri perakende ticaretin gerçekleştiği başlıca mekanlardır. Alışverişin perakende ticaretin merkezleşmesinin getirdiği yararların başında, müşterinin her aradığım bir arada bulabileceği bir mekan oluşturması ve bunun sonucunda müşteriye çok zaman kazandırmasıdır. Zaman da şehirde yaşayanın hızlı çalışma temposu içinde çok az ve değerli bir kaynaktır. O nedenle bu tür merkezler şehir merkezinden çok uzakta olsa bile oraya gitmeye değecektir. Alışveriş mekanları, üretim tekniklerindeki gelişim ile çeşitli kollarda ihtisaslaşmışlardır. Hobi marketler bunların en hızlı gelişeni ve güncel olanıdır. Uluslararası birçok firma Türkiye pazarına İstanbul metropolitanından girmeye başladılar. Türkiye büyük bir tüketici potansiyeline sahip iyi bir pazardır. Yavaş yavaş bu yapı-hobi marketler Anadolu' ya da yayılmaya başladı. îlk adımı Koçtaş Ege' ye hitap eden bir formda İzmir' de açtı. Bölgesel Nalburlar Hipermarketleri Projesi gündemde. Sonuç olarak Türk pazarı her türlü tüketime açık bir dünya pazarı olduğundan, perakende ticaret içerisindeki her türlü ihtisaslaşma özellikle metropollerede rahatlıkla kabul görebileceklerdir.

While we reach the end of the 20th century, rapid changes in technology, revolutions in transportation and communication systems have caused many changes in human life. These changes that have social, economic and cultural dimensions effected the spaces on every stage of life. Differences in spaces in progress is a result of re-shaping of data human get. The organization of housing, working, communication (transportation) and recreation areas which are basic activities of human happened on has also widely effected by technological developments. The shopping spaces which are located among the working an housing spaces of human has reached today's situation after great changes by the time. Shopping is also a daily activity that every modern body attend it. Spaces on which this activity happens has an important role in social life. Retailing methods and shopping patterns have changed to keep abreast with rapidly changing social conditions. Recent causes for changes have been: 1- Increases in population and in the level of personal earnings. 2 -Increase in private and decrase in public transport facilities. 3 -The development and wider personel ownership of labour saving devices and food storage equipment such as microwave ovens and freezers. 4 -The development of credit cards and credit purchasing schemes. 5 -Larger scale and more sophisticated forms of advertisement. 6 -The increased range of goods available because of technological The developments and international trading. These factors have influenced changes in shop planing and retailing methods. The scope of this research is the progress and development phases of the shopping spaces until today, centralization and specialization of today's shopping spaces. Do-It- Yourself stores which demands wide spaces horizontally is a very good example for specialist shopping spaces. Such kind of shopping places has been established especially since 1994. The objects of this thesis can be summarized as: ? Specify the properties of districts of Do-It- Yourself (DIY) stores, ? Social ID 's of DIY store customers, ? Obtain the location criteria of DIY stores in city spaces. The research has composed of five sections : In the first section, the aim and the scope of research and methods followed to reach the solutions. In the section two, shopping concept which is the base of the research explained, the information about the historical development of shopping spaces and types are given. In this section also, development of trade function in Istanbul and places of shopping spaces in Istanbul mentioned. Development of Istanbul Central Business Area (CBA) and formation of sub-centers are considered. About the subject, decisions in Istanbul Metropolitan Area 1/50000 scale Master Plan Report has been mentioned and evaluated. XI The third section mentioned about development of DIY stores which are a kind of specialist shopping and location choices of them in the Istanbul Metropolitan Area. Relationship between transportation network, housing area, trade functions area, CBA and sub-centers, car-park areas and location of DIY stores in Istanbul has be examined and data about choice of location has been tried to hold. In the section 4 you will find area research diagnosis, evaluation of researches and graphical based explanations. The final section is the general evaluation of the study and is the section in which the criteria, standards and suggestions about DIY stores' location choice that produced via the data obtained. Along with the ages, human always find a way to shopping. At first, primitive people did it by exchanging the goods but together with the development of production technologies, usage of money had been an obligation. Now, money is still used as the basic exchange unit. Spaces in which shopping action happens has always a social, cultural and recreational dimension. In the ancient Greek cities, the market area placed in "Agora" had lived with the social and cultural activities. The "Forum" of Roma also has the same properties. Even for safety of pedestrians attend social, cultural and shopping activities, forum was closed for wheeled vehicles. This also the first pedestrian study of shopping areas of time. Afterwards, related units came together and formed shopping