CONSUMERS' PLACE PREFERENCE OF PURCHASE DURING AND AFTER THE COVID-19 PANDEMIC

Year 2023, Volume: 10 Issue: 4, 1100 - 1112, 18.10.2023

Sema Mercanoğlu Erin

Abstract

The COVID-19 pandemic has brought many unknowns, risks, and innovations into the lives of consumers. Although this uncertain period is behind us, what it has changed in the lives of individuals and in the world of organizations that provide products and services to individuals, and what needs to be done in the new world order based on these changes, continues to be the subject of research. Businesses aiming to create purchase intentions for their products and services on consumers closely monitor consumers and marketing trends to dominate their markets and achieve profitability. However, there are many variables that affect consumer behavior. This research attempts to contribute to the literature by examining the relationship, especially between the occupation group of the consumer and the place of food purchase, focusing on demographic characteristics. The population of the study consists of individuals aged 18 and over living in Istanbul, Turkey. Quantitative research methods and online survey techniques were used in the study. Among the non-random sampling methods, an appropriate sampling method will be used. Data analysis was performed using the SPSS 24.0 package program. T-Tests and Anova tests were applied, and when the age, gender, education level, and occupation groups were evaluated in terms of statistical comparisons made in terms of changes in food consumption behavior during and after Covid-19, no significant differences were found. The Pearson Correlation test was applied to examine the relationship between food channel preferences during and after Covid. It was determined that there is a 0.83 positive correlation between food channel preferences during and after Covid. In this sense, it can be interpreted that food preference channels during and after Covid-19 are statistically very similar.

Keywords

Consumer Behavior, E-Commerce, Professional Group, Covid-19

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