Changing Purchasing Behavior in Crises Period (Covid-19 Pandemic) – Price Sensitivity and Perceived Quality

Authors : Bahar ŞENTÜRK, Hasan Selçuk ETİ

Pages : 335-348

View : 48 | Download : 84

Publication Date : 2023-06-30

Article Type : Research Paper

Abstract :Due to restrictions brought about by the COVID-19 pandemic, panic buying behaviour was observed, which led to an increase in online shopping. In this period, consumers have turned to certain food products in the belief that they will be protected from the virus\` harmful effects and that the availability of these products may be restricted during quarantine times. Therefore, the pandemic increased their demand for fruit-vegetables, legumes, and pasta, especially for these product groups. This study aims to determine whether consumers\` purchasing behaviour has changed concerning price sensitivity and perceived quality within two food product groups, fruit-vegetables, and legumes-pasta, in the COVID-19 period. Based on the information obtained from 447 respondents through the online survey method, factor analysis, t-tests, and one-way ANOVA are employed. As a result of the findings of this study, it was concluded that consumer behaviour changed in two food product categories for perceived quality and price sensitivity during COVID-19.
Keywords : Covid 19, Satın Alma Davranışı, Gıda Tüketimi