Consumer Coping Strategies Within a Shopping Context During a Pandemic

Abstract

The COVID-19 pandemic has substantially transformed consumer behaviour and caused dramatic changes in individuals' shopping behaviour. Consumers had to develop diverse strategies to cope with uncertainty and stress during the COVID-19 pandemic. This study examines the coping strategies adopted by consumers in Türkiye during the pandemic within the context of shopping. The study focuses on the coping strategies preferred by the consumers and the differences in these strategies considering the demographic characteristics of the consumers. In-depth interviews were conducted with 60 participants and content analysis was used to analyse data. The findings show that participants adopted various coping mechanisms related to search–process management, simplify, defer, plan, and emotion-focused strategies, where the latest two were the most frequent. In addition, demographic factors were found to play an important role in strategy preferences. This research provides theoretical contributions to the literature of consumer behaviour and to retail businesses in developing strategies to meet consumer needs in times of crisis.

Keywords

• Coping strategies
• COVID-19
• Shopping
• Qualitative research
• QDA Miner.

Pandemi Sürecinde Tüketicilerin Alışveriş Bağlamında Geliştirdikleri Başa Çıkma Stratejileri

Abstract

COVID-19 pandemisi, tüketici davranışlarını önemli ölçüde etkilemiş ve bireylerin alışveriş davranışlarında ciddi değişimlere neden olmuştur. Tüketiciler, pandemi süresince belirsizlik ve stresle başa çıkabilmek için çeşitli stratejiler geliştirmişlerdir. Bu çalışma, Türkiye’de tüketicilerin pandemi sürecinde benimsemiş oldukları alışveriş bağlamındaki başa çıkma stratejilerini incelemektedir. Çalışma, tüketicilerin hangi başa çıkma stratejilerini tercih ettiklerini ve bu stratejilerin demografik özellikler açısından oluşan farklılıklarına odaklanmaktadır. Çalışma kapsamında 60 katılımcı ile derinlemesine mülakatlar gerçekleştirilmiş ve veri analizinde içerik analizi kullanılmıştır. Bulgular, arama-süreç yönetimi, basitleştirme, erteleme, planlama ve duygusal odaklı stratejilerin tercih edilen başa çıkma yöntemleri olduğunu ve son ikisinin en sık başvurulan olduğunu göstermektedir. Ayrıca, demografik faktörlerin strateji tercihlerinde önemli bir rol oynadığı belirlenmiştir. Bu araştırma, tüketici davranışları yazınına teorik katkılar sunmanın yanı sıra perakende sektöründeki işletmelere kriz dönemlerinde tüketici ihtiyaçlarına yönelik stratejiler geliştirme konusunda da yol gösterici niteliktedir.

Keywords

• Başa çıkma stratejileri
• COVID-19
• Alışveriş
• Nitel araştırma
• QDA Miner.

References

1. Agrawal, D. K. (2023). COVID-19-induced shopping behavioural shifts justifying pandemic as ‘defining moment’ for generation Z. International Journal of Retail & Distribution Management, 51(5), 611–628. https://doi.org/10.1108/IJRDM-10-2022-0364
2. Ahmed, R.R., Streimikiene, D., Rolle, J.-A., & Duc, P.A. (2020). The COVID-19 pandemic and the antecedents for the impulse buying behavior of US citizens, Journal of Competitiveness, 12(3), 5-27. https://doi.org/10.7441/joc.2020.03.01
3. Altay, Ş. (2023). Covid-19’a Yönelik Korku Kaynaklı Fayda Algısının Değer, Fiyat Adaleti ve Tatmin Üzerindeki Etkisi: Geleneksel Sokak Yemeklerini Tüketenler Üzerinden Bir Araştırma. Tüketici ve Tüketim Araştırmaları Dergisi, 15(1), 211-244.
4. Baltacı, A. and Akaydın, H. (2020). COVID-19 Pandemi Sürecinin Tüketicilerin Gıda Ürünlerini Satın Alma Davranışları Üzerindeki Etkisi. Yüksek İhtisas Üniversitesi Sağlık Bilimleri Dergisi, 1: 57−64
5. Belbağ, G. A. (2022). Impacts of Covid‐19 pandemic on consumer behavior in Turkey: A qualitative study. Journal of Consumer Affairs, 56(1), 339-358.
6. Bentall, R. P., Lloyd, A., Bennett, K., McKay, R., Mason, L., Murphy, J., ... & Shevlin, M. (2021). Pandemic buying: Testing a psychological model of over-purchasing and panic buying using data from the United Kingdom and the Republic of Ireland during the early phase of the COVID-19 pandemic. Plos one, 16(1), e0246339.
7. Borges, A. P., Vieira, E., Rodrigues, P., & Sousa, A. (2023). Influence of COVID-19 on online shopping behaviour, leisure and socialisation. Management Research: Journal of the Iberoamerican Academy of Management, 21(2), 122-144. https://doi.org/10.1108/MRJIAM-09-2021-1229
8. Bults, M., Beaujean, D. J., Richardus, J. H., & Voeten, H. A. (2015). Perceptions and behavioral responses of the general public during the 2009 influenza A (H1N1) pandemic: a systematic review. Disaster Medicine and Public Health Preparedness, 9(2), 207-219.

9. Castano, R., Parra, I. A., & Zavala, A. M. (2011). Consumer behaviour and coping strategies in an economic crisis: evidence from Mexico. International Journal of Business Competition and Growth, 1(4), 332-345.
10. Cheng, C., & Tang, C. S. K. (2004). The psychology behind the masks: Psychological responses to the severe acute respiratory syndrome outbreak in different regions. Asian Journal of Social Psychology, 7(1), 3-7. https://doi.org/10.1111/j.1467-839X.2004.00130.x
11. Cherry, J. D. (2004). The chronology of the 2002–2003 SARS mini pandemic. Paediatric Respiratory Reviews, 5(4), 262-269.
12. Creswell, J. W., & Poth, C. N. (2018). Qualitative inquiry and research design: Choosing among five approaches. Sage Publications.
13. Cutrona, C. E. (1996). Social support in couples: Marriage as a protective resource in times of stress. Sage Publications.
14. Çelik, S., & Köse, G. G. (2021). Mediating effect of intolerance of uncertainty in the relationship between coping styles with stress during pandemic (COVID-19) process and compulsive buying behavior. Progress in Neuro-Psychopharmacology and Biological Psychiatry, 110, 110321.
15. Çelik, S., & Kartal, C. (2022). Salgin ve felaket dönemlerinde tüketici davranişlari: Covid-19 pandemisi döneminde Ankara’da bir inceleme. Üçüncü Sektör Sosyal Ekonomi Dergisi, 57(2), 913-934.
16. Çiçek, Y., & Muzaffaer, H. (2021). The impact of covid-19 pandemic crisis on online shopping. AYBU Business Journal, 1(1), 16-25.
17. Diehl, M., Coyle, N., & Labouvie-Vief, G. (1996). Age and sex differences in strategies of coping and defense mechanisms. Psychology and Aging, 11(1), 127–139.
18. Eriksson, P., & Kovalainen, A. (2018). Qualitative methods in business research (2nd ed.). London, England: SAGE Publications Ltd.
19. Filip, A. (2011). Changes in consumer behavior and marketing strategy as a response to economic crisis. Moving from the Crisis to Sustainability: Emerging Issues in the International Context, 13.
20. Folkman, S., Lazarus, R. S., Gruen, R. J., & DeLongis, A. (1986). Appraisal, coping, health status, and psychological symptoms. Journal of Personality and Social Psychology, 50(3), 571-579. https://doi.org/10.1037/0022-3514.50.3.571
21. Forbes, S. L. (2017). Post-disaster consumption: analysis from the 2011 Christchurch earthquake. The International Review of Retail, Distribution and Consumer Research, 27(1), 28-42.
22. Gärling, T., Kirchler, E., Lewis, A., & Van Raaij, F. (2009). Psychology, financial decision making, and financial crises. Psychological Science in the Public Interest, 10(1), 1-47.
23. Goodwin, R., Gaines Jr, S. O., Myers, L., & Neto, F. (2011). Initial psychological responses to swine flu. International Journal of Behavioral Medicine, 18(2), 88-92. https://doi.org/10.1007/s12529-010-9083-z
24. Gordon-Wilson, S. (2022). Consumption practices during the COVID-19 crisis. International Journal of Consumer Studies, 46(2), 575-588. https://doi.org/10.1111/ijcs.12701
25. Grashuis, J., Skevas, T., & Segovia, M. S. (2020). Grocery shopping preferences during the COVID-19 pandemic. Sustainability, 12(13), 5369. https://doi.org/10.3390/su12135369
26. Guest, G., Bunce, A., & Johnson, L. (2006). How many interviews are enough? An experiment with data saturation and variability. Field Methods, 18(1), 59-82. doi:10.1177/1525822X05279903
27. Gustafsson, C., & Yanzhuo, L. (2021). COVID-19’s impact on consumer behaviour, brand equity and loyalty: A qualitative study analysing how the COVID-19 pandemic affects consumer behaviour and brand loyalty & equity (Unpublished master’s thesis). Uppsala University, Sweden.
28. Güney, O. I., & Sangün, L. (2021). How COVID-19 affects individuals' food consumption behaviour: a consumer survey on attitudes and habits in Turkey. British Food Journal, 123(7), 2307-2320.
29. Han, W., Li, J., & Xu, Y. (2024). Consumer coping during the COVID-19 pandemic: a perspective of fashion shopping. Journal of Fashion Marketing and Management: An International Journal, 28(6), 1219-1236. https://doi.org/10.1108/JFMM-01-2023-0009
