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Gold Jewelry Consumption in Pandemic

Year 2021, Volume: 18 Issue: 43, 7220 - 7246, 07.11.2021
https://doi.org/10.26466/opus.941168

Abstract

The Covid-19 pandemic has led to the contraction of the global economy, decrease in production and trade volume, increase in uncertainty and change in consumer behavior. Governments have announced support packages in order to eliminate the social and economic damages caused by the pandemic and to increase economic activity. However, the increasing uncertainty and the measures taken to prevent the spread of the virus led to an increase in consumer savings, and a decrease in social and luxury expendi-tures other than essential consumer goods. In this study, the factors affecting consumer purchasing behavior in the pandemic economy, the status of the demand for jewelry as a luxury consumption type in the pandemic compared with pre-pandemic, the performance of China, India, the USA and Turkey as countries that played an important role in global jewelry consumption are examined. In the study, gold jewelry demand in Turkey is subjected to trend analysis with the Mann-Kendall Seasonality Test method. Gold jewelry, which is socially consumed as a status indicator, is mostly consumed as a high-caliber, luxury saving tool, considering its ability to be easily converted into cash with minimal depreciation in Turkey. Considering gold jewelry a luxury saving tool in the pandemic economy, where consumers tend to increase their savings, is considered one of the most important reasons for Turkey to maintain its share in the world demand during this period.

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Pandemide Altından Mücevher Tüketimi

Year 2021, Volume: 18 Issue: 43, 7220 - 7246, 07.11.2021
https://doi.org/10.26466/opus.941168

Abstract

Covid-19 pandemisi küresel ekonominin daralmasına, üretim ve ticaret hacminin azalmasına, belirsizliğin artmasına ve tüketici davranışlarının değişmesine yol açmıştır. Pandeminin neden olduğu toplumsal ve ekonomik zararların giderilmesi, ekonomik aktivitenin artırılması için hükümetler destek paketleri açıklamıştır. Ancak belirsizlik ortamı ve virüsün yayılmasını engelleme amaçlı alınan tebdirler tüketici tasarruflarının artmasına, tüketicinin zaruri tüketim malları dışındaki toplumsal ve lüks harcamalarını azaltmasına sebep olmuştur. Bu çalışmada pandemi ekonomisinde tüketici satınalma davranışlarını etkileyen faktörler, bir lüks tüketim çeşidi olarak mücevherata talebin pandemi öncesi ile karşılaştırmalı durumu, küresel mücevher tüketiminde önemli rol oynayan ülkeler olarak Çin, Hindistan, ABD ile Türkiye’nin performansı incelenmektedir. Çalışmada Türkiye’de altından mücevher talebi Mann-Kendall Seasonality Test metodu ile trend analizine tabi tutulmaktadır. Statü göstergesi olarak toplumsal tüketimi olan altından mücevher Türkiye’de minimum değer kaybıyla kolayca nakde çevrilebilmesi özelliği göz önünde bulundurularak daha çok yüksek ayar olarak tüketilmekte, lüks tasar-ruf aracı olarak görülmektedir. Tüketicilerin tasarruflarını artırma eğilimi içerisinde olduğu pandemi ekomisinde, altından mücevherin lüks tasarruf aracı olarak görülmesi Türkiye’nin dünya talebindeki payını koruyabilmesinin en önemli nedenleri arasında değerlendirilmektedir.

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  • Farrell, D., Deadman, E., Greig, F. ve Noel, P. (2020). Household cash balances duing Covid-19: A distributional perspective. 13 Mart 2021 tarihinde, https://www.jpmorganchase.com/institute/research/household-income-spending/household-cash-balances-during-covid-19-a-distributional-perspective#infographic-text-version-uniqId1615496316634 adresinden erişildi.
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  • Gandhi, A. (2013). A Superlative Form: How Gold Mediates Personhood and Property in Mumbai. Etnofoor, 25(1), 91-110. 28 Mart 2021 tarihinde, https://www.jstor.org/stable/43264011 adresinden erişildi.
  • Gomelsky, V. (2020). Even in a pandemic, fine jewelry is selling. 15 Mart 2021 tarihinde, https://www.nytimes.com/2020/12/03/fashion/jewelry-rising-sales-pandemic-.html adresinden erişildi.
  • Goswami, S. ve Chouhan, V. (2021). Impact of change in consumer behaviours and need prioritisation on retail industry in Rajasthan during Covid-19 Pandemic. Materials Today: Proceedings, 46 (20), 10262-10267. https://doi.org/10.1016/j.matpr.2020.12.073.
  • Hatton Jewellers. (tarih yok). A Guide to Buying Jewellery As An Investment. 12 Mart 2021 tarihinde, https://www.hatton-jewellers.com/blog/investment-jewellery-guide-to-buying adresinden erişildi.
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There are 51 citations in total.

Details

Primary Language Turkish
Subjects Sociology (Other)
Journal Section Articles
Authors

Selahattin Armağan Vurdu 0000-0002-5836-876X

Publication Date November 7, 2021
Acceptance Date September 8, 2021
Published in Issue Year 2021 Volume: 18 Issue: 43

Cite

APA Vurdu, S. A. (2021). Pandemide Altından Mücevher Tüketimi. OPUS International Journal of Society Researches, 18(43), 7220-7246. https://doi.org/10.26466/opus.941168