The Effect of Interior Design and Aesthetics on the Product Marketing Strategies of Book Cafes in Samsun

Abstract

The place of book cafes in the discipline of information and records management is
examined and the design and aesthetic elements of these businesses are evaluated in the study.
Depth interview technique was used to explore the architectural organizational structures and
marketing strategies exhibited by the operators in book cafes. Questionnaire technique was used
to measure the expectations of the customers from the design and aesthetic presentations of the
book cafes and to compare them with the marketing strategies of the operators. The universe of
the study consists of book cafes and their customers serving in Samsun city center. The operators
and customers of the book cafes named Cingöz Library (Cingöz), Eflatun Book Cafe (Eflatun)
and Holmes Book Cafe (Holmes) operating in this city were selected as a sample. As a result of
the questionnaire applied to 204 people using these spaces, it was determined that silence and
comfort were the determining factors in the preference of individuals; It has been determined
that the feeling of comfort stems from the aesthetic perception that the interior design arouses
in the individual. In addition, important findings have been obtained that the aromatic smells
in the space contribute to the motivation of individuals to work. The book will add value to the
study literature in terms of expressing the perspectives of business owners who have turned their
architectural organizations into a marketing strategy by capturing the design and aesthetic
integrity of cafe businesses. The study also has important findings in terms of emphasizing that
aesthetics is an important factor in interior design. It is one of the important findings of this
study that during the field research, there are many types of book cafes such as chain book cafes,
independent book cafes, kıraathanes and library cafes.