Abstract:

The factors affecting the supermarket preferences of consumers in Kayseri, identifying the weights of these factors using the Analytical Hierarchy Method (AHP) and determining the market preference ranking according to the TOPSIS method, is the main objective of this study. In addition, identifying the consumer behavior of supermarkets towards mobile applications is also defined as another purpose. 423 consumer data residing in Kayseri province were collected through the face-to-face survey method and Google forms through social media. It has been found that most consumers do not use the mobile applications of the markets, and that the market app that is over-used is Migros, and that consumers use these apps especially to track discounts. The factors that consumers pay attention to are the fact that there are discount campaigns in the markets respectively, the variety of products and brands and the markets offer quality service. The 12 criteria that determine the market preference of consumers are assessed by the AHP multi-criteria decision-making method, respectively, the price, product characteristics, discount campaigns have a high impact, however, the working hours, the mobile application, the retail brand criteria have a low impact on the market choice decision. According to the TOPSIS method, the market A101 has the highest score in the market preference ranking by consumers. This study has found that when criterion weights are determined, consumers pay attention to price and quality, but when comparing these two basic criteria, the price is much more effective.

Keywords: