Özet:

The place and importance of small and medium-sized enterprises (SMEs) in the economy is an effective development factor in industrialized societies. Small and medium-sized enterprises have a flexible structure due to the constant change of economic balances. As a result of this flexibility, women are able to stand up in a strong competitive environment with the strategic plans they are implementing in the development of our country and the balance of the social structure. In the global economy, competitive and competitive strategies appear to be left in the flexible production structure instead of mass production. On the other hand, in the changing conditions of our age, the flexible structure of the KOBI comes to the forefront by minimizing high-cost investments by providing the entrance necessary for the production of the large enterprises and the economic volatility that occurs in our age. In developing countries, the ability of to maintain their market shares against increasing competition, to increase their sales and profits, to grow and maintain their lives is largely dependent on the strategies of their marketing functions. The changes in the market structure with the development of our country’s industry have shown that the economic and structural difficulties faced by the KOBI’s operating fields have resulted in significant consequences for the business to make the right decisions in the marketing stages. This study aims to investigate the attitude of retailers within the Zonguldak or Zonguldak limits towards hypermarkets. Research findings show that there are differences in preference between hypermarket and KOBI. Among the reasons for the preference of hypermarkets, the diversity of products, the possibility of credit card use, the low price policies have arisen as the reasons for the retailers’ incapacity to compete. Also, when it is assessed in terms of the elements that threaten SMEs operating in the retail sector, the low price policies of the hypermarkets are the greatest risk, while the big markets are assessed as other risk categories, the insurgency work, the economic volume, the hypermarkets are offering a wide and prosperous environment.

Anahtar Kelimeler: