Araştırma Makalesi
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The Impact of COVID-19 on Consumer Behavior: An Application on Shopping in the Clothing Sector in İstanbul

Yıl 2022, Cilt: 1 Sayı: 2, 92 - 112, 31.12.2022

Öz

The purpose of this study is to investigate changes in consumer behavior and purchasing patterns during the COVID-19 crisis. This research is about the impact of COVID-19 on consumer shopping behavior regarding the population who was staying in İstanbul between the 1st of December 2020 and the 1st of June 2021. Nowadays, our consumption’s frequencies have been changing. As we become more encouraged to purchase more online than what we used to be before COVID-19 with such an impulsive behavior. Concerning clothes, people purchasing in-doors clothes more than out-doors clothes because of lockdown regulations, which state the necessity of staying home. In this context, a review of the literature on COVID-19 and consumer behavior is conducted. The study's goal is to analyze how COVID-19 changed consumer-purchasing behavior. The quantitative research techniques are employed. The primary data was gathered from İstanbul residents. A structured questionnaire was suitable for this research. The sample size was 150, and the sample consisted of consumers who stayed in İstanbul between December 1, 2020 and June 1, 2021. According to the findings of the study, the independent variable has a significant influence on the purchasing and pondering patterns of customers.

Kaynakça

  • Abou Jeb, S., & Choura, A. (2021). The Impact of COVID-19 on the Change of Customer Buying Behavior.: A Study on the Change of Swedish Millennials’ Buying Behaviour for Fashion Products with Respects to Selecting Between Online and Offline Retail Channels. Jonkoping University Business School. Master Thesis Within General Management.
  • Bryman, A., & Bell, E. (2015). Business Research Method (Forth ed.). New York: Oxford University Press.
  • Duquenne, M.-N., & Vlontzos, G. (2013). The Impact of the Greek Crisis on the Consumers’ Behaviour: Some Initial Evidences? British Food Journal, 116(6),890-903.
  • Foxall, G. R. (2016). Consumer behavior analysis comes of age. In the Routledge Companion to Consumer Behavior Analysis. New York: Routledge Imprint of the Taylor & Francis Group, an Inform Business.
  • Hashimi, H., Attiq, S., & Farooq, R. (2019). Factors Affecting Online Impulsive Buying Behavior: A Stimulus Organism Response Model Approach. Market Forces College of Management Sciences, 14(1), 19-42.
  • Hassan, S. B., & Soliman, M. (2021). COVID-19 and Repeat Visitation: Assessing the Role of Destination Social Responsibility, Destination Reputation, Holidaymakers’ Trust and Fear Arousal. Journal of Destination Marketing & Management, 19(2021), 1- 11.
  • Juaneda-Ayensa, E., Mosquera, A., & Murillo, Y. S. (2016). Omnichannel Customer Behavior: Key Drivers of Technology Acceptance and Use and Their Effects on Purchase Intention. Frontiers in Psychology, 7(1117).
  • Kardes, F. C., Cline T. W., & Cronley, M. L., (2011). Consumer Behavior: Science and Practice. Ohio: South-Western Cengage Learning.
  • Khan, M. A., 2006. Consumer Behavior and Advertising Management. New Delhi: New Age International.
  • Kotler, P. (2017). Principles of Marketing. Pearson Education. Seventh European Edition.
  • Kotler, P., & Armstrong, G. (2012) Principles of Marketing. 14th Edition, Pearson Education Limited, Essex, England.
  • Kotler P., & Keller K. (2011). Marketing Management (14th edition), London: Pearson Education.
  • Kotler, P. & Keller, L.K. (2016). Marketing Management. Pearson Education. Fifteenth Edition.
  • Kumar R., 2019. Impact of Various Demographic Factors on Consumer Behavior – An Empirical Study of Electronic Products in Rural Himachal (India). Indian Journal of Economics and Business, 19(1),109-127.
  • Laato, S., Islam, A. N., Farooq, A., & Dhir, A. (2020). Unusual Purchasing Behavior During the Early Stages of the COVID-19 Pandemic: The Stimulus-Organismresponse Approach. Journal of Retailing and Consumer Services, 57, 102224.
  • McFall, M., (2020). These Facts Show How Unsustainable the Fashion Industry Is. In World Economic Forum. Available at: https://www.weforum.org/agenda/2020/01/fashion-industry-carbon-unsustainableenvironment-pollution/
  • McKinsey, (2021). State of Fashion 2020: An Uneven Recovery and New Frontiers. McKinsey & Company. Available at: https://www.mckinsey.com/industries/retail/our-insights/state-of-fashion.
  • Paulins, A.V., & Geistfeld, L. V., (2003). The Effect of Consumer Perceptions of Store Attributes on Apparel Store Preference. Journal of Fashion Marketing and Management, 7 (4), 371–385.
  • Plummer, J. T. (1974). The Concept and Application of Life Style Segmentation the Combination of Two Useful Concepts Provides a Unique and Important View of the Market. Journal of Marketing, 38(1), 33-37.
  • Priest, J., Carter, S., & Statt, D. A. (2013). People as Consumers. In Consumer Behaviour (Vol. 1, pp. 1-11). Edinburgh: Edinburgh Business School-Heriot-Watt University .
  • Ramya, N., & Ali, M. (2016). Factors affecting consumer buying behavior. International Journal of Applied Research, 2(10), 76-80.
  • Rani, P. (2014). Factors Influencing Consumer Behaviour. International Journal of Current Research and Academic Review. Excellent Publishers. Retrieved from http://www.ijcrar.com/vol-2-9/Pinki%20Rani.pdf.
  • Reinartz, W., & Imschloß, M. (2017). From Point of Sale to Point of Need: How Digital Technology Is Transforming Retailing. The Future of Retailing, 9(1), 42-47.
  • Rita, P., Oliveira, T., & Farisa, A. (2019). The Impact of E-Service Quality and Customer Satisfaction on Customer Behavior in Online Shopping. Heliyon, 5(1), 1-14.
  • Saladino, V., Algeri, D., & Auriemma, V. (2020). The Psychological and Social Impact of COVID-19: New Perspectives of Well-Being. Frontiers in Psychology, Available at: https://www.frontiersin.org/articles/10.3389/fpsyg.2020.577684/full.
  • Schieffman, G. L., & Kanuk, L. L. (2004). Consumer Behavior. International Edition, 8th Edition | Pearson (8th ed., Vol. 19). Www.pearson.com.
  • Solomon, M. R., (2004). Consumer Behavior: Buying, Having and Being. UK: Pearson/Prentice Hall.
  • Srivastava, S., & Barmola, K. (2010). The Role of Consumer Behaviour in Present Marketing Management Scenario. Productivity, 51(268-275).
  • Syaglova, Y., & Salamovska, S. M. (2019). Digital Transformation in Marketing and Business – Implications on Retail Technologies and Customer Engagement. Digital Transformation in Marketing, 4(1), 215-225.
  • The World Bank, (2021). How COVID-19 is Affecting Companies Around the World. World Bank.
  • Verhoef, P. C., Kannanb, P., & Inman, J. J. (2015). From Multi-Channel Retailing to Omni-Channel Retailing Introduction to the Special Issue on Multi-Channel Retailing. Journal of Retailing, 91(2), 174–181.
  • Waguespack, B., & Hyman, M. (1993). Consumer Behavior: Still Normative After All These Years. In Advances in Marketing (SWMA Conference Proceedings) (McKee, et al., eds.), Baton Rouge, LA: Louisiana State University, 29-35.)
  • W.H.O. (2021). Coronavirus. Available at: https://www.who.int/health-topics/coronavirus#tab=tab_1
  • Zhao, Y., & Bacao, F. (2021). How Does the Pandemic Facilitate Mobile Payment? An Investigation on Users’ Perspective under the COVID-19 Pandemic. International Journal of Environmental Research and Public Health, 18(3), 1016.

COVİD-19'un Tüketici Davranışlarına Etkisi: İstanbul Giyim Sektöründe Alışveriş Üzerine Bir Uygulama

