Özet:

Considering the demographic characteristics of market customers (gender, age, civil status, education level) and some characteristics of their income levels and market and product, the determination of the factors affecting market preferences of market customers in Erzurum is the main objective of this study. To this goal, using the horizontal cutting data obtained from an survey applied to 384 market customers in the center of Erzurum, the Pearson Ki-Care statistics used whether there is a relationship between the customer, market and product specifications and market preferences, and the multi-class (multinomial) logit model test with the stepwise (stepwise) regression method was carried out. According to the model forecast and test results, civilized state (married), education (first), and cheapness (unimportant) for Migros; civilized state (married) variables for Özmar (medium) and "Other" are statically significant at 5% level of importance, meaning in the preference of the markets in question, they are important.

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