Kriz dönemlerinde (Covıd-19 pandemisi) değişen satın alma davranışı- fiyat hassasiyeti ve algılanan kalite
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Dosyalar
Tarih
2021
Yazarlar
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Yayıncı
Tekirdağ Namık Kemal Üniversitesi
Erişim Hakkı
info:eu-repo/semantics/openAccess
Özet
31 Aralık 2019'da Çin'in Hubei eyaletine bağlı Wuhan kentinde ortaya çıkan COVID-19 kısa süre içerisinde tüm dünyayı etkisi altına almıştır. Bunun sonucunda pandeminin ilan edilmesi ile birlikte getirilen kısıtlamalar panik satın alma davranışına yol açmış ve online alışverişlerde artış gözlemlenmiştir. Bir sağlık krizi olarak bu dönemde tüketiciler virüsün olumsuz etkilerinden korunmak ve karantina durumlarında ürün ulaşılabilirliğinin kısıtlanacağı düşüncesi ile belirli gıda ürünlerine yönelmişlerdir. Pandemi döneminde tüketiciler tarafından özellikle talebi artan gıda ürün grupları bağışıklık sistemini güçlendirmek adına meyve - sebze ve raf ömrünün uzun olması ve besleyicilik yönüyle bakliyat-makarna olmuştur. Geçmiş araştırmalara bakıldığında ise tüketicilerin satın alma sürecinde en önemli iki faktörün fiyat ve kalite olduğu ve aynı şekilde kriz dönemlerinde fiyat duyarlılığı ve gıda ürünlerinin algılanan kalitesinin tüketici tarafından arttığı tespit edilmiştir. Bu sebeple bu çalışmanın temel amacı COVID-19 döneminde tüketicilerin satın alma davranışlarının fiyat duyarlılığı ve algılanan kalite bağlamında iki gıda ürün grubu olan meyve-sebze ve bakliyat-makarna açısından değişim gösterip göstermediğini tespit etmektedir. Bu nedenle araştırma kapsamında çevrimiçi anket yöntemiyle 447 veri elde edilmiştir. Veriler frekans analizleri, tanımlayıcı istatistikler, faktör ve güvenilirlik analizleri, Student t Testi ve One-Way Anova Testi ile incelenmiştir. Bunun sonucunda COVID-19 döneminde tüketici davranışlarının iki gıda ürün grubu için fiyat duyarlılığı ve algılanan kalite bağlamında değiştiği sonucuna ulaşılmıştır.
COVID-19, which emerged in Wuhan, China's Hubei province on December 31, 2019, affected the whole world in a short time. As a result, the restrictions brought with the declaration of the pandemic led to panic buying behavior and an increase in online shopping was observed. In this period, as a health crisis, consumers have turned to certain food products with the thought that they will be protected from the negative effects of the virus and that product availability will be limited in quarantine situations. During the pandemic period, especially the food product groups, the demand of which increased by the consumers, became fruits and vegetables in order to strengthen the immune system, and legumes and pasta in terms of their long shelf life and nutritive value. Looking at the past researches, it has been determined that the two most important factors in the purchasing process of consumers are price and quality, and likewise, price sensitivity and the perceived quality of food products increase by the consumer in times of crisis. For this reason, the main purpose of this study is to determine whether the purchasing behavior of consumers in the COVID-19 period has changed in terms of price sensitivity and perceived quality based on two food product groups, fruit-vegetable and legumes-pasta. For this reason, 447 data were obtained by the online survey method within the scope of the research. Data was analyzed with frequency analysis, descriptive statistics, factor and reliability analysis, Student's T Test and One-Way Anova Test. As a result, it was concluded that consumer behavior changed in the context of price sensitivity and perceived quality for the two food product groups during the COVID-19 period.
COVID-19, which emerged in Wuhan, China's Hubei province on December 31, 2019, affected the whole world in a short time. As a result, the restrictions brought with the declaration of the pandemic led to panic buying behavior and an increase in online shopping was observed. In this period, as a health crisis, consumers have turned to certain food products with the thought that they will be protected from the negative effects of the virus and that product availability will be limited in quarantine situations. During the pandemic period, especially the food product groups, the demand of which increased by the consumers, became fruits and vegetables in order to strengthen the immune system, and legumes and pasta in terms of their long shelf life and nutritive value. Looking at the past researches, it has been determined that the two most important factors in the purchasing process of consumers are price and quality, and likewise, price sensitivity and the perceived quality of food products increase by the consumer in times of crisis. For this reason, the main purpose of this study is to determine whether the purchasing behavior of consumers in the COVID-19 period has changed in terms of price sensitivity and perceived quality based on two food product groups, fruit-vegetable and legumes-pasta. For this reason, 447 data were obtained by the online survey method within the scope of the research. Data was analyzed with frequency analysis, descriptive statistics, factor and reliability analysis, Student's T Test and One-Way Anova Test. As a result, it was concluded that consumer behavior changed in the context of price sensitivity and perceived quality for the two food product groups during the COVID-19 period.
Açıklama
Anahtar Kelimeler
İşletme, Business Administration
