The Analysis of Long Tail Effect and Design Issues on the Turkish On-Line Small Domestic Appliance Market
Assist. Prof. Dr. Serkan GÜNES

Abstract
E-commerce has changed how consumer buys in variety and has made it easier for them to find. As variety of products to improve consumer surplus, researchers propose a new type of distribution; The Long Tail. In this study, to examine the Long Tail in non-digitals, a field study conducted in Turkey’s best-known on-line store. The results does not find a strong evidence for a long tail effect in the on-line Turkish SDA market. Flock toward rather cheap ones and price discounts is identified and an increase in interest in higher ranked products, a bandwagon behavior was not experienced. The study finds that the main motivation in buying decision focused on price appeal not on design of products. Design played role for benchmarking and design related comments of the consumers mainly focused on appearance of products neither their usability nor functionality.

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