Price Fluctuation Analysis in E-Commerce Sector During Disaster Period: A Case Study for Beverage Category in Türkiye

Öz

Today's revenue management approach allows customers to analyze the competitive situation more consciously and in a shorter time by obtaining many comparative data on the internet. Shopping in the physical stores has been replaced by online shopping through e-commerce sites in recent years, as it causes both the physical fatigue experienced by customers and the fact that they are able to evaluate price alternatives more relatively in longer periods of time. While e-commerce has become more preferred in recent years, especially because it saves time for customers, it has also increased its preference trend more rapidly with the shutdown experienced worldwide due to the COVID-19 epidemic. Dynamic pricing, on the other hand, has become a very tempting strategy for online shopping sites and has become frequently used in recent years. Within the scope of this study, the best-selling products in the beverage category on a most preferred online shopping site in Turkey were examined within the framework of the online pricing approaches applied during the first, second and third waves of the COVID-19 period and the earthquake period that affected 11 provinces. In order to determine the most affected periods by means of revenue management approaches among the disaster periods, AHP and TOPSIS, which are multi-criteria decision-making methods, were used depending on different criteria, and it was determined that the first period of COVID-19 had the highest impact.

Anahtar Kelimeler

• E-Commerce Sector
• Revenue Management
• Dynamic Pricing
• AHP
• TOPSIS

Afet Dönemlerinde E-Ticaret Sektöründe Uygulanan Fiyat Dalgalanmaları Analizi: İçecek Kategorisi için Türkiye Örneği

Öz

Günümüzde gelir yönetimi anlayışı, müşterilerin internet ortamında birçok veriyi karşılaştırmalı olarak elde ederek rekabet durumunu daha akıllı ve kısa sürede analiz etmelerine olanak sağlamaktadır. Mağazaların fiziksel ortamlarından yapılan alışverişler, hem müşterilerin yaşadığı bedensel yorgunluklara hem de fiyat alternatiflerini daha uzun zaman dilimlerinde daha göreceli olarak değerlendirmelerine neden olmasından dolayı son yıllarda yerini e-ticaret siteleri üzerinden gerçekleştirilen online alışverişlere bırakmıştır. E-ticaret özellikle müşterilere zaman kazandırmasından dolayı son yıllarda daha çok tercih edilmeye başlanmışken, dünya genelinde yaşanan COVID-19 salgını nedeniyle yaşanan kapanmalarla da tercih eğilimini daha hızlı artırmıştır. Dinamik fiyatlandırma ise, online alışveriş siteleri için oldukça cazip görünen ve son yıllarda sıklıkla kullanılan bir strateji haline gelmiştir. Ele alınan bu çalışma kapsamında, Türkiye’de çok tercih edilen bir online alışveriş sitesinde içecek kategorisinde yer alan en çok satan ürünler, COVID-19 dönemi birinci, ikinci, üçüncü dalgalanma dönemleri ve 11 ili etkileyen deprem döneminde uygulanan online fiyatlandırma yaklaşımları çerçevesinde incelenmiştir. Gelir yönetimi yaklaşımlarının ele alınan afet dönemleri içerisinden en çok etkilediği dönemleri tespit etmek amacıyla, farklı kriterlere bağlı olarak çok kriterli karar verme yöntemlerinden AHP ve TOPSİS yöntemleri kullanılmış olup, COVID-19’un ilk periyodunun en yüksek etkiye sahip olduğu tespit edilmiştir.

Anahtar Kelimeler

• E-Ticaret Sektörü
• Gelir Yönetimi
• Dinamik Fiyatlandırma
• AHP
• TOPSİS

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