The Role of Sales Magnet Products in the Sustainability of Local Grocery Stores: an Example of a Grocery Store Focusing on Local Delicatessen Products in Turkiye

Abstract

The sustainability of local grocery stores in developing countries is a significant issue from both economic and social perspectives. These groceries play a pivotal role in supporting the local economy, generating employment opportunities and preserving cultural heritage. However, competition from large global retail chains poses a threat to the economic sustainability of local grocery stores. On the other hand, the sustainability of local products has gained importance in terms of environmental impact, resource utilisation and the development of local communities. The overarching objective of the research is to elucidate the pivotal role of a focus on local products as a sales magnet in ensuring the sustainability of local grocery stores. In this regard, the research undertakes a comprehensive evaluation of a local grocery store (Y & uuml;ksektepe) operating in one province of Turkiye. The research framework encompasses three distinct studies. Study 1: Creation of a perception map of all local, global and online food retailers in the province; Study 2: Evaluation of local delicatessen products in terms of sales magnets; Study 3: Selection of advertising slogans for sales magnet of local products. The paper emphasises the importance of focusing on local sales magnets for the sustainability of local food businesses. The findings of our research indicate that the position of Y & uuml;ksektepe in relation to its competitors and the local products (especially smoked yoghurt) in its delicatessen serve as sales magnets. In this direction, the implementation of promotional activities with intriguing advertising campaign slogans for sales magnet local smoked yogurt in the sustainability of the local grocery store has a positive effect against its competitors.