Yıl 2022, Cilt: 1 Sayı: 2, 92 - 112, 31.12.2022

Öz

Giyim sektörü dünya ekonomisine önemli bir katkı sağlamaktadır. Bununla birlikte, koronavirüs pandemisi, sektörün planlanan değer büyümesinde önemli bir yavaşlamaya neden oldu ve tekstil endüstrisinde faaliyet gösteren işletmeler için önemli bir zorluk oluşturdu. Bu çalışmanın amacı, COVİD-19 krizi sırasında tüketici davranışlarında ve satın alma kalıplarında meydana gelen değişiklikleri araştırmaktır. COVİD-19 döneminde giyecek konusunda, evde kalmanın gerekli olduğunu belirten sokağa çıkma yasağı düzenlemeleri nedeniyle insanlar açık hava kıyafetlerine göre daha fazla ev içi kıyafet satın almışladır. Çalışma kapsamında COVİD-19 ve tüketici davranışları ile ilgili literatür taraması yapılmıştır. Çalışmanın amacı, COVİD-19'un tüketici satın alma davranışını nasıl etkilediğini keşfetmektir. Çalışmada nicel araştırma teknikleri kullanılmıştır. Araştırmacının birincil verileri İstanbul’da yaşayan tüketicilerden alınmıştır. Bu araştırma için yapılandırılmış bir anket kullanılmıştır. Örneklem büyüklüğü 150 olup, örneklem 1 Aralık 2020 ile 1 Haziran 2021 tarihleri arasında İstanbul'da yaşayan tüketicilerden oluşturulmuştur. Bu çalışmada bağımsız değişken COVİD-19, bağımlı değişken ise tüketici-alışveriş davranışıdır. Araştırmanın bulgularına göre, bağımsız değişken, müşterilerin satın alma ve düşünme kalıpları üzerinde anlamlı bir etkiye sahiptir.

