EXPECTATIONS OF THE RETAIL BUSINESSES FROM DISTRIBUTION CHANNEL, ITS ANALYSIS IN THE DIMENSION OF VARIABLES AFFECTING THE SIZE OF BUSINESS

Distribution channels are critically vital for retailers in order to provide continuity of supply chains and products demanded. The purpose of this study is to determine the expectations of the companies on distribution channels and to analyze the variables that have impact on the size of the company in terms of company qualification and demographic dimension of participant. The staff of 114 retail tire companies, among of 137, were interviewed face-to-face, which were located in Konya during September 01- October 20, 2016. The required data was collected by using the questionnaire method during this interview. The limitation of this study can be said that the data was obtained only companies located in Konya region. As a result of study, among factors that could affect the distribution channel subject, it was observed that finance, technique, product are the most important factors whereas the firm, advertisement, order and shipment are the least important factors. Product quality at product factor, ease of payment at finance factor, on-time delivery at shipment factor, quick response for the stock inquiries at order factor, compliance for the warranty terms at technique factor, ad support at advertisement factor and lastly commitments that were realized at company factor were the most important aspects considered by participants. There was a significant relationship between the educational status of the participants and the number of employees of the company. This study is important, as results of the study would contribute to the future plans of both retail and distribution channels