COVID-19 VE PERAKENDE SEKTÖRÜNDE DEĞİŞEN ALIŞVERİŞ ALIŞKANLIKLARI

Yıl 2023, , 1 - 32, 10.08.2023

Eda Helin Gündeş , Füsun Ülengin , Burç Ülengin , Ömer Zeybek

https://doi.org/10.46465/endustrimuhendisligi.1245019

Öz

2020 yılının başında, COVID-19 olarak bilinen pandeminin yaygınlaşmasıyla birlikte, günlük yaşam ve iş dünyası köklü bir değişimden geçmek zorunda kalmıştır. Bu bağlamda, birçok kişi, uygulanan kısıtlamaları karşılamak için günlük satın alma araçlarını değiştirmiş ve yerel işletmeler, hastalığın hızlı yayılmasının getirdiği olumsuz etkilere uyum sağlamak için operasyonlarını ayarlamıştır. Perakende sektörü, tüketicilerin stokçuluk ve panik satın alma davranışlarına uyum sağlamak gereksinimi duymuştur. Bu çalışmada, COVID-19 pandemi döneminde çeşitli ürün grupları için satın alma tutumlarının etkisi ve çevrimiçi ve fiziksel pazarlardaki satışlar arasındaki farklar incelenmiştir. İlk adım olarak, pandemi sırasında benzer alışveriş davranışlarından hangi ürün gruplarının etkilendiğini belirleyen bir küme analizi yapılmıştır. İkinci aşamada, her bir küme için, Ardışık(Stepwise), Lasso ve En İyi Alt Küme(Best Subset) regresyon tahmin modelleri kullanılarak, COVID-19 vaka sayısının satış seviyeleri üzerindeki etkisi incelenmiş ve tüm modeller hem fiziksel hem de çevrimiçi pazar veri setlerine uygulanmıştır. Sonuçlar, pandemi sırasında fiziksel pazarlardan çevrimiçi pazarlara önemli bir geçiş olduğunu göstermiştir. Elde edilen bulguların, perakende sektörü yöneticilerine yeni dünyaya uyum sağlama yolunda önemli bir yol gösterici olması beklenmektedir.

Anahtar Kelimeler

COVID-19, Tüketici Davranışı, Perakendecilik, Hiyerarşik Kümeleme Analizi, Ardışık, Lasso ve En iyi Altküme Regresyon modelleri

Kaynakça

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