The value added to the shopper and retailer with the exhibition of the unplaned purchase categories in the shelves and displays of the supermarkets

Nowadays, the rapid change of consumption habits, the impact of economic transformations in our country and the increase in the competition conditions contributed to the structural development of food retail formats such as supermarkets. The retailers who can adapt to this structural change and meet the needs of the shoppers, are able to continue their commercial existence without any problems. Consumer behaviour that the retailer will benefit most in the store is unplanned purchases. For this reason, it is important to plan the planned / unplanned categories on the shelf and display, and to plan the arrangement of the display according to the consumer needs. In this thesis, the value added to the consumer and retailer of the unplanned purchase of the snack category has been examined. In the first part, retailing, store types and supermarkets, in the second part category management, importance of unplanned shopping, and in the third part, the importance of food display in supermarkets and the importance of snack category have been evaluated from general to specific with theoretical explanations. In the fourth part, hypotheses have been formed and findings have been found with two different methods, and thus, the research has been supported. It is aimed to inform the retailers about the awareness with regard to the snack category and to present suggestions that will support the management processes.