ANALYSISOF THE CHANGES IN CONSUMERS’PURCHASING BEHAVIORS IN THE PERIODS OF ECONOMIC RECESSION

Yıl 2011, Cilt: 7 Sayı: 13, 239 - 263, 01.06.2011

Engin Özgül Nihan Özgüven

Öz

Recent financial crisis is one of the largest economic depressions which started in the USA and spread over world in a short time with the impact of globalization. The indicators of this economic recession are decline in income, increase in unemployment rates and loss of securities values. In this study, in order to adopt periods of economic recession, changes in consumers‟ purchasing behaviors are measured with three coping strategies in which these strategies are named as adaptive, active and social network strategy and then tendency of using these strategies are determined according to the impact of recession on consumers. Analysis results indicate that although approximately half of consumers are negatively affected from the crisis, it varies according to types of measurement. We also determine that consumers use coping strategies in different levels in respect of the impact level of the crisis and various socio-demographic characteristics

Anahtar Kelimeler

Economic Stagnation, Consumer Behaviors, Coping Strategies

Ekonomik Durgunluk Dönemlerinde Tüketicilerin Satın Alma Davranışında Yaşanan Değişimlerin Analizi

Öz

Amerika'da başlayıp küreselleşmenin etkisi ile tüm dünyaya kısa sürede yayılan finansal kriz son zamanlarda yaşanan en büyük ekonomik bunalımlardan biridir. Bu ekonomik durgunluğun belirtileri olarak gelirlerin azalması, işsizlik oranlarındaki artış ve menkul kıymetlerin değer kaybetmesi sıralanabilir. Çalışmada ekonomik durgunluk dönemine uyum sağlamak için tüketicilerin gösterdikleri satın alma davranışlarındaki değişimler, uyumlaştırıcı, aktif ve sosyal ağ stratejileri başlıkları altında üç grup başa çıkma stratejisi tanımlanarak ölçümlenmiş ve bu stratejileri kullanma eğilimleri durgunluktan etkilenme düzeylerine göre belirlenmiştir. Yapılan analizlerde ölçme türüne göre değişmekle birlikte tüketicilerin yaklaşık yarısının krizden olumsuz etkilendiği, tüketicilerin başa çıkma stratejilerini krizden etkilenme düzeylerine ve çeşitli sosyo-demografik özelliklere göre farklı düzeylerde kullandıkları saptanmıştır.

Anahtar Kelimeler

Ekonomik Durgunluk, Tüketici Davranışları, Başa Çıkma Stratejileri

Kaynakça

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