CONSUMER BEHAVIOR IN SEVERE TURBULENCE ERA

Yıl 2022, Cilt: 2 Sayı: 2, 53 - 64, 30.12.2022

Zehra Keskin Faruk Güven

Öz

Recent and unexpected crises such as the Russia-Ukraine war and the Covid-19 pandemic have had an impact on the cost of
living, prices, consumption, and consumer behavior. World experiences a dynamic changing world system and consumer
behavior responds to these changes. These major issues and then the precautions such as the closure of borders and other
trade restrictions reduced the international trade and caused governments to see protectionism as a choice, alternative
globalization. Furthermore, the increase in inflation because of the crisis causes a disruption in the supply chain. Crisis-based
consumer behaviors have been emerged and new habits emerged. Compulsory isolation and hygiene circumstances due to
the pandemic, supply chain challenges and increase in prices because of the Russia-Ukraine war led consumers to involve in
Do-It-Yourself (DIY) behaviors. Additionally, because it offers lower pricing and uniqueness, buyers are changing their
habits and turning to second-hand consumption. Finally, rising inflation and prices, as well as the breakdown of the supply
and demand equilibrium, have resulted in decreased consumption.

Anahtar Kelimeler

Covid-19, Do-It-Yourself (DIY), Pandemic, Consumer Behavior

YIKICI KRİZ DÖNEMLERİNDE TÜKETİCİ DAVRANIŞI

Öz

Rusya-Ukrayna savaşı ve Covid-19 salgını gibi güncel ve beklenmedik krizler; yaşam maliyeti, fiyatlar ve tüketici
davranışları üzerinde etkili olmuştur. Dünya, dinamik olarak değişen bir sistemi deneyimlemekte ve tüketici davranışı bu
değişikliklere yanıt vermektedir. Bu büyük sorunlar ve ardından sınırların kapatılması ve diğer ticaret kısıtlamaları gibi
önlemler, uluslararası ticareti azaltmış ve hükümetlerin korumacılığı bir seçenek, alternatif küreselleşme olarak görmelerine
neden olmuştur. Ayrıca kriz nedeniyle enflasyonun artması tedarik zincirinde aksamalara neden olmaktadır. Kriz temelli
tüketici davranışları ve yeni alışkanlıklar ortaya çıkmıştır. Salgın nedeniyle zorunlu izolasyon ve hijyen koşulları, tedarik
zincirindeki zorluklar ve Rusya-Ukrayna savaşı nedeniyle fiyatların artması tüketicileri Kendin Yap (DIY) davranışlarına
yöneltmiştir. Ayrıca daha düşük fiyat ve benzersizlik sunduğu için alıcılar alışkanlıklarını değiştirip ikinci el tüketime
yönelmiştir. Son olarak, artan enflasyon ve fiyatlar ile arz ve talep dengesinin bozulması, tüketimin azalmasına neden
olmuştur.

Anahtar Kelimeler

Covid-19, Kendin Yap, Salgın, Tüketici Davranışları

Kaynakça

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