The Impact of Crisis Perception on Consumer Purchasing Behaviors During the COVID-19 (Coronavirus) Period: A Research on Consumers in Turkey

Yıl 2021, Cilt: 16 Sayı: 3, 727 - 754, 01.12.2021

Emine Nihan Cici , Fatma Gül Bilginer Özsaatcı

https://doi.org/10.17153/oguiibf.923025

Cited By: 7

Öz

This study aims to determine the impact of crisis perception on consumer purchasing behaviors during the Covid-19 period. To this end, a survey has been conducted with citizens who are in quarantine and hold a decision-making position in making purchases. The study’s hypotheses were tested with correlation and multiple regression. These analyzes pointed out that crisis perception among consumers during the Covid-19 and sparingness and cautiousness, which are the sub-dimensions of crisis perception had positive and significant effect on purchasing behavior; however, the study determined that concern for the future sub-dimension did not have positive and significant effect on purchasing behavior. The results of the difference tests revealed that only wage restrictions caused a significant difference in crisis perception.

Anahtar Kelimeler

Covid-19, Consumer Purchasing Behavior, Crisis Perception, Pandemic Period

COVID-19 (Koronavirüs) Sürecindeki Kriz Algısının Tüketicilerin Satın Alma Davranışlarına Etkisi: Türkiye’deki Tüketiciler Üzerine Bir Araştırma

Öz

Bu çalışma, Covid-19 döneminde kriz algısının tüketici satın alma davranışlarına etkisini belirlemeyi amaçlamaktadır. Bu amaçla, Türkiye’de karantinada olan ve satın alma sürecinde karar verici pozisyonundaki bireylere anket uygulanmıştır. Çalışmanın hipotezleri korelasyon ve çoklu regresyon ile test edilmiştir. Analizler sonucunda Covid-19 sürecinde tüketicilerdeki kriz algısının satın alma davranışı düzeyinde ve kriz algısı alt boyutlarından tutumluluk ve ihtiyatlılığın da satın alma davranışı düzeyinde pozitif yönlü anlamlı etkiye sahip olduğu, ancak gelecek kaygısı alt boyutunun ise satın alma davranışı düzeyinde pozitif yönlü anlamlı etkiye sahip olmadığı tespit edilmiştir. Fark testleri sonucunda yalnızca maaş kısıtlamasına maruz kalmanın kriz algısı üzerinde anlamlı bir farklılığa neden olduğu belirlenmiştir.

