Özet:

Research process on the product to be purchased constitutes an important stage of the purchasing process. However, this stage has gained a different dimension with the digital development experienced today. Especially with the development of mobile vehicles, consumers are increasingly comparing physical stores and online stores. The consumer, who wants to take advantage of the positive aspects of both the physical store and the online store, examines the products in the physical store, visits the online store simultaneously with his mobile device for information and price research, and finally, the consumer decides to purchase them from an online store if the products are cheaper. This, namely showrooming, negatively affects physical retailers. In this context, the study aims to understand the consumer showing the showrooming behaviour and to develop suggestions for retailers. The data collected by the survey method are tested with quantitative data analysis methods using SPSS program. In the study, it is concluded that both the practices of online stores in the communication process strengthen the consumers' perception of "low and discounted prices", and showrooming behaviour is carried out by consumers with high price sensibility and suggestions about the sector are presented.

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