Investigating the relationship between factors affecting retail chain store choice and innovative personalities of customers

In this study, it is aimed to investigate the relationship between consumer innovation types and preference factors through retail store chain customers. The study also aimed to investigate whether consumer innovation types and preference factors differ according to customers' demographic factors. The population of the study consists of individuals who shop in national retail store chains in Malatya province, and the sample consists of 445 customers who volunteer to participate in the research by cluster sampling method. The social innovation score is higher among women, civil servants, associate degree graduates, those with monthly income of TL 2001-2500, those who choose the Carrefour brand the most and the customers who give the highest importance to product quality. According to the difference analysis results, the differences between all groups were statistically significant (p <0.05). Functional innovation score is higher in men, shopkeepers, primary school graduates, those with monthly income between TL 2001-2500, those who choose the most A 101 brand and customers who give the highest importance to service quality. According to the difference analysis results, the differences between all groups were statistically significant (p <0.05). Hedonic innovation score is higher in men, businessmen, high school graduates, those with monthly income of TL 2501-3000, those who choose the Carrefour brand the most and the customers who give the highest importance to product quality. According to the difference analysis results, the differences between all groups were statistically significant (p <0.05). Cognitive innovation score is higher in men, civil servants, primary school graduates, monthly income of TL 3001 or more, those who choose the Carrefour brand the most and the customers who give the highest importance to product quality. According to the difference analysis results, the differences between all groups were statistically significant (p <0.05). There was a statistically significant and positive relationship between preference factors and social and hedonic innovation, whereas there was a statistically significant and negative relationship between functional innovation, cognitive innovation and total innovation (p <0.01).