Vol. 9 No. 1 (2021): Business & Management Studies: An International Journal

An examination about merchandising: How merchandising should be defined as a theory and practice?

H. Çağatay Karabıyık
Dr., Necmettin Erbakan University
Mahmut Nevfel Elgün
Asst.Prof. Dr., Necmettin Erbakan University

Published 2021-03-25


  • Marketing, Merchandising, Components of Merchandising, Definition of Merchandising, Store Design
  • Pazarlama, Merchandising, Merchandising Bileşenleri, Merchandising Tanımı, Mağaza Tasarımı

How to Cite

Karabıyık, H. Çağatay, & Elgün, M. N. (2021). An examination about merchandising: How merchandising should be defined as a theory and practice?. Business & Management Studies: An International Journal, 9(1), 155-163. https://doi.org/10.15295/bmij.v9i1.1743


Discussions about the components, definition and conceptual frame of merchandising are still ongoing in the literature. On the other hand, these uncertainties prevent the scientific deepening of merchandising. So, studies that determine the conceptual frame of merchandising have become necessary to remove the obstacles. In this context, this study aims to make a new comprehensive definition of the merchandising concept after a merchandising literature review. As a result, this study defined the merchandising concept as "a theory and practice that makes the consumers' sensations align with components of all online and physical stores –provided that it interactively complies with the monolith marketing strategies- to fulfil their purchasing behaviour. Finally, the suggested definition was separated and explained to support the approach of this study. So, this study suggests a new definition of the merchandising concept to enhance both practise and theory.


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