The Impact of COVID-19 on Consumer Behavior: An Application on Shopping in the Clothing Sector in İstanbul

Year 2022, Volume: 1 Issue: 2, 92 - 112, 31.12.2022

Chaimae Tamkidda Evrim İldem Develi

Abstract

The purpose of this study is to investigate changes in consumer behavior and purchasing patterns during the COVID-19 crisis. This research is about the impact of COVID-19 on consumer shopping behavior regarding the population who was staying in İstanbul between the 1st of December 2020 and the 1st of June 2021. Nowadays, our consumption’s frequencies have been changing. As we become more encouraged to purchase more online than what we used to be before COVID-19 with such an impulsive behavior. Concerning clothes, people purchasing in-doors clothes more than out-doors clothes because of lockdown regulations, which state the necessity of staying home. In this context, a review of the literature on COVID-19 and consumer behavior is conducted. The study's goal is to analyze how COVID-19 changed consumer-purchasing behavior. The quantitative research techniques are employed. The primary data was gathered from İstanbul residents. A structured questionnaire was suitable for this research. The sample size was 150, and the sample consisted of consumers who stayed in İstanbul between December 1, 2020 and June 1, 2021. According to the findings of the study, the independent variable has a significant influence on the purchasing and pondering patterns of customers.

Keywords

COVID-19, Consumer-Shopping Behavior, Online Shopping, Clothes, Impulsive Behavior

COVİD-19'un Tüketici Davranışlarına Etkisi: İstanbul Giyim Sektöründe Alışveriş Üzerine Bir Uygulama

Abstract

Giyim sektörü dünya ekonomisine önemli bir katkı sağlamaktadır. Bununla birlikte, koronavirüs pandemisi, sektörün planlanan değer büyümesinde önemli bir yavaşlamaya neden oldu ve tekstil endüstrisinde faaliyet gösteren işletmeler için önemli bir zorluk oluşturdu. Bu çalışmanın amacı, COVİD-19 krizi sırasında tüketici davranışlarında ve satın alma kalıplarında meydana gelen değişiklikleri araştırmaktır. COVİD-19 döneminde giyecek konusunda, evde kalmanın gerekli olduğunu belirten sokağa çıkma yasağı düzenlemeleri nedeniyle insanlar açık hava kıyafetlerine göre daha fazla ev içi kıyafet satın almışladır. Çalışma kapsamında COVİD-19 ve tüketici davranışları ile ilgili literatür taraması yapılmıştır. Çalışmanın amacı, COVİD-19'un tüketici satın alma davranışını nasıl etkilediğini keşfetmektir. Çalışmada nicel araştırma teknikleri kullanılmıştır. Araştırmacının birincil verileri İstanbul’da yaşayan tüketicilerden alınmıştır. Bu araştırma için yapılandırılmış bir anket kullanılmıştır. Örneklem büyüklüğü 150 olup, örneklem 1 Aralık 2020 ile 1 Haziran 2021 tarihleri arasında İstanbul'da yaşayan tüketicilerden oluşturulmuştur. Bu çalışmada bağımsız değişken COVİD-19, bağımlı değişken ise tüketici-alışveriş davranışıdır. Araştırmanın bulgularına göre, bağımsız değişken, müşterilerin satın alma ve düşünme kalıpları üzerinde anlamlı bir etkiye sahiptir.

Keywords

COVİD-19, Tüketici Alışveriş Davranışı, Online Alışveriş, Giyim, Dürtüsel Davranış

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