Abstract

Studies on consumers' market shopping generally show that this process consists of shopping preparation, market selection, product selection and post-purchase controls. This study is a qualitative research and was conducted to understand the market shopping of the consumers in order to support the study that examines the relationship between the factors affecting the discount price research of the consumers and the demographic characteristics of these factors. It is stated that consumers take a utilitarian approach in choosing the market, that is, they prefer to buy the product of the quality they are looking for, and the market that is close to them. The common point of the participants in the selection of the product has emerged as being healthy and reliable. The study was limited to four participants due to time constraints. It is beneficial to do this study again by increasing the number of participants according to the demographic characteristics in order to provide maximum diversity in order to understand the market shopping behaviors of the consumers more deeply and comprehensively.