Sigaradaki Fiyat Artışlarının Türkiye’deki Internet Arama Trafiği Üzerine Etkisi

Yıl 2017, Cilt: 16 Sayı: 2, 359 - 371, 27.04.2017

Zeynep Didem Unutmaz Durmuşoğlu

https://doi.org/10.21547/jss.299865

Cited By: 2

Öz

Sigara vb.
tütün mamullerine olan alışkanlığın önlenebilmesi/azaltılması amacıyla tüm
dünyada bir dizi araştırma/çalışma sonucu önlem/eylem planları ortaya
konulmuştur. Ülkemiz de, bu uluslararası eylem planlarının tamamını ilk
uygulayan ülke olarak kayıtlara geçmiştir. Bu düzenlemelerden en önemlilerinden
biri de sigara fiyatlarında gerçekleştirilen artışlar ile sigaranın çekiciliğinin
azaltılması yönündedir. Sigara fiyatlarının artması, sigarayı bırakma çabası
veya ikame/ucuz ürün arayışları ile sonuçlanabilmektedir. Bu arayışlardaki,
genel eğilimlerin analizi edilmesinde internet aramalarının kullanılması
mümkündür. Bu çalışmada, Google Trends’den sağlanan verilerden yola çıkılarak;
ülkemizde 2015 ve 2016 yıllarında sigaraya yapılan zamlar sonrası, bu
arayışların niteliği ve boyutu analiz edilmiştir. Çalışmanın istatistiksel
bulguları ışığında; zam sonucu ülkemizde davranış arayışlarının ekseriyetinin
sigarayı bırakmak yerine ucuz ve ikame ürün aramak yönünde olduğu
anlaşılmıştır.

Anahtar Kelimeler

sigara zamları, internet aramaları, davranış değiştirme

Effect of Price Increases on the Internet Search Traffic of Turkey

Öz

As being the result a series of research/study, several prevention/action plans has been implemented to avoid/decrease the habits of cigarette and similar tobacco products through the World. Our country has been regarded as the first country implementing these international action plans, entirely. In this context, one of the most important arrangements has been decreasing the attractiveness of smoking by increasing the prices of them. The increase in the cigarette prices may end with attempts to quit smoking or to find an alternative/cheaper product. The general trend in this search behavior can be analyzed via the analysis of internet searches. In this study, by the use of the data provided by Google Trends, the qualification and magnitude of this search behavior after the price increase realized in 2015 and 2016 is analyzed. In the light of the statistical findings; it is understood that, price increases in our country generally ends with finding cheaper or substitute products instead of quitting the cigarettes. 

Anahtar Kelimeler

price increase in cigarettes, internet search, behavior change

Kaynakça

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