Impact of Covid-19 outbreak on Consumer Behavioral Responses in the Turkish Context

Öz

Covid-19 pandemic has an interfering effect on consumer behaviours. This study examines four types of consumer behavioral responses with a new conceptual model of panic buying dimensions. The study investigated the influence of perceived scarcity, perceived threat and Covid-19 situational variables on consumers’ brand switching, product trial, purchase acceleration and stockpiling behaviours during the early times of pandemic. Using an online survey, the data were obtained from 262 Turkish consumers. The findings revealed that consumers’ perceived threat during the pandemic has significantly correlated with brand switching, product trial, purchase acceleration and stockpiling behaviours, whereas the perceived scarcity has only influenced the product trial behaviours of the consumers. Finally, situational variables were found to have a statistically significant influence on brand switching and product trial behaviours. The results of the study acknowledge the importance of preparation of the brands and retailers for effective and quick responses to consumers in the face of an unusual and extraordinary social situation such as pandemic.

Anahtar Kelimeler

• consumer behavioral responses
• Covid-19 outbreak
• perceived scarcity
• perceived threat

Kaynakça

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