Anahtar Kelimeler

Covid-19, Tüketici Satın Alma Davranışı, Kriz Algısı, Pandemi Dönemi

Kaynakça

• Ali, B. J. (2020), “Impact of COVID-19 on consumer buying behavior toward online shopping in Iraq”, Economic Studies Journal, Vol.18, No.42:267–280. Retrieved from https://www.asjp.cerist.dz/en/article/134070
• Amalia, P.; Ionut, P. (2009), “Consumers’ reaction and organizational response in crisis context.” The Journal of the faculty of Economics, Vol. 1, No.5: 779-782.
• Ang, S. H. (2000), “Personality influences on consumption: insights from the Asian economic crisis”, Journal of International Consumer Marketing, Vol.13, No.1: 5-20.
• Ang, S. H. (2001), “Crisis marketing: A comparison across economic scenarios”, International Business, Vol. 10: 263–284.
• Ang, S. H.; Leong, S. M.; Kotler, P. (2000), “The Asian apocalypse: Crisis marketing for consumers and business”, Long Range Planning, Vol. 33: 97–119.
• Arora, N.;Charm, T.;Grimmelt, A.;Ortega, M.;Robinson, K.;Sexauer, C.;Yamakawa, N. (2020), “A global view of how consumer behavior is changing amid COVID-19”, Mcknsey and Company. April.
• Asioli, D.; Aschemann-Witzel, J.; Caputo, V.; Vecchio, R.; Annunziata, A.; Næs, T.; Varela, P. (2017), “Making sense of the “clean label” trends: A review of consumer food choice behavior and discussion of industry implications”, Food Research International, Vol.99: 58-71.
• Baker, S. R.; Farrokhnia, R. A.;Meyer, S.; Pagel, M.; Yannelis, C. (2020), “How does household spending respond to an epidemic? Consumption during the 2020 COVID-19 pandemic”, The Review of Asset Pricing Studies, Vol.10, No.4: 834-862.
• Bakkar, M.(2020), “The Effect of COVID-19 Spread on Egyptian consumer behavior”, Available at http://dx.doi.org/10.2139/ssrn.3673931
• Berber, Ş. G.(2009), An appraisal on customer consuming behavior during economic crisis. (Master thesis), Marmara University, İstanbul
• Cánovas, A.; Ibañez, I. (2012), The Changes on the Spanish Consumer Behaviour After rhe Financial Crisis 2007: Applied towards a switch to store branded products.
• Chauhan, V.; Shah, M. H. (2020), “An Empirical Analysis into Sentiments, Media Consumption Habits, and Consumer Behaviour during the Coronavirus (COVID-19) Outbreak”, Purakala with ISSN, 0971-2143.
• Chenarides, L.; Grebitus, C.;Lusk, J. L.; Printezis, I. (2021), “Food consumption behavior during the COVID‐19 pandemic”, Agribusiness, Vol. 37, No.1: 44-81.
• Drakopoulos, S. (2008), “The paradox of happiness: towards an alternati; explanation”, Journal of Happiness Studies, Vol. 9, No. 2: 303-315.
• Dutt, P.; Padmanabhan, V. (2011), “Crisis and consumption smoothing”, Marketing Science, Vol.30, No.3: 491–512
• Egol, M.; Andrew Clyde, A.; Rangan, K. (2010), The New Consumer Frugality, www.strategybusiness.com/article/00023?pg=all, (Accessed 2/06/2020)
• Ellison, B.;McFadden, B.;Rickard, B. J.; Wilson, N. L. (2021), “Examining Food Purchase Behavior and Food Values During the COVID‐19 Pandemic”, Applied Economic Perspectives and Policy, Vol.43,No.1:58-72.
• Engel, J. F.; Blackwell, R. D.; Miniard, P. W. (1995), Consumer decision processes in consumer behavior, New York: Dryden Press, 95
• Fiszbein, A.; Adúriz, I.; Giovagnoli, P. I. (2003), “The Argentine crisis and its impact on household welfare” CEPAL Review, Vol. 79, April.
• Flatters, P.; Willmott, M. (2009), “Understanding the post-recession consumer”, Harvard Business Review, Vol.87, No.7/8:106-112.
• Frankenberg, E.; Thomas, D.; Beegle, K. (1999), The real costs of Indonesia's economic crisis: Preliminary findings from the Indonesia family life surveys, Working Paper, RAND Labor and Population Program, Santa Monica, CA. Series 99–04.
• Fuciu, M. (2020), “Effects of the SARS-COV-2 Pandemic on the Marketing and the Consumption Activity”, Land Forces Academy Review, Vol.25, No.4:347-355.
