Süpermarketlerde pazarlama faaliyetleri ve tüketicilerin süpermarketleri tercih nedenleri ve beklentileri

Abstract

Universality of changing, changing cosumer's wants, increasing and willing to increase wealt should require some changes in the eco- nomic activities. It is not possible to differ the marketing percep- tion and retailing from this genaral changes. Since customers do not want to spent much time for their shop- ping, customers go towards to the shopping centers in which varity of good and alternatives for customers' satisfaction are presented. As a result of these changes, the supermarkets come on the scene. In the supermarkets, variety of goods are prensented as aself-servis. In this study, supermarkets, as a retealing instutions, are examined, are various dimensions of today's supermarkets are brought up. With this purpose, in chapter one the concept of retailing instituon are tried to explained. In chapter two, the dimension of marketing in the retaling and the componets of marketing mix (product, price, place and promotion) are seperatily, studied and a theoretical frame is prepared for them. In chapter three, customers' point of view to the supermarkets are determined, and a field study of determining customers' shopping requisites study is done.