Impact of Covid-19 outbreak on Consumer Behavioral Responses in the Turkish Context

Yıl 2021, Cilt: 3 Sayı: 2, 15 - 32, 31.12.2021

Esra Bal , E. Başak Tavman

Öz

Covid-19 pandemic has an interfering effect on consumer behaviours. This study
examines four types of consumer behavioral responses with a new conceptual model of
panic buying dimensions. The study investigated the influence of perceived scarcity,
perceived threat and Covid-19 situational variables on consumers’ brand switching,
product trial, purchase acceleration and stockpiling behaviours during the early times of
pandemic. Using an online survey, the data were obtained from 262 Turkish
consumers. The findings revealed that consumers’ perceived threat during the pandemic
has significantly correlated with brand switching, product trial, purchase acceleration
and stockpiling behaviours, whereas the perceived scarcity has only influenced the
product trial behaviours of the consumers. Finally, situational variables were found to
have a statistically significant influence on brand switching and product trial
behaviours. The results of the study acknowledge the importance of preparation of the
brands and retailers for effective and quick responses to consumers in the face of an
unusual and extraordinary social situation such as pandemic.

Anahtar Kelimeler

consumer behavioral responses, Covid-19 outbreak, perceived scarcity, perceived threat

Kaynakça

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