COVID-19 SÜRECİNDE VE POST-PANDEMİ DÖNEMİNDE YAŞAM TARZI AÇISINDAN TÜKETİCİ DAVRANIŞLARININ DEĞİŞEN EĞİLİMİ ÜZERİNE KAVRAMSAL BİR ÇALIŞMA

Year 2020, Volume: 19 Issue: 37 - Bahar (Covid19-Özel Ek), 81 - 103, 27.06.2020

Ilgın Çakıroğlu , Serdar Pirtini , Özgür Çengel

Abstract

Toplumlar belirli dönemlerde birtakım zorluklarla karşılaşabilirler. Bu tür zorluklar ekonomik, politik, kültürel, toplum sağlığı gibi durumlar ile ilgili olabilir. Karşılaşılan her zorluğun toplumun, bireylerin üzerinde birtakım etkileri olacağı aşikardır. Bu etkilerin bireylerin davranışlarında değişiklikler ile sonuçlanması muhtemeldir. Son zamanlarda Türkiye’yi ve tüm dünyayı etkileyen Covid-19 salgını ile karşı karşıya kalınmıştır. Salgın süresince tüketicilerin ihtiyaçlarında, faaliyetlerinde, tüketim davranışlarında değişimler yaşanmaya başlamıştır. Bu tür değişimleri anlayabilmek, salgın süreci ve sonrasında tüketicilere çözümler üretebilmek adına, kapsamlı bilgi sunacak olan yaşam tarzı araştırması önemli olmaktadır. Böylelikle tüketici davranışlarına dair detaylı bilgiler elde edilerek, toplumsal eğilimlere dair fikirler edinilebilir. Bu araştırmada Covid-19 süreci ve sonrasına dair tüketici davranışlarındaki eğilimler yaşam tarzı bakış açısıyla kavramsal bir çerçevede değerlendirilmektedir. Değerlendirme sonucunda, Covid-19 sürecinde tüketicilerin temel ihtiyaçlara yöneldikleri, çevrimiçi alışverişin arttığı, dijital platformları daha fazla kullandıkları, firmaların kurumsal sosyal sorumluluk projelerine özel önem verdikleri söylenebilir. Bu tür eğilimlerin uzun dönemli olması, süreklilik göstermesi halinde tüketicilerin yaşam tarzlarında değişiklikler olması beklenmektedir.

Keywords

Covid-19, Yaşam Tarzı, Tüketici Davranışı

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