Perakende mağaza konumlarının belirlenmesi için CBS tabanlı çok ölçütlü yer seçimi
GİS-based multicriteria site selection for determining retail store locations
Yazar: YASEMİN TOPÇU
Danışman: DOÇ. DR. TURAN ERDEN
İstanbul Teknik Üniversitesi / Bilişim Enstitüsü / Bilişim Uygulamaları Ana Bilim Dalı / Coğrafi Bilgi Teknolojileri Bilim Dalı
Derece: Yüksek Lisans, 2024
Konu: Bilim ve Teknoloji = Science and Technology ; Coğrafya = Geography ; Jeodezi ve Fotogrametri = Geodesy and Photogrammetry
Dizin: Beyaz eşya sektörü = White goods sector ; Coğrafi bilgi sistemleri = Geographical information systems ; Perakende satış işletmeleri = Retail enterprises ; Perakende sektörü = Retail sector ; Yer seçimi = Location selection ; Çok kriterli karar verme = Multi criteria decision making

Özet:
Artan nüfus ve çeşitlenen tüketici ihtiyacıyla birlikte özellikle hızlı şehirleşen kentlerde çok fazla ticari işletmenin açılmasıyla doğru yer seçimi konusu her geçen gün daha fazla önem kazanmaktadır.
Hızla değişen ve gelişen teknolojiyle birlikte özellikle beyaz eşya sektöründe gerçekleşen ilerlemeler tüketicilerin ihtiyaçlarını şekillendirmekte ve ev teknolojilerini dönüştürmektedir. Bu dönüşüm paralelinde tüketici ihtiyaçlarını karşılayacak mağaza yatırımları oldukça stratejik bir noktaya ulaşmıştır. Ticari kuruluşların avantajlı rekabet imkanı yaratması ve yatırımın geri dönüşünü artırmasında yer seçimi en temel taşlardandır. Bu sebeple doğru yer seçimi tüm kuruluşlar için ortak ve en önemli kararlardan birisidir.
Bu kapsamda yer seçimi sürecinde doğru lokasyon seçimi CBS ve Çok Ölçütlü Karar Analizi Yöntemleriyle daha isabetli olmaktadır. Çok Ölçütlü Karar Analizi Yöntemleri genellikle karmaşık karar süreçlerini yönetmek, farklı kriterleri değerlendirmek ve önceliklendirmek için kullanılır. Bu yöntemler, analitik düşünceyi teşvik etmek, süreçleri şeffaflaştırmak ve daha bilinçli kararlar almak için tasarlanmıştır. Bununla beraber doğru yer seçiminin kriterlerinden demografik yapı ve rekabet analizi büyük önem arz etmektedir. Demografik yapı analiziyle lokasyonda açılacak mağazanın hedef kitlesini, rekabet analiziyle ise rekabetteki avantaj ve dezavantajlar tespit edilebilmektedir. 
Bu çalışmada beyaz eşya sektöründe mağaza yer seçimi için, demografik verilerle birlikte beyaz eşya ve diğer perakende noktalarıyla rekabet analizleri yapılarak beyaz eşya mağazaları için en uygun lokasyonlar tespit edilmiştir. Çalışma alanı olarak İstanbul ilinde hızla konutlaşan ve ticari dönüşüm yaşayan Çekmeköy ilçesi seçilmiştir.
Çalışmada İstanbul ili Çekmeköy ilçesini kapsayan mahalle ölçeğinde Toplam Hane Sayısı (Adet), Ortalama Hane Geliri (TL / Ay), Mobilya, Ev Aletleri ve Ev Bakımı Harcaması (TL / Ay), Toplam Nüfus 2025 Değişimi (Kişi) demografik verileri kullanılmıştır. Ek olarak mahalle ölçeğinde Beyaz Eşya Mağazaları, Ev Ürünleri ve Dekorasyon Mağazaları, Diğer Perakende Mağazaları, Ulaşım Noktaları ve Perakende Caddeleri çalışma kapsamına dahil edilmiştir.
