TÜKETİCİLERİN SÜPERMARKET TERCİH KRİTERLERİNİN VE MOBİL UYGULAMA DAVRANIŞLARININ İNCELENMESİ
INVESTIGATION OF CONSUMER’S SUPERMARKET PREFERENCE CRITERİA AND MOBILE APPS BEHAVIORS

Summary/Abstract: The main purpose of this study is to determine the factors and the weightages of these factors which affect the süper market preferences of the consumers living in Kayseri, using Analytical Hierarchy Method (AHP) and identify the market preference rankings according to the TOPSIS method. Besides, determining the consumer behavior against the mobile applications of the supermarkets has been set as another aim of the study. 423 consumer data were acquired by face-to-face survey method and Google forms through social media in central Kayseri. It was ascertained that a large portion of the consumers do not use the mobile applications of supermarkets. Another finding of the study shows that the most-widely used market mobile application is Migros. Beside this, consumers usually use these applications especially to follow the discounts. The most-valued factors are sale campaigns, product and brand variability and the service quality through consumers. When 12 criterions identifying the market choice of the consumers have been evaluated by AHP multi criterion decision-making process; it has been found out that price, product properties and sale campaigns have the largest affects sequentially. However, working hours, existences of the mobile applications and retail brands have a lower effect on market choice decision. According to the TOPSIS method, A-101 is the most preferred market due to the market choice ranking of consumers. During this study, by evaluating the criterions weights, it has been concluded that consumers also consider price and quality but that price is more effective compared to the others.

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