The share of organized retailing within the sector continues to increase. One of the most important elements of organized retailing is the discount markets that compete against both the traditional channel and the big players in the organized channel. This business model which met with the consumers in Turkey in the ‘90s has succeeded to spread among the country by reaching 30 thousand stores by the end of 2019. The purpose of this study is to explore the demographic profile of consumers who prefer discount markets, as well as to investigate why they prefer them. The data were collected by using quota sampling method to the 1.291 individuals who reside in Sakarya, Kocaeli, and İstanbul cities considering Turkey’s population in terms of age and gender distribution. As a result of the study, the main reasons for the preference of discount markets were determined as price (42,84%), proximity (36,87%), and quality (14,87%). When this situation is examined specifically for each Store, it is seen that price is the second priority for Store X and Store Z customers in terms of reason for preference. In addition, similarities and differences in customer profiles of discount markets are revealed, as well as whether there are differences in the reasons for preferences according to demographic characteristics.