Verilerin birbiri ile örtüştürülmesinde Grid Modelleme yöntemi kullanılmış olup 500x500 metre gridlere bölünerek puanlama yapılmıştır. Gridlerin ağırlıklandırılmasında uzman görüşleriyle birlikte En İyi En Kötü Yöntemi (BWM) kullanılmıştır. Mevcut Perakende Caddeler verisiyle de beyaz eşya mağazaları için en uygun yer tespitinde uygunluğu incelenmiştir. Kriter ağırlıklarının tutarlılığını test etmek amacıyla duyarlılık analizi yapılmıştır.

Abstract:
Correct site selection is becoming increasingly important, especially in rapidly urbanizing cities, due to the growing population and changing consumer needs. This importance becomes even more pronounced in sectors evolving rapidly due to technological advancements, such as the household appliances industry, where the right site selection is crucial.
Advancements in technology continuously change consumers' needs and expectations, necessitating the strategic positioning of retail stores. The correct site selection for commercial establishments not only provides a competitive advantage but also enhances the return on investment. Stores located in the right places offer easy access to potential customers, are situated in areas with heavy foot traffic, and are positioned where they can attract customer interest.
Therefore, site selection holds strategic importance for every commercial establishment and should be meticulously addressed as part of the organization's overall strategy. Factors such as demographic data, competitive analysis, and traffic flow should be taken into account during the site selection process, and an analytical approach should be adopted when making decisions. This way, a successful site selection strategy can be formulated, ensuring the long-term success of the organization.
Methods like Geographic Information Systems (GIS) and Multi-Criteria Decision Analysis (MCDA) enhance the decision-making process by making it more informed and effective. GIS is a powerful tool used for analyzing and visualizing geographic data. It is employed to map, analyze, and support the decision-making process during site selection by mapping out factors involved in the process. MCDA methods, on the other hand, can effectively manage complex decision-making processes. These methods prioritize different criteria and encourage an analytical approach to decision-making. They facilitate a more structured decision-making process by evaluating various criteria and prioritizing them accordingly. Moreover, by increasing transparency, MCDA methods enable more informed decision-making and allow stakeholders involved in the process to understand how decisions are made, leading to more conscious decisions.
The effective utilization of MCDA methods in complex decision-making processes is a significant advantage. These methods make decision-making more structured by considering and prioritizing different criteria. By adopting an analytical approach, they assist decision-makers in making decisions based on objective data. Additionally, by increasing transparency, they enable stakeholders to better understand how decisions are made, leading to more informed decisions. Therefore, MCDA methods can be regarded as an important tool for coping with complex decisions.
Demographic analysis, one of the criteria for correct site selection, is essential for determining the target audience of the store to be opened. This analysis helps in selecting the right location by identifying the demographic characteristics, purchasing power, and consumption habits of potential customers. Demographic analysis is utilized in various fields such as determining the potential customer base in a region, conducting market research, developing social programs, and allocating resources. Understanding the demographic structure of a particular area supports the effective planning and implementation of policies and services tailored to that region.
Competitive analysis is another crucial factor in the site selection process. It is used to understand the competitive advantage of the store to be opened by evaluating the presence and strength of potential competitors. This analysis identifies potential advantages and disadvantages, aiding in making strategic decisions. The focus of this study on the Çekmeköy district of Istanbul provides a realistic and contemporary context for the site selection process. As a rapidly growing and commercially transforming district, Çekmeköy offers various attractive opportunities for the retail sector.
Firstly, the rapid urbanization of Çekmeköy increases the population and consumer potential in the area. New residential areas and increasing population may expand the potential customer base for retail businesses.
Secondly, as a district undergoing commercial transformation, Çekmeköy offers opportunities for new shopping centers, commercial areas, and businesses. Redeveloped areas and infrastructure projects will bring new business opportunities for the retail sector.
