Effect of shelf management on impulsive purchasing: An application on the clients of Kütahya Sera AVM

Consumer demands and needs are constantly changing today. In addition to this, it is compulsory to increase the competition and to make the right and best shelf management of the changing enterprises in the purchasing behavior of the consumers. It is possible to appeal to the eyes of the consumers with the well-made shelf management and to allow the consumers to make an unplanned shopping. For this reason, it is very important that the relationship between shelf management and unplanned procurement is known and correctly assessed. In this study, the relationship between shelf management and unplanned procurement was analyzed and interpreted. The data were collected using face-to-face survey method from consumers who shop from an Avm located in the city center of Kütahya. In the factor analysis, shelf management is divided into three dimensions; store shelf layout and layout, shelf management and product diagnosis, label usage and management. Unplanned purchasing remains as one dimension.