Consumer risk perceptions towards food supply chain preferences: The case of the supermarket

In this study, customers' satisfaction levels and sensitivities related to choosing supermarkets are examined. Retailing policies of supermarkets are investigated from the view of customers risk perceptions using cross sectional data. The data used in this study were obtained from customers interviewed face to face in the urban area of Antalya province in Turkey. In this study, 400 customers were surveyed during the month of August in 2004. The results of the study show that customer satisfaction levels were insensitive to financial and time factors of supermarkets in the retailing market. Hence, customer perception on the indicated retailing factors was at high level. High price level as financial factor, waiting period during the check-out and insufficient parking lot of supermarket as time factor were determined as high risk factors on choosing supermarkets for customers.