POSSIBLE EFFECTS OF COVID 19 PANDEMIC ON CONSUMERS IN THE LONG TERM: A FIELD RESEARCH IN KIRIKKALE PROVINCE OF TURKEY
Author :
Abstract
Günümüzde COVID 19 salgınının işletmeler ve tüketiciler üzerindeki etkileri araştırmacıların dikkatini çekmektedir. Ancak çalışmalar daha çok salgının kısa vadeli etkileri üzerine odaklanmaktadır. Her ne kadar salgının uzun vadeli etkileri belirsiz ve tahmin edilmesi zor olsa da, uzun vadede davranışları etkilemesi ve “yeni normal”i oluşturması muhtemeldir. Bu nedenle, salgının uzun vadeli etkileri ile ilgili araştırmalar, salgından sonra yeni normalin ve tüketicilerin gelecekteki tutum ve davranışlarının nasıl olacağının anlaşılmasına ve açıklanmasına katkı sağlayacaktır. Bu çerçevede, bu araştırma, salgın sonrasında tüketicilerin olası niyet değişikliklerini incelemeyi amaçlamaktadır. Bu hedefe ulaşmak için, Türkiye'nin Kırıkkale ilinde 490 kişi ile gerçekleştirilen bir saha araştırmasıyla toplanan veriler analiz edilmiştir. Araştırma bulgularına göre, salgının tüketici davranışı üzerindeki gelecekteki etkisinin özellikle sağlık odaklı alışveriş ve sağlıklı ürün tüketimi açısından olması olasıdır. Araştırmada üretilen bilgi ve önerilerin firmalar ve kamu kurumları için yararlı olması umulmaktadır.
Keywords
Abstract
Nowadays, effects of COVID 19 pandemic on businesses and consumers have been taken attention of researchers. But studies mostly focusing on short term effects of the pandemic. Although long term effects of the pandemic remain unclear and difficult to guess, it is likely that it will affect the behaviors in the long term and form the “new normal”. So the researches about long term effects of the pandemic will contribute to understand and clarify how the new normal and future attitudes and behaviors of consumers after the pandemic will be. Under this framework, present research aims to investigate the possible intention changes of consumers after the pandemic. To reach this goal, initial data gathered by a field survey which is conducted in the Kirikkale province of Turkey from 490 people and obtained data analyzed. According to findings of the research, the future effect of pandemic on consumer behavior can be especially in terms of health oriented shopping and healthy product consumption. The information and suggestions generated in the research is supposed to be useful for firms and public institution.
Keywords
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