streets. Formerly, retailing centers was placed in the city center but with the increase in population and density, invention and widely use of automobile and industrial revolution, people extended to the suburb and new retailing centers placed at the cross point of main transportation arterial where population developed at the outside of the city center. Increase in prices of XII lands at city centers difficulties of finding unused large areas has forced away from city centers to large areas outside of city which have links to highways. By the way subcenters has been formed. Firms got chance to supply all convenient and comparable demands of consumers by using large areas at subcenters. To arouse interest, firms establish resting, dining and entertainment centers as well. While shopping centers increase in numbers, because of increase on product variety some product shopping branches become specialist and demanded wider areas. DIY stores, office stores, home stores etc. DIY stores which are the base research subject of the thesis shall be mentioned on forward. Progress that lived in shopping is also valid for Istanbul which has a very beautiful natural structure and a wonderful mix of culture. If we have a look at the progress of Istanbul in the Ottoman Empire period, we can see organized shopping centers (called "Çarşı") with completed infrastructure. The historical peninsula is the nucleus of the trade and trade has developed here. Istanbul CBA lived the congestion and crisis that all old city lived and along with the progress many reasons caused retailing to pass to the subcenters. Results of latest researches shows that CBA loses manpower population. Shopping centers in Istanbul are placed in sub centers which rises via decentralizing of CBAs. Points which are close to the consumers and present several transportation alternatives becomes action centers. Shopping centers presents resting and entertainment areas, cafes, restaurants, cinema and sport saloons, game-entertainment saloons as well as parking areas to their customers to verify them to spend more time there. On Asian side Capitol and on the European side Galleria is the one of such shopping. We XIII can also mention about centers which are entertainment-specialist e.g. Tatilya in Istanbul. This centers have trade purpose behind the fun. When locations of shopping centers in Istanbul considered, on Asian side Capitol, (Carrefour, Migros, Götzen, AS200 - DIY stores), on European side Galleria, Carousel, Çarşı, Akmerkez, (Götzen, Planet, Mr. Bricolage - DIY stores) can be seen. The basic problem of shopping centers is accessibility. Therefore, they want to use main transportation arterial or highways. While Capitol, Galleria, Carousel, Çarşı, Akmerkez has a line to city ways, Metro and Carrefour are on E-5 highway. Quality level of the medium presented to customers, wish to live in that medium depends on the design of shopping center. DIY stores which are a branch of specialist shopping centers have arisen with the philosophy of living the life fast and time shortage because of this mind and a result of wish to minimize the home improvement costs with the " DO IT YOURSELF" slogan. Conventional little warehouses came together to form greater DIY stores in larger areas by presenting product variety. Aim of DIY stores is direct people to do maintenance of their houses by themselves. Also by means of including housewives in the target, DIY stores widens their ranges to house and garden equipment and decoration materials. Lots of pet materials and equipment have large placement in DIY stores that are located in Europe. Totally five firms established in Istanbul since 1993. Third of these firms' head offices are in Germany and France. In Germany there is one DIY store for every 35 000 people while this value was 50 000-60 000 people per DIY store because of population. But in Turkey this value rises to 1 000 000 people per DIY store. A DIY store needs minimum 1500-2000 m2 closed area for presentation, 600-800 m2 closed warehouse and 1000-1500 m2 open presentation area and car-park at least for 300 vehicles. The weight of XIV the goods they sell don't enable them to build on vertical direction but only widen on horizontal direction. They usually issue agreements with other companies for customer to supply them food, beverage and social activity. According to manager questionnaires, the most important point for selection of place after holding necessary population is to be close to city centers and easy transportation. To be with an shopping center is an advantage but not a must. DIY stores support trade activities in their location. Due to they sell on cash, their target market is people who have medium or high level income. However they use credit card commonly. Most of customers prefer the DIY stores for large product variety and easy transportation and visit DIY stores with their family for this reason high women - especially housewives- population is appeared. Usually mid-age people are interested in DIY stores and they mostly reach their own cars. DIY stores can be used for recreational purposes in shanty improvement areas or in service areas recovered from industrial areas as well as shopping centers that used for recreation of cities after World War II. Especially if it is located with a trade center, it can be support around economically and bring a physical improvement with it.