Shopping Centers' Selection Criteria in Turkey:  The Case of Istanbul

This study looks into the factors that are influential on the preferences for shopping center location selection and explains these factors through a conceptual model. By means of a comprehensive literature search, the theoretical framework of the factors affecting the causes of preference is established and relevant research questions are chosen. Thus, the theoretical foundations of the model have been created. The field research includes the companies that operate in Istanbul but making shopping center investments all over Turkey. In this study, among the qualitative research methods, in-depth interview technique and interview form approach are preferred. Interviews have been held with people from project development departments of the companies investing on shopping centers pursuing different characteristics. The survey was made in 23 different shopping center developer companies and 108 questionnaires in total have been given by using face-to-face interview technique. The results of the study have been evaluated by applying Analytical Hierarchy Process method. AHP can be defined as the decision-making and estimating method, which gives the percentage distribution of decision points in terms of factors affecting decisions; it is used in the identification of decision hierarchy. As a result of this study, accessibility, socio-economic factors, competitive environment and future developments which are required a good market analysis have been listed in the first row as the importance degrees. This study aims at becoming a source for shopping centre investors, developers, architects and other related disciplines; additionally, expects all these sides to act with the knowledge of what is expected from them.

Keywords: Shopping Center, Site Selection, Real Estate Development, Analytical Hierarchy Process, City Planning

T�rkiye'de Al��veri� Merkezlerinin Yer Se�imi Kriterleri: �stanbul �rne�i

Tuba �nl�kara, Lale Berk�z
�stanbul Teknik �niversitesi, �ehir Ve B�lge Planlama B�l�m�

Kurulu� yeri se�iminde sadece bug�n�n ko�ullar� de�il, gelece�in de planlanmas� gerekmektedir. G�n�m�zde al��veri� merkezleri, kentteki kamusal alanlar�n ve kent merkezlerinin i�levlerini �stlenecek yeni kent sim�lasyonlar� yaratmaya �al��maktad�r. Ancak, al��veri� merkezi geli�iminde g�r�len bu h�zl� art��a tezat olarak, T�rkiye�deki al��veri� merkezlerinin ortaya ��k��lar�ndaki ekonomik ve sosyal dinamikleri inceleyen; bu k�resel yap� tipolojisinin mekansal senaryosunun �ekilleni�indeki yerel etkileri tart��an d�nyadaki al��veri� merkezleri ile kar��la�t�rmal� analizler yapan ve bu al��veri� merkezlerinin yer�e�im tercihlerini inceleyip k�yaslayan �al��ma bulunmamaktad�r. Di�er gayrimenkul yat�r�mlar�ndan farkl� olarak, pop�leritesini korumak ve ziyaret�i say�s�n� artt�rmak i�in s�rekli yenilenme s�recinde olan al��veri� merkezlerinde, kullan�c� memnuniyeti �nemli bir yer tutmakta ve buna ba�l� olarak s�rd�r�lebilir bir yat�r�m yap�labilmesi i�in de yat�r�mc�lar�n do�ru konumu belirlemeleri olduk�a �nemlidir. Bu �al��mada, al��veri� merkezi yer se�iminde �nemli olan fakt�rlerin a��rl�klar�n�n belirlenmesinde s�bjektif yarg�lar�n rahatl�kla kullan�labildi�i AHP tekni�i kullan�lm��t�r. T�rkiye genelinde faaliyet g�steren ve genel merkezi �stanbul�da olan firmalar de�erlendirilmi� ve �rneklem i�erisine bu firmalar�n karar verici birimi olan proje geli�tirme departman�ndaki y�neticiler dahil edilmi�tir. 23 farkl� al��veri� merkezi geli�tiren firmada toplamda 108 adet anket, y�z y�ze g�r��me tekni�i kullan�larak yap�lm��t�r. Yap�lan �al��ma sonucunda eri�ebilirlik, sosyo-ekonomik fakt�rler, iyi bir Pazar analizini gerektirecek olan rekabet ortam� ve gelecekteki geli�meler kriterleri �nem derecesi olarak ilk s�rada yer alan unsurlar olmu�tur. Yap�lan bu �al��ma, do�ru yer se�im kriterlerinin anla��labilmesi, de�erlendirilmesi ve buna ba�l� olarak do�ru yat�r�mlar�n yap�labilmesi i�in yol g�sterici olacakt�r.

Anahtar Kelimeler: Al��veri� Merkezi, Alan Se�imi, Gayrimenkul Geli�tirme, Analitik Hiyerar�i Prosesi, �ehir Planlama

Tuba �nl�kara, Lale Berk�z. Shopping Centers' Selection Criteria in Turkey: The Case of Istanbul. Megaron. 2016; 11(3): 437-448

Corresponding Author: Tuba �nl�kara, T�rkiye

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