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Dergiler / Erzincan Binali Yıldırım Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi / 2021 / Cilt: 3 Sayı: 2

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

Esra Bal(Bağımsız Araştırmacı)0000-0003-0070-7025
E. Başak Tavman(IŞIK ÜNİVERSİTESİ)0000-0002-2544-9467
Sayfa
15–32
Yayın Tarihi
2021-12-31
DOI
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⚡ TL;DR(1 Cümlede Hızlı Çıkarım)

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.

📌 3 Maddede Bu Makale

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Amaç & Hipotez:Covid-19 pandemic has an interfering effect on consumer behaviours.
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Temel Bulgular & Veri: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.
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Sonuç & Katkı: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.
🔬Tür:Uygulamalı Anket & Alan Araştırması
📍Kapsam:Genişletilmiş Akademik Örneklem
⚙️Değişkenler:consumer behavioral responses · Covid-19 outbreak · perceived scarcity

Özet

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.

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Bu Makaleye Atıf Yap

Bal, E., Tavman, E. B. (2021). Impact of Covid-19 outbreak on Consumer Behavioral Responses in the Turkish Context. Erzincan Binali Yıldırım Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, Cilt: 3 Sayı: 2, 15–32. https://ajindex.com/articles/1479957

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