TÜRKİYE’DE GIDA PERAKENDECİLİĞİNDE DİJİTALLEŞME VE COVID-19’UN DİJİTALLEŞME ÜZERİNDEKİ ETKİLERİNİ BELİRLEMEYE YÖNELİK NİTEL BİR ARAŞTIRMA

Yıl 2021, Cilt: 39 Sayı: Covid 19 Özel Sayısı, 91 - 107, 30.11.2021

Ferhan Gezici , Dilay Çelebi , İsra Hatipoğlu Dilşad Evci Fatma Selçuk

https://doi.org/10.17065/huniibf.905551

Cited By: 2

Öz

COVID-19 pandemisi sırasında çevrimiçi hizmetlere olan talepteki artış; pandemi sonrası bir dünyada da perakende sektöründe çevrimiçi alışveriş sisteminin daha fazla ilgi göreceğine işaret etmektedir. Bu makale, dijitalleşme ile e-ticaretin yükselişine ve bu değişimin gıda perakende sektöründeki etkilerinin COVID-19 pandemisi ile hızlanmasına ilişkin tartışmalara katkı sunmayı amaçlamaktadır. Bu amaçla, pandemi öncesinde de gündemde olan çevrimiçi alışverişin, pandemi sürecinde nasıl bir artış gösterdiği ve işletmelerin ne tür aksiyonlar aldığı sorularına cevap aranacaktır. Araştırma amacına uygun olarak, üç farklı kategorideki organize gıda perakende işletmeleri, Türkiye’nin en büyük metropol kenti olan İstanbul’dan seçilen örneklem ile derinlemesine görüşmelere dayalı olarak analiz edilmiştir. Araştırmanın öne çıkan bulguları, çevrimiçi alışverişe yönelen tüketici taleplerini pandeminin hızlandırdığı yönündedir. Ancak, pandeminin ilk dönemlerinde yaşanan çevrimiçi alışveriş talebinin artışı, normalleşme ile birlikte etkisini bir ölçüde kaybetmiştir. Dijital altyapısını önceden geliştirmiş olan işletmeler çevrimiçi alışveriş taleplerine daha kolay cevap verirken, sermayesi kısıtlı yerel marketlerin büyük bir bölümü ise çevrimiçi altyapıya yatırım yapmayı gerekli görmemiştir. Gıda perakendede diğer perakende sektörlerine göre çevrimiçi alışverişin payının çok yükselmeyeceği ve sektörün geleceğinde hem fiziksel hem de sanal mağazacılığın yer alacağı anlaşılmaktadır. Yine de çevrimiçi satışların artması, gıda perakende işletmelerinin kent içindeki mekânsal ihtiyaçlarını değiştirecektir.

Anahtar Kelimeler

COVİD-19, gıda perakende, e-ticaret, İstanbul

Destekleyen Kurum

TÜBİTAK

Proje Numarası

Proje No:120K312

Teşekkür

Bu makale TÜBİTAK 1001 Projesi olarak desteklenen proje (Proje No:120K312, COVID-19 Pandemisinin Gıda Perakende Sektörüne Etkilerinin Analizi ve Geleceğe Yönelik Çözüm Önerilerinin Geliştirilmesi) kapsamında üretilmiştir. Projeye verdiği destekten ötürü TÜBİTAK’a teşekkürlerimizi sunarız.

A QUALITATIVE STUDY TO DETERMINE DIGITIZATION IN FOOD RETAILING IN TURKEY AND THE EFFECTS OF COVID-19 ON DIGITIZATION

Öz

Increase in demand for online services during the COVID-19 pandemic indicates that the online shopping system will attract more attention in the retail sector in a post-pandemic world. This article aims to contribute to the discussions about the online shopping and the changes on the food retail sector with the COVID-19 pandemic. For this purpose, this article has given answers to the question of how online shopping has increased and what kind of actions businesses took during the pandemic process. According to the research objectives, organized food retail businesses in three different categories selected from Istanbul were taken as a sample and analyzed based on in-depth interviews. The significant findings of the research support the idea that the consumer demands for online shopping has been accelerated by the COVID-19 pandemic. However, the increase in online shopping demand in the early stages of the pandemic lost its effect to some extent with the normalization. While businesses that have previously developed their digital infrastructure can more easily respond to on-line shopping demands, most of the local markets with limited capital did not consider to invest in online infrastructure. It is understood that the online shopping in food retail will not increase much, when compared to other retail sectors. As a result, both physical and online shopping will take place in the future of the food retail sector. Nevertheless, increasing online sales will change the spatial needs of food retail businesses within the city.

Anahtar Kelimeler

COVID-19, food retail, e-commerce, Istanbul, COVID-19, food retail, e-commerce, Istanbul

Proje Numarası

Proje No:120K312

Kaynakça

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