E-Retailer Brand Perception among Consumers: The Example of Trendyolmilla

Authors : Emine Pınar SAYGIN, Dilara GENÇAĞA

Pages : 182-194

View : 69 | Download : 52

Publication Date : 2023-06-27

Article Type : Research Paper

Abstract :In this study, the perception of consumers towards the concept of e-retailing, which we have heard frequently recently, is discussed. The article mentions our changing habits with the developing technology and online shopping, which have become a part of our lives. The concept of online shopping means purchasing over the Internet. The concept of e-retailer, which we started to hear with online shopping, has also taken a place in our daily life. E-retailing means providing services and selling over the internet or online platforms and is called the new age of traditional retailing. The transition from traditional retailing to electronic retailing has accelerated with the pandemic. With the strengthening of e-retailing, e-retailer brands were born. Along with this changing transformed shopping concept, consumer perception has also changed. In this study, the perception of consumers about e-retail brands was investigated through the example of Trendyolmilla, an e-retailer brand that has been mentioned frequently in recent years. The qualitative research method was preferred in the study. 11 themes were reached by conducting content analysis with the comments made by consumers about Trendyolmilla. In line with these findings, it has been tried to reveal how the consumer perceives the concepts of e-retailing and e-retailer brand through an example.
Keywords : Tüketici, Online Alışveriş, E Perakendeci, E Perakendeci Markası, Trendyolmilla