Satisfaction levels of consumers after unplanned buying behavior in the food sector

As the consumption increases day by day, the demands and needs of the consumers are also increasing. Nowadays, consumers tend to shop in spite of their daily needs, with a sudden impulse to buy. Consumers sometimes make purchases by planning and sometimes unplanned. The fact that consumers tend to unplanned shopping, especially in the food sector, shows itself in previous studies. As a result of unplanned shopping, the satisfaction levels of consumers also vary. In this study, the effect of unplanned shopping in the food sector on satisfaction as well as the differences in demographic factors on unplanned shopping in the food sector were examined. The questionnaire form developed in line with the purpose of the study was applied to 400 people selected by convenience sampling method in Trabzon. The data obtained were analyzed with the SPSS statistical package program. As a result of the research, it was found that the level of unplanned shopping differs significantly according to demographic factors. In addition, the result of the regression made for the effect of unplanned shopping on customer satisfaction was found to be significant.