Examination of Consumer Purchasing Behaviors and Changes in Marketing Strategies of Businesses During the Covid-19 Pandemic Process
Özet
This study examines the fundamental shift in consumer purchasing behaviors and corporate marketing strategies induced by the COVID-19 pandemic. Psychological distress, health uncertainties, and strict movement restrictions initially led consumers to minimize discretionary spending, concentrating primarily on basic necessities while rapidly accelerating the adoption of e-commerce and digital services globally. In response, businesses experienced a widespread digital migration, strengthening virtual infrastructures to accommodate surging online demand, rapid procurement, secure payment gateways, and frictionless mobile browsing. Empirical findings highlight unprecedented growth in online shopping across diverse demographics—notably among older cohorts—alongside heightened consumer expectations regarding site speed, data privacy, real-time support, and fast delivery. From a macroeconomic perspective, while lockdowns severely disrupted key sectors including tourism, aviation, and manufacturing, targeted government stimulus and financial assistance provided crucial economic stabilization. The analysis categorizes consumers into four distinct behavioral profiles: anxious stockers, precautionary spenders, stable consumers, and optimistic brand-oriented buyers. To sustain competitiveness and build enduring brand loyalty, enterprises must implement proactive, customer-centric strategies grounded in empathy, clear communication, agile decision-making, and continuous digital transformation. Ultimately, the pandemic permanently redefined global commerce, making digital integration and authentic customer engagement indispensable for organizational resilience.
Referanslar
Arthur S. and Henry, M. (2020). How do consumers protect their finances in times of uncertainty? https://www.thinkwithgoogle.com (Retrieved 12/03/2021)
Baker, S. R., Bloom, N., Davis, S. J., and Terry, S. J. (2020). Covid Induced Economic Uncertainty. National Bureau of Economic Research
Baker, S. R., Farrokhnia, R. A., Meyer, S., Pagel, M., and Yannelis, C. (2020). How does household spending respond to an epidemic? Consumptionduringthe 2020 COVID-19 pandemicNationalBureau of EconomicResearch.
Boulte, A. (2020). How does speeding up your mobile site increase your profitability? https://www.thinkwithgoogle.com(taken on 12/03/2021)
Columbus, L. (2020). How Covid 19 is Transforming E-Commerce? https://www.forbes.com (retrieved 18/03/2021)
Davies S. and Davies S. (2020). Consumer Journey Decision Making Processes https://www.thinkwithgoogle.com (Retrieved 12/03/2021)
Erdogan, M. G. (2020). E-Commerce and Digital Advertising Investments in the Covid-19 Period. Selcuk Communication, 1296-1318.
Ermis, E. E, (2021). How Covid-19 and E-Commerce Consumer Behavior Have Changed https://worldef.net (Retrieved 14/03/2021)
Güven, H. (2020). Changes in E-Commerce During the Covid-19 Pandemic Crisis, Eurasian Journal of Social and Economic Research, 251-268.
Moneta, J. and Sinclair, L. (2020). COVID-19 accelerated adoption of digital processes: Now is the time to transform https://www.thinkwithgoogle.com (Retrieved 12/03/2021)
Kaushik A, (2020). Marketing measurement do's and don'ts during coronavirus, https://www.thinkwithgoogle.com
Kayabaşı, E. T. (2020). Impact of COVID-19 on markets and consumer behavior. Journal of Eurasian Social and Economic Studies, 7(5), 15-25.
Loayza, N. V. and Pennings, S. (2020). Macroeconomic Policy in the Time of Covid-19: A primer for developing countries.
Mawdsley, C. (2020). Leading brands in our toughest learning era in business, https://www.thinkwithgoogle.com (retrieved 12/03/2021)
Nerlich, S. (2021). Succeeding in customer experience today and post-pandemic https://www.thinkwithgoogle.com (Retrieved 12/03/2021)
OECD, (2021). OECD raised the growth forecast of the Turkish Economy for 2021 from 2.9 percent to 5.9 percent, https://www.aa.com.tr (taken on 19/03/2021)
Öztunç, M. (2021). Discourse Analysis of the News Regarding the Economic Measures Taken by Turkey During the COVID-19 Pandemic. Erciyes Journal of Communication, 8(1), 231-255.
Rogers, K., and Cosgrove, A. (2020). Future Consumer Index: How COVID-19 is changing consumer behaviors. https://www.ey.com (Retrieved on 13/03/2021).
Scott, C. (2020). Lessons from quarantine: 5 ways EMEA brands survive the crisis https://www.thinkwithgoogle.com (retrieved 12/03/2021)
Scott, C. and Avalos, M. (2020). 5 digital marketing forecasts for post-pandemic economic recovery https://www.thinkwithgoogle.com (retrieved 12/03/2021)
Sharafli, R. (2021). 2021 Will Be the Year of New Trends in E-Commerce https://worldef.net (Taken on 14/03/2021)
Soylu, O. B. (2020). Sectoral Effects of Covid-19 in Turkish Economy Eurasian Journal of Researches in Socialand Economics( (7) 5 169-185
Sözcü, (2020). Economy: Production fell to 6.1 units, while capacity was 10 units. https://www.sozcu.com.tr, April 24.
Stratta, R. Voxlin, D. (2020). 5 ways retailers can improve customer mobile experience and profitability https://www.thinkwithgoogle.com (retrieved 12/03/2021)
Tolay, I. (2020). Crisis management and marketing: How brands in Turkey cope with the effects of the coronavirus https://www.thinkwithgoogle.com (retrieved 12/03/2021)
Van Deel, M. (2020). It's time to expand your e-commerce capabilities fast. https://www.capgemini.com(Taken on 15/03/2021)
Yavuz, F. (2020). The Impact of Coronavirus on Agriculture. Criterion Journal, Year 5(46)
Yorulmaz, R. and Kaptan, S. (2020). The Role of Fiscal Policies in the Process of Combating Kovid-19. Institute of International Relations and Strategic Studies 10-25