• Grashuis, J.; Skevas, T.; Segovia, M. S. (2020), “Grocery Shopping Preferences during the COVID-19 Pandemic”, Sustainability. Vol. 12, No. 13:5369.
• Kang, S. J.; Sawada, Y. (2008), “Credit crunch and household welfare: The case of the Korean financial crisis”, The Japanese Economic Review, Vol.59, No.4: 438–458.
• Katona, G. (1974), “Psychology and Consumer Economics”, Journal of Consumer Research, Vol.1:1-8.
• Kaytaz, M.; Gul, M. C. (2014), “Consumer response to economic crisis and lessons for marketers: The Turkish experience”. Journal of Business Research, Vol.67, No.1:2701-2706.
• Krishnamurthy, A.; Gopinath, K. S. (2020), “The need for prioritizing cancer surgeries amidst the COVID-19 pandemic”, Indian J Surg Oncol, Vol.11:169–170. https://doi.org/10.1007/s13193-020-01080-z
• Laato, S.; Islam, A. N.; Farooq, A.; Dhir, A. (2020), “Unusual purchasing behavior during the early stages of the COVID-19 pandemic: The stimulus-organism-response approach”, Journal of Retailing and Consumer Services, Vol. 57, 102224.
• Leinwand, P.; Moeller, L. H.; Shriram, K. B. (2008), Consumer Spendings in the Economic downturn: The Wide Ranging Impact on Consumer Behavior. Retrived November, 23, 2010.
• Lokshin, M. M.; Yemtsov, R. (2004), “Household strategies of coping with shocks in post‐crisis Russia”, Review of Development Economics, Vol.8, No.1: 15-32.
• Mansoor, D.; Jalal, A. (2011), “The global business crisis and consumer behavior: Kingdom of Bahrain as a case study”, International Journal of Business and Management, Vol.6, No.1: 104-115.
• McKenzie, D.; Schargrodsky, E. (2005), “Buying less, but shopping more: Changes in consumption patterns during a crisis”, In: Bureau for Research and Economic Analysis of Development (BREAD), Vol. 92, (Working Paper).
• McKenzie, D.; Schargrodsky, E. (2011), “Buying less but shopping more: The use of nonmarket labor during a crisis”, Journal of LACEA Economia, Vol.11, No.2: 1–35
• Murrugarra, E.; Signoret, J. (2002), Vulnerability in consumption, education and health: Evidence from Moldova during the Russian crisis. Mimeo, Washington, DC: World Bank.
• Nie, B.; Zhao, F.; Yu, J. (2010), The impact of the financial crisis on consumer behaviour and the implications of retail revolution. In Marketing Science Innovations and Economic Development: Proceedings of 2010 Summit International Marketing Science and Management Technology Conference.
• Nistorescu, T.; Puiu, S. (2009), Marketing strategies used in crisis-study case, MPRA Paper 17743, University Library of Munich, Germany.
• Noordegraaf-Eelens, L.; Franses. P. H. (2014), Does a financial crisis make consumers increasingly prudent?, Econometric Institute Report, 2014-16.
• Odabaşı, Y. Küresel Kriz Ortamında Tüketici Davranışları. Tüketici Yazıları (II), 67.
• Odabaşı, Y.; Barış, G. (2013), Tüketici davranışı (13. baskı), İstanbul: MediaCat Yayınları.
• Pandelica, A., Didea, I. ; Diaconu, M. (2013), “Are You Panicked? Economic And Health Consequences Of The Economic Crisis: A Psychological Approach In Romanian Context”, Scientific Bulletin-Economic Sciences, Vol.12, No.1: 39–49.
• Pathak, G.;Warpade, S.,(2020), “Impact of Lockdown Due to COVID-19 on Consumer Behaviour While Selecting Retailer for Essential Goods”, Zeichen, Vol.6, No.7: 282-289., Available at SSRN: https://ssrn.com/abstract=3664572
• Patil, B.;Patil, N. (2020), Impact of Covid 19 Pandemic on Cosnumer Behaviour. Mukt Shabd Journal,vol. 9, No.5:3074-3085
• Peng, N.;Chen, A. (2021), “Consumers’ Luxury Restaurant Reservation Session Abandonment Behavior During the COVID-19 Pandemic: The İnfluence of Luxury Restaurant Attachment, Emotional Ambivalence, and Luxury Consumption Goals”, International Journal of Hospitality Management, Vol. 94, 102891.