30. Hesham, F., Riadh, H. & Sihem, N.K. (2021). “What Have We Learned about the Effects of the COVID-19 Pandemic on Consumer Behavior?” Sustainability. 13(8):1-23
31. Hoch, S.J. & Loewenstein, G.F. (1991). Time-inconsistent preferences and consumer self-control. Journal of Consumer Research, 17(4), 492–507. https://doi.org/10.1086/208573
32. Hong, J., Ahn, S.Y., Camp, K. M., & James, K. (2022). The role of consumer mindsets to reduce health-related stress. Journal of Consumer Behavior, 21(4), 773-785. https://doi.org/10.1002/cb.2036
33. Kuş, Y., Bayhan, A., & Deniz, D. (2026). Understanding Stockpiling Behavior: The Role of Personality Traits and Consumption Motivations in the Post-COVID-19. Pazarlama ve Pazarlama Araştırmaları Dergisi, 19(1), 48-70.
34. Küçükkambak, S. E., & Süler, M. (2022). The mediating role of impulsive buying in the relationship between fear of COVID-19 and compulsive buying: a research on consumers in Turkey. Sosyoekonomi, 30(51), 165-197.
35. Koch, J., Frommeyer, B., & Schewe, G. (2020). Online shopping motives during the COVID-19 pandemic—lessons from the crisis. Sustainability, 12(24), 10247. https://doi.org/10.3390/su122410247
36. Lau, J. T. F., Yang, X., Tsui, H., & Kim, J. H. (2003). Monitoring community responses to the SARS epidemic in Hong Kong: from day 10 to day 62. Journal of Epidemiology & Community Health, 57(11), 864-870.
37. Lazarus, R. S., & Folkman, S. (1984). Stress, appraisal, and coping. Springer.
38. Lee‐Baggley, D., DeLongis, A., Voorhoeave, P., & Greenglass, E. (2004). Coping with the threat of severe acute respiratory syndrome: Role of threat appraisals and coping responses in health behaviors. Asian Journal of Social Psychology, 7(1), 9-23. https://doi.org/10.1111/j.1467-839X.2004.00131.x
39. Liang, L., Ren, H., Cao, R., Hu, Y., Qin, Z., Li, C., & Mei, S. (2020). The effect of COVID-19 on youth mental health. Psychiatry Research, 289, 113034.
40. Liu, C., & Black, W. (2011). Post-disaster consumer coping: Consumption adjustment. Asia-Pacific Advances in Consumer Research, 9, 238-245.
41. Matud, M. P. (2004). Gender differences in stress and coping styles. Personality and Individual Differences, 37(7), 1401–1415. https://doi.org/10.1016/j.paid.2004.01.010
42. McCauley, M., Minsky, S., & Viswanath, K. (2013). The H1N1 pandemic: media frames, stigmatization and coping. BMC Public Health, 13(1), 1116. http://www.biomedcentral.com/1471-2458/13/1116
43. Mende, M., Grewal, D., Guha, A., Ailawadi, K., Roggeveen, A., Scott, M. L., ... & Kahn, B. (2023). Exploring Consumer Responses to COVID-19: Meaning making, cohort effects, and consumer rebound. Journal of the Association for Consumer Research, 8(2), 220-234. https://doi.org/10.1086/723742
44. Moon, J., Choe, Y., & Song, H. (2021). Determinants of consumers’ online/offline shopping behaviours during the COVID-19 pandemic. International Journal of Environmental Research and Public Health, 18(4), 1593. https://doi.org/10.3390/ijerph18041593
45. Naeem, M. (2021a). Understanding the customer psychology of impulse buying during COVID-19 pandemic: implications for retailers. International Journal of Retail & Distribution Management, 49(3), 377-393. https://doi.org/10.1108/IJRDM-08-2020-0317
46. Nakano, S., Akamatsu, N., & Mizuno, M. (2022). Consumer panic buying: understanding the behavioral and psychological aspects. International Journal of Marketing & Distribution, 5(2), 17-35.
47. Papagiannidis, S., Alamanos, E., Bourlakis, M., & Dennis, C. (2023). The pandemic consumer response: a stockpiling perspective and shopping channel preferences. British Journal of Management, 34(2), 664-691. https://doi.org/10.1111/1467-8551.12616
48. Patton, M. Q. (2015). Qualitative research & evaluation methods: Integrating theory and practice (4th ed.). Thousand Oaks, CA: Sage.
49. Prime, H., Wade, M., & Browne, D. T. (2020). Risk and resilience in family well-being during the COVID-19 pandemic. American Psychologist, 75(5), 631–643.