Furthermore, Çekmeköy's transportation connections and location relative to other parts of Istanbul are noteworthy. The district's transportation network and proximity are crucial for being easily accessible to potential customers.
A rapidly growing and changing area like Çekmeköy can provide significant opportunities for the retail sector. Therefore, focusing the site selection process on this dynamic and developing district can help businesses better understand current market conditions and customer demands, contributing to the development of a successful store positioning strategy.
Correct site selection is crucial for stores operating in the household appliances sector. The use of demographic data in this process plays a critical role in identifying the potential customer base. Relevant demographic data may include factors such as the number of households, income levels, and age distribution in the area. Analyzing this data helps determine which areas have a concentration of potential customers and which areas are more attractive.
Furthermore, competitive analysis holds strategic importance. This analysis evaluates the placement, size, product range, pricing policies, and customer satisfaction of competing household appliance stores in the area. Understanding these aspects helps grasp the competitive advantage of a new store and anticipate potential challenges.
A good site selection strategy allows businesses to accurately target their potential customers using demographic data analysis and understand their competitors through competitive analysis. This is a critical step for the success of a retail business.
Focusing on determining the most suitable locations for household appliance stores in the Çekmeköy district is essential for establishing site selection strategies in the retail sector. Correct location selection not only provides easy access to customers but is also critical for gaining a competitive advantage and maximizing return on investment.
This study on store location selection for household appliance stores in the Çekmeköy district could be a valuable resource for businesses in the retail sector. Conducted with rigorous data analysis and strategic thinking, it encompasses factors that need to be carefully considered during the site selection process.
The results of this study could provide significant guidance for retail businesses in formulating effective site selection strategies. Correct location selection is a cornerstone of a successful retail operation, and this study could serve as a valuable tool to support this process.
The aim of this study is to help businesses develop their site selection strategies, reach their target audiences more effectively, and gain a competitive advantage. Especially for businesses operating in the retail sector, correct location selection offers the potential to provide easy access to customers and increase demand. The data and analyses provided by this study enable businesses to make more informed decisions about site selection and shape their marketing strategies accordingly.
For example, the results of this study can be used to determine the right locations based on specific demographic characteristics or consumer behaviors. This can help businesses identify optimal locations based on factors such as the age, income level, and shopping habits of their target audience. Additionally, the analyses of competitor locations and consumer demand can help identify opportunities for businesses to outperform their competitors. Therefore, this study should be considered a strategic guide for businesses in the retail sector. Businesses can optimize their site selection strategies based on the results of this study and gain a competitive advantage.
In this study, demographic data such as Total Household Count (Number), Average Household Income (TL/Month), Furniture, Home Appliances, and Home Care Expenditure (TL/Month), and Total Population Change 2025 (Person) at the neighborhood level in Istanbul's Çekmeköy district were used.
Additionally, White Goods Stores, Home Goods and Decoration Stores, Other Retail Stores, Transportation Points, and Retail Streets at the neighborhood level were included in the study scope. The Grid Modeling method was used to overlap the data, dividing it into 500x500-meter grids and scoring each grid.
The use of the Grid Modeling method is a highly effective strategy in site selection. This method divides a specific area into smaller grids and allows scoring each grid based on specific criteria. This determines the potential suitability of each grid.
The Best-Worst Method (BWM) was used in conjunction with expert opinions to weight the grids. The suitability of existing Retail Streets data was also examined for determining the most suitable location for white goods stores. Sensitivity analysis was conducted to test the consistency of the criteria weights. Sensitivity analysis examines how changes in the coefficient values determined in a linear programming problem affect the optimal solution to the problem. It explores how changing the values of the coefficients and resource values affects the optimal solution. If a change in these coefficients results in a difference in the optimal solution, the problem needs to be solved again. Sensitivity analysis examines the changes in the optimal solution resulting from changes in the objective function and constraint coefficients and the introduction of a new variable and a new constraint.
The sensitivity analysis conducted in the study determined the reliability of each criterion used in the study and tested the consistency of the study.