Ertuğrul KARAKAYA, İbrahim BOZACI, İsmail GÖKDENİZ

Travmatik Olayların Tüketici DavranışlarınaEtkilerine Yönelik Nitel Bir Araştırma

Günümüz piyasa şartlarında; faaliyet gösteren işletmeler, hangi sektörde olursa olsun kendilerini aşırı zorlayan bir rekabet ortamına maruz kalmaktadır. Bu aşırı yoğun ve bunaltıcı rekabet ortamı işletmeler için; rakiplerinden farklı ürünler ortaya koymaları konusunda geçmişe göre çok daha fazla zaruri hale gelmiştir. İşletmeler farklıürünler ortaya koyabilmek için tüketici istek ve ihtyaçlarını farklı şekilde analiz etmeleri gerektiğinin farkındadır. Tüketici beklentilerini analiz ederken de, tüketicilerin psikoljik durumlarını doğru anlamanın önemini bilmektedirler. Bu yüzden tüketici tercihlerindeki değişimi anlayabilmek için farklı yönlerden incelemeler yapmaktadırlar.Araştırmalar travmatik olaylar neticesinde, insanların tüketim davranışlarının değişebileceğini göstermektedir. Ancak konuyla ilgili gerçekleştirilen araştırmalar dahaçok felaket gibi toplumsal düzeyde yaşanan travmatik olaylarla ilgilidir. Diğer taraftan hane içi şiddet gibi bireysel travmatik olayların yaygın olmasından dolayı, bu tür travmatik olayların tüketim üzerindeki etkilerinin incelenmesi gerektiği düşünülmektedir. İnsan hayatını olumsuz etkileyen sıra dışı olumsuz olayların, tüketim davranışlarını da etkilemesi söz konusudur. Bu araştırmada, travmatik olayların belirli tüketim davranışlarına etkilerinin incelenmesi amaçlanmaktadır. Bu kapsamda öncelikle travmatik olayların birey ve tüketicilere etkilerine yönelik ikincil veriler incelenmektedir. Ardından, 2019 yılı içinde nitel veri toplama yöntemiyle travmatik olay yaşayan 48 katılımcıdan veri toplanmakta ve elde edilen veriler içerik analizine tabi tutulmaktadır. Araştırma sonucunda, travmatik olayların tüketicilerin sigara ve alkol kullanmaya başlamasına neden olabildiği, plansız satın almalarını artırabildiği veya azaltabildiği, rahatlatıcı tüketimleri ve zorlayıcı alışverişleri artırabildiği ve fiyat duyarlılığını artırabildiği veya azaltabildiği tespit edilmektedir. Bu sonuçlar, bireysel düzeyde yaşanan travmatik olayların tüketici davranışlarını etkileyebildiği iddiasını desteklemektedir. Son olarak araştırma bulguları tartışılmakta ve öneriler geliştirilmektedir.

A Qualitative Research on the Effects of Traumatic Events on the Consumer Behaviours

Intoday's market conditions; operating companies are exposed to a competitive environment that challenges themselves, regardless of their sector.Thisextremely intense and overwhelming competitive environment for companies; compared to the past, it has become much more necessary for them to produce different products than their competitors. Companies are aware that they need to analyze their consumer claims and needs differently in order to produce different products.While analyzing consumer expectations, they understand the importance of correctly understanding the psychological status of consumers. That's why they do different ways of examining the change in consumer preferences.Researches show that people’s consumption behavior can change as a result of traumatic events. However, the researhes on the subject are mostly related to traumatic events like disaster experienced at the social level. On theother hand, due to prevalence of individual traumatic events like domestic violence, it is thought that the results of these kinds of traumatic events on consumer should be investigated. Unusual negative events that negatively affect human life, affect consumption behavior. In this study, it is aimed to investigate the effects of traumatic events on specified consumption behaviors. In this context, secondary data on the effects of traumatic events on individuals and consumers are examined first. Then, in 2019 qualitative data collection method is used to collect data from 48 traumatic participants and content analysis is performed. As a result of the research, it is determined that traumatic events can cause consumers to start smoking and alcohol, increase or decrease unplanned purchases, increase relaxing consumption and compulsive purchases and increase or decrease price sensitivity. These results support the claim that traumatic events at the individual level can affect consumer behavior. Finally, research findings are discussed and suggestions are developed.

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Turkish Studies - Economics, Finance, Politics-Cover

ISSN: 2667-5625
Yayın Aralığı: Yılda 4 Sayı
Başlangıç: 2006
Yayıncı: ASOS Eğitim Bilişim Danışmanlık Otomasyon Yayıncılık Reklam Sanayi ve Ticaret LTD ŞTİ