A Vertical Conflict Behaviour in the Distribution Channel of Frozen Prepared Food Sector: A Survey Research in the Black Sea Region

In this research, conflict behaviour and solution methods between independent retailers and wholesalers in frozen prepared food sector were investigated. According to the results of investigation that performed on 181 independent retailers which selected by convenience sampling method in the East Blacksea Region (Giresun, Trabzon, Rize and Artvin), the most important conflict subject are different and privileged discount and payment condition applying. Beside this, to evade taking risk and conflict about order delivery timing are following. While puzzling over conflict subjects between retailers and wholesalers, the most important methods used are job shareouting to manage promoting struggle, boycotting and changing wholesalers and constituting a complaining unit related to product.