• Perner, L. (2008), “Consumer behaviour: the psychology of marketing; Uni. of Southern California”, [Online] Available: http://www.consumerpsychologist. Com, (Haziran 20, 2020).
• Perriman, H. E.; Ramsaran-Fowdar, R. R.; Baguant, P. (2010), The impact of the global financial crisis on consumer behaviour. The 2010 Annual London Business.
• Petev, I.; Pistaferri, L.; Eksten, I. S. (2012), Consumption in the great recession. The Russell Sage Foundation and the Stanford Center on Po;rty and Inequality, 2-3.
• Pop, D. ; Rosca, D. (2009). Impact of economic and financial crisis on individual consumer behaviour. Annals of Oradea Uni;rsity, Faculty of Engineering and Technology Management. vol. 8.
• Retail, K (2010), The New Consumer Behavior Paradigm: Permanent or Fleeting?, PriceWaterhouseCoopers.
• Richardson, N. J.; MacFie, H. J. H.; Shepherd, R. (1994), “Consumer attitudes to meat eating”, Meat Science, Vol.36, No.1-2: 57-65.
• Salzman, M.; O'Reilly, A. (2010), Trends in Mindful Consumption. Worldwide Knowledge Exchange.
• Sayyida, S.; Hartini, S.; Gunawan, S.; Husin, S. N. (2021), “The Impact of the Covid-19 Pandemic on Retail Consumer Behavior”, Aptisi Transactions on Management (ATM), Vol.5, No.1:79-88.
• Seeger, M. W.; Sellnow, T. ; Ulmer, R. R. (2003), Communication and organizational crisis. Westport, CT: Praeger.
• Shao, C. (2009), “The Impact of Financial Crisis on Consumer Buying Behavior”, Marketing Management Garden, No.6
• Sheth, J. (2020), “Impact of Covid-19 on consumer behavior: Will the old habits return or die?”, Journal of Business Research, Vol.117: 280-283.
• Stanciu, S.; Radu, R. I.; Sapira, V.; Bratoveanu, B. D.; Florea, A. M. (2020), “Consumer Behavior in Crisis Situations. Research on the Effects of COVID-19 in Romania”, Annals of the University Dunarea de Jos of Galati: Fascicle: I, Economics & Applied Informatics, Vol.26, No.1.
• Stephany, F.;Stoehr, N.;Darius, P.;Neuhäuser, L.;Teutloff, O.; Braesemann, F. (2020), “The CoRisk-Index: A data-mining approach to identify industry-specific risk assessments related to COVID-19 in real-time”, arXiv preprint arXiv:2003.12432.
• Sumarto, S.; Wetterberg, A.; Pritchett, L. (1999), The social impact of the crisis in Indonesia: results from a nationwide Kecamatan survey. East Asia Environment and Social Development Unit [World Bank].
• Trump, B.D.; Linkov, I. (2020), “Risk and resilience in the time of the COVID-19 crisis”, Environ Syst Decis, Vol.40:171–173 https://doi.org/10.1007/s10669-020-09781-0
• Urbonavicius, S.;Pikturniene, I. (2010), “Consumers in the face of economic crisis: Evidence from two generations in Lithuania”, Economics and Management, Vol. 15:827–834.
• Voinea, L.; Filip, A. (2011), “Analyzing the main changes in new consumer buying behavior during economic crisis”, International Journal of Economic Practices and Theories, Vol.1, No.1: 14-19.
• Wang, E.; An, N.; Gao, Z.; Kiprop, E.; Geng, X. (2020), “Consumer food stockpiling behavior and willingness to pay for food reserves in COVID-19”, Food Security, , Vol.12, No.4: 739-747
• Yadav, A.; Kumar, P. (2021), “Impact of Covıd-19 On Consumers’essentıal Buyıng Behavıor–an Indıan Perspectıve”, International Journal of Management (IJM), Vol.12, No.1.
• Zhigalova, A. (2012), Shifting of Consumer Behaviour. European Integration and Baltic Sea Region Studies, 2. Uni;rsity-Business Partnership through the Triple Helix Approach (2011) 91.
• Zurawicki, L.; Braidot, N. (2005), “Consumers during crisis: Responses from the middle class in Argentina”, Journal of Business Research, Vol. 58, No.8: 1100–1109.
• Zwanka, R. J.; Buff, C. (2021), “COVID-19 generation: a conceptual framework of the consumer behavioral shifts to Be caused by the COVID-19 pandemic”, Journal of International Consumer Marketing, Vol.33, No.1:58-67.