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In this study, the reasons of customer defection of supermarket chains, where a significant part of retail food sales are performed, were analyzed. The data analyzed in this study are collected via face-to-face questionnaires applied to 400 consumers who shop at national and local supermarkets in the centre of Antalya province. It was found out in this study that the “change in supermarket choice” of consumers in one year of market period is 34.5%. Instability in the product and service quality, high prices and opening of new supermarket closer to the residence of consumers are found out as the primary reasons of “change in supermarket choice” of consumers. In the study, findings obtained via chi-square analysis revealed that there is a statistical correlation between the number of supermarkets, monthly supermarket expenditure amounts and the rate of “change in supermarket choice”.

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Consumer defection in Turkish food retailing

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