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Abstract


A RESEARCH ON MARKETING IN SMEs AND RETAILING ENTERPRISES

The place and importance of Small and Medium Sized Enterprises (SMEs) in the economy is an effective development factor in industrialized societies. Small and Medium Sized Enterprises have a flexible structure due to the continuous change in economic balances. As a result of this flexibility, SMEs manage to survive in the fierce competition environment with the strategic plans they implement in the development of our country and in balancing the social structure. It is seen that competitive and supra-competitive strategies in the global economy leave to flexible production structure instead of mass production. On the other hand, the flexible structure of SMEs comes to the fore in minimizing high-cost investments by providing the necessary input for the production of large enterprises and the fluctuations in the economy in the changing conditions of our age. In developing countries, the ability of businesses to maintain their market shares in the face of increasing competition, to grow and survive by increasing their sales and profits, depends to a large extent on the strategies of marketing functions. Changes in the market structure with the development of our country's industry, economic and structural difficulties faced by SMEs in their fields of activity have revealed that businesses make the right decisions in the marketing stages have important consequences. In this study, it is aimed to investigate the attitude of retail businesses in Zonguldak province towards hypermarkets. Research findings show that there are differences in preference of hypermarket and SME enterprises. Among the reasons why hypermarkets are preferred, product diversity, the possibility of using credit cards, and low price policies have emerged as the reasons for retail businesses not to compete. In addition, when evaluated in terms of the factors that threaten SMEs operating in the retail sector, while the low price policies of hypermarkets pose the greatest risk, the inclusion studies of large markets, economic volume, and the large and spacious environment of hypermarkets are considered as other risk categories.



Keywords
Keywords: Hypermarkets, SME, Marketing, Retail industry



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