Kaynakça

  • Abou Jeb, S., & Choura, A. (2021). The Impact of COVID-19 on the Change of Customer Buying Behavior.: A Study on the Change of Swedish Millennials’ Buying Behaviour for Fashion Products with Respects to Selecting Between Online and Offline Retail Channels. Jonkoping University Business School. Master Thesis Within General Management.
  • Bryman, A., & Bell, E. (2015). Business Research Method (Forth ed.). New York: Oxford University Press.
  • Duquenne, M.-N., & Vlontzos, G. (2013). The Impact of the Greek Crisis on the Consumers’ Behaviour: Some Initial Evidences? British Food Journal, 116(6),890-903.
  • Foxall, G. R. (2016). Consumer behavior analysis comes of age. In the Routledge Companion to Consumer Behavior Analysis. New York: Routledge Imprint of the Taylor & Francis Group, an Inform Business.
  • Hashimi, H., Attiq, S., & Farooq, R. (2019). Factors Affecting Online Impulsive Buying Behavior: A Stimulus Organism Response Model Approach. Market Forces College of Management Sciences, 14(1), 19-42.
  • Hassan, S. B., & Soliman, M. (2021). COVID-19 and Repeat Visitation: Assessing the Role of Destination Social Responsibility, Destination Reputation, Holidaymakers’ Trust and Fear Arousal. Journal of Destination Marketing & Management, 19(2021), 1- 11.
  • Juaneda-Ayensa, E., Mosquera, A., & Murillo, Y. S. (2016). Omnichannel Customer Behavior: Key Drivers of Technology Acceptance and Use and Their Effects on Purchase Intention. Frontiers in Psychology, 7(1117).
  • Kardes, F. C., Cline T. W., & Cronley, M. L., (2011). Consumer Behavior: Science and Practice. Ohio: South-Western Cengage Learning.
  • Khan, M. A., 2006. Consumer Behavior and Advertising Management. New Delhi: New Age International.
  • Kotler, P. (2017). Principles of Marketing. Pearson Education. Seventh European Edition.
  • Kotler, P., & Armstrong, G. (2012) Principles of Marketing. 14th Edition, Pearson Education Limited, Essex, England.
  • Kotler P., & Keller K. (2011). Marketing Management (14th edition), London: Pearson Education.
  • Kotler, P. & Keller, L.K. (2016). Marketing Management. Pearson Education. Fifteenth Edition.
  • Kumar R., 2019. Impact of Various Demographic Factors on Consumer Behavior – An Empirical Study of Electronic Products in Rural Himachal (India). Indian Journal of Economics and Business, 19(1),109-127.
  • Laato, S., Islam, A. N., Farooq, A., & Dhir, A. (2020). Unusual Purchasing Behavior During the Early Stages of the COVID-19 Pandemic: The Stimulus-Organismresponse Approach. Journal of Retailing and Consumer Services, 57, 102224.
  • McFall, M., (2020). These Facts Show How Unsustainable the Fashion Industry Is. In World Economic Forum. Available at: https://www.weforum.org/agenda/2020/01/fashion-industry-carbon-unsustainableenvironment-pollution/
  • McKinsey, (2021). State of Fashion 2020: An Uneven Recovery and New Frontiers. McKinsey & Company. Available at: https://www.mckinsey.com/industries/retail/our-insights/state-of-fashion.
  • Paulins, A.V., & Geistfeld, L. V., (2003). The Effect of Consumer Perceptions of Store Attributes on Apparel Store Preference. Journal of Fashion Marketing and Management, 7 (4), 371–385.
  • Plummer, J. T. (1974). The Concept and Application of Life Style Segmentation the Combination of Two Useful Concepts Provides a Unique and Important View of the Market. Journal of Marketing, 38(1), 33-37.
  • Priest, J., Carter, S., & Statt, D. A. (2013). People as Consumers. In Consumer Behaviour (Vol. 1, pp. 1-11). Edinburgh: Edinburgh Business School-Heriot-Watt University .
  • Ramya, N., & Ali, M. (2016). Factors affecting consumer buying behavior. International Journal of Applied Research, 2(10), 76-80.
  • Rani, P. (2014). Factors Influencing Consumer Behaviour. International Journal of Current Research and Academic Review. Excellent Publishers. Retrieved from http://www.ijcrar.com/vol-2-9/Pinki%20Rani.pdf.
  • Reinartz, W., & Imschloß, M. (2017). From Point of Sale to Point of Need: How Digital Technology Is Transforming Retailing. The Future of Retailing, 9(1), 42-47.
  • Rita, P., Oliveira, T., & Farisa, A. (2019). The Impact of E-Service Quality and Customer Satisfaction on Customer Behavior in Online Shopping. Heliyon, 5(1), 1-14.
  • Saladino, V., Algeri, D., & Auriemma, V. (2020). The Psychological and Social Impact of COVID-19: New Perspectives of Well-Being. Frontiers in Psychology, Available at: https://www.frontiersin.org/articles/10.3389/fpsyg.2020.577684/full.
  • Schieffman, G. L., & Kanuk, L. L. (2004). Consumer Behavior. International Edition, 8th Edition | Pearson (8th ed., Vol. 19). Www.pearson.com.
  • Solomon, M. R., (2004). Consumer Behavior: Buying, Having and Being. UK: Pearson/Prentice Hall.
  • Srivastava, S., & Barmola, K. (2010). The Role of Consumer Behaviour in Present Marketing Management Scenario. Productivity, 51(268-275).
  • Syaglova, Y., & Salamovska, S. M. (2019). Digital Transformation in Marketing and Business – Implications on Retail Technologies and Customer Engagement. Digital Transformation in Marketing, 4(1), 215-225.
  • The World Bank, (2021). How COVID-19 is Affecting Companies Around the World. World Bank.
  • Verhoef, P. C., Kannanb, P., & Inman, J. J. (2015). From Multi-Channel Retailing to Omni-Channel Retailing Introduction to the Special Issue on Multi-Channel Retailing. Journal of Retailing, 91(2), 174–181.
  • Waguespack, B., & Hyman, M. (1993). Consumer Behavior: Still Normative After All These Years. In Advances in Marketing (SWMA Conference Proceedings) (McKee, et al., eds.), Baton Rouge, LA: Louisiana State University, 29-35.)
  • W.H.O. (2021). Coronavirus. Available at: https://www.who.int/health-topics/coronavirus#tab=tab_1
  • Zhao, Y., & Bacao, F. (2021). How Does the Pandemic Facilitate Mobile Payment? An Investigation on Users’ Perspective under the COVID-19 Pandemic. International Journal of Environmental Research and Public Health, 18(3), 1016.
Toplam 34 adet kaynakça vardır.

Ayrıntılar

Birincil Dil İngilizce
Konular Tüketici Davranışı
Bölüm Araştırma Makalesi
Yazarlar

Chaimae Tamkidda Bu kişi benim 0000-0001-5567-9354

Evrim İldem Develi 0000-0003-3842-8611

Yayımlanma Tarihi 31 Aralık 2022
Yayımlandığı Sayı Yıl 2022 Cilt: 1 Sayı: 2

Kaynak Göster

APA Tamkidda, C., & Develi, E. İ. (2022). The Impact of COVID-19 on Consumer Behavior: An Application on Shopping in the Clothing Sector in İstanbul. Turkish Journal of Marketing Research, 1(2), 92-112.