50. Rahardjo, W., Pranandari, K., Putri, D. E., Qomariyah, N., Rini, Q. K., & Andriani, I. (2023). Shopping to Release Stress? Understanding The Role of Coping Stress and Gender on Online Shopping Behavior in College Students During the COVID-19 Pandemic. Jurnal Psikologi Teori dan Terapan, 14(1), 114-123. https://doi.org/10.26740/jptt.v14n1.p114-123
51. Rayburn, S. W., McGeorge, A., Anderson, S., & Sierra, J. J. (2022). Crisis‐induced behavior: From fear and frugality to the familiar. International Journal of Consumer Studies, 46(2), 524-539. https://doi.org/10.1111/ijcs.12698
52. Republic of Türkiye Ministry of Health. (2023). Daily COVID-19 vaccination table. https://covid19.saglik.gov.tr
53. Schmidt, S., Benke, C., & Pané-Farré, C. A. (2021). Purchasing under threat: Changes in shopping patterns during the COVID-19 pandemic. PloS one, 16(6), e0253231. https://doi.org/10.1371/journal.pone.0253231
54. Shamim, K., Ahmad, S., & Alam, M. A. (2021). COVID‐19 health safety practices: Influence on grocery shopping behavior. Journal of Public Affairs, 21(4), 1-11. https://doi.org/10.1002/pa.2624
55. Sheth, J. (2020). Impact of Covid-19 on Consumer Behavior: Will The Old Habits Return or Die?. Journal of Business Research, 117, 280-283. https://doi.org/10.1016/j.jbusres.2020.05.059
56. Singh, S., Datta, M., Gupta, P. K., Batra, S., Gupta, B., & Garaya, A. S. (2023). Coping and Substance use Amid the “New Normal” Pandemic in India: Age and Gender Variations. Annals of Indian Psychiatry, 7(3), 231-243. https://doi.org/10.4103/aip.aip_114_21
57. Sneath, J. Z., Lacey, R., & Kennett-Hensel, P. A. (2009). Coping with a natural disaster: Losses, emotions, and impulsive and compulsive buying. Marketing Letters, 20(1), 45-60.
58. Sohani, A., & Fahmy, T. (2020). The impact of a pandemic on brand preference in purchasing decisions of food and hygiene products: A COVID-19 perspective (Unpublished master’s thesis). Högskolan Kristianstad, Sweden.
59. Sujan, M., Sujan, H., Bettman, J., & Verhallen, T. M. M. (1999). Sources of consumers’ stress and their coping strategies. In B. Dubois, T. Lowrey, L. J. Shrum, & M. Vanhuele (Eds.), European advances in consumer research (pp. 182–187). Association for Consumer Research.
60. Tan, X., Li, S., Wang, C., Chen, X., & Wu, X. (2004). Severe acute respiratory syndrome epidemic and change of people's health behavior in China. Health Education Research, 19(5), 576-580.
61. Treiber, L., Emerson, C., & Shackleford, J. (2024). COVID for one: Identifying obstacles to self-management of COVID-19 for single adults. Journal of Patient Experience, 11, 23743735241302742.
62. Valaskova, K., Durana, P., & Adamko, P. (2021). Changes in consumers’ purchase patterns as a consequence of the COVID-19 pandemic. Mathematics, 9(15), 1788. https://doi.org/10.3390/math9151788
63. World Health Organizationa. (2023, May 25). Weekly epidemiological update on COVID-19 – May 25, 2023 (Edition 144). World Health Organization. https://www.who.int/publications/m/item/weekly-epidemiological-update-on-covid-19---25-may-2023 World Health Organizationb. (2023, May 5). Statement on the fifteenth meeting of the International Health Regulations (2005) emergency committee regarding the coronavirus disease (COVID-19) pandemic. https://www.who.int/news/item/05-05-2023-statement-on-the-fifteenth-meeting-of-the-international-health-regulations-(2005)-emergency-committee-regarding-the-coronavirus-disease-(covid-19)-pandemic
64. Zielke, S., Komor, M., & Schlößer, A. (2023). Coping strategies and intended change of shopping habits after the Corona pandemic–Insights from two countries in Western and Eastern Europe. Journal of Retailing and Consumer Services, 72, 103255. https://doi.org/10.1016/j.jretconser.2023.103255
65. Zulauf, K., & Wagner, R. (2022). Online shopping therapy: If you want to be happy, shop around. Journal of International Consumer Marketing, 34(3), 332-345. https://doi.org/10.1080/08961530.2021.1955425