Sigaradaki Fiyat Artışlarının Türkiye’deki Internet Arama Trafiği Üzerine Etkisi

Abstract

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.

Keywords

• sigara zamları,internet aramaları,davranış değiştirme

Effect of Price Increases on the Internet Search Traffic of Turkey

Abstract

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. 

Keywords

• price increase in cigarettes,internet search,behavior change

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