A research on differentiation of factors affecting retail store preferences according to consumer demographic characteristics

Retail stores whose numbers are increasing day by day and the advantages that these stores offer consumers as well as goods and services, have made costumer preferences about where they will shopping more difficult. The aim of this study is determine the factors that costumers consider when they choose stores to shopping and whether there is a difference between these factors and demographic characteristics of consumers or not. Within the framework of this aim, it was done the survey by face-to-face interviewing of 450 people who were randomly selected from costumers living in Bartın. After the examinations which is made, it was understood that 42 questionnaires were unqualified and these questionnaires were not included in the analyze. The obtained data were examined with the PASW SPSS Statistics package program. As a result of the factor analysis, the scale questions have formed six factors by gattering under the various title such as convenience, quality of service, after-purchase service, physical characteristics of the store, product, retail store image. When it was looked the difference between these factors and the demographic characteristics of the consumers, it was found that there is a difference between the marital status of the participants and the retail store image factor, age and convenience factor, education status and product factor, residence place and convenience factor. Key Words: Retail, Store Choese, Consumer