Gold Jewelry Consumption in Pandemic

Year 2021, Volume: 18 Issue: 43, 7220 - 7246, 07.11.2021

Selahattin Armağan Vurdu

https://doi.org/10.26466/opus.941168

Cited By: 1

Abstract

The Covid-19 pandemic has led to the contraction of the global economy, decrease in production and trade volume, increase in uncertainty and change in consumer behavior. Governments have announced support packages in order to eliminate the social and economic damages caused by the pandemic and to increase economic activity. However, the increasing uncertainty and the measures taken to prevent the spread of the virus led to an increase in consumer savings, and a decrease in social and luxury expendi-tures other than essential consumer goods. In this study, the factors affecting consumer purchasing behavior in the pandemic economy, the status of the demand for jewelry as a luxury consumption type in the pandemic compared with pre-pandemic, the performance of China, India, the USA and Turkey as countries that played an important role in global jewelry consumption are examined. In the study, gold jewelry demand in Turkey is subjected to trend analysis with the Mann-Kendall Seasonality Test method. Gold jewelry, which is socially consumed as a status indicator, is mostly consumed as a high-caliber, luxury saving tool, considering its ability to be easily converted into cash with minimal depreciation in Turkey. Considering gold jewelry a luxury saving tool in the pandemic economy, where consumers tend to increase their savings, is considered one of the most important reasons for Turkey to maintain its share in the world demand during this period.

Keywords

Covid-19, Consumer Behavior, Gold Jewelry, Luxury Saving

Pandemide Altından Mücevher Tüketimi

Abstract

Covid-19 pandemisi küresel ekonominin daralmasına, üretim ve ticaret hacminin azalmasına, belirsizliğin artmasına ve tüketici davranışlarının değişmesine yol açmıştır. Pandeminin neden olduğu toplumsal ve ekonomik zararların giderilmesi, ekonomik aktivitenin artırılması için hükümetler destek paketleri açıklamıştır. Ancak belirsizlik ortamı ve virüsün yayılmasını engelleme amaçlı alınan tebdirler tüketici tasarruflarının artmasına, tüketicinin zaruri tüketim malları dışındaki toplumsal ve lüks harcamalarını azaltmasına sebep olmuştur. Bu çalışmada pandemi ekonomisinde tüketici satınalma davranışlarını etkileyen faktörler, bir lüks tüketim çeşidi olarak mücevherata talebin pandemi öncesi ile karşılaştırmalı durumu, küresel mücevher tüketiminde önemli rol oynayan ülkeler olarak Çin, Hindistan, ABD ile Türkiye’nin performansı incelenmektedir. Çalışmada Türkiye’de altından mücevher talebi Mann-Kendall Seasonality Test metodu ile trend analizine tabi tutulmaktadır. Statü göstergesi olarak toplumsal tüketimi olan altından mücevher Türkiye’de minimum değer kaybıyla kolayca nakde çevrilebilmesi özelliği göz önünde bulundurularak daha çok yüksek ayar olarak tüketilmekte, lüks tasar-ruf aracı olarak görülmektedir. Tüketicilerin tasarruflarını artırma eğilimi içerisinde olduğu pandemi ekomisinde, altından mücevherin lüks tasarruf aracı olarak görülmesi Türkiye’nin dünya talebindeki payını koruyabilmesinin en önemli nedenleri arasında değerlendirilmektedir.

Keywords

Covid-19, Tüketici Davranışı, Altından Mücevher, Lüks Tasarruf

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