COVID-19 SÜRECİNİN TÜKETİCİ DAVRANIŞLARINA ETKİSİ VE TÜKETİCİ EĞİLİMLERİNDEKİ YENİLİKLER: BAĞIŞIKLIK GÜÇLENDİRİCİ GIDA TAKVİYELERİ ÖRNEĞİ

Sinem EYİCE BASEV (İstanbul Gelişim Üniversitesi, Uygulamalı Bilimler Fakültesi, Halka İlişkiler ve Reklamcılık, İstanbul, Türkiye)
Dokuz Eylül Üniversitesi Sosyal Bilimler Enstitüsü Dergisi
6 3
Yıl: 2022 Cilt: 24 Sayı: 1 Sayfa Aralığı: 69 - 91 Metin Dili: Türkçe DOI: 10.16953/deusosbil.1079454 İndeks Tarihi: 09-08-2022

COVID-19 SÜRECİNİN TÜKETİCİ DAVRANIŞLARINA ETKİSİ VE TÜKETİCİ EĞİLİMLERİNDEKİ YENİLİKLER: BAĞIŞIKLIK GÜÇLENDİRİCİ GIDA TAKVİYELERİ ÖRNEĞİ

Öz:
COVID-19 sürecinde tüketicilerin farklı satın alma motivasyonlarına bağlı olarak farklı tüketici davranışları göstermektedirler. Bu durum, hijyen alışkanlıklarından maske takmaya, tüketici satın alma alışkanlıklarından evden çalışmaya kadar pek çok yeni alışkanlığı da beraberinde getirmiştir. Bu bağlamdan yola çıkılarak araştırmanın amacı, COVID-19 sürecinin Türkiye’de yaşayan tüketicilerin davranışlarına etkisi ve tüketici eğilimlerindeki yeniliklerin bağışıklık güçlendirici gıda takviyeleri örneği üzerinden belirlenmesidir. Araştırmanın modeli olarak nitel araştırma yöntemlerinden durum çalışması kullanılmıştır. Araştırmanın çalışma grubu 30 yaş ve üstü gönüllü 14 katılımcıdan oluşmuştur. Araştırmanın veri toplama aracı olarak, çalışma grubunun demografik özelliklerinin belirlenmesine yönelik 3 soru ve 9 yarı yapılandırılmış açık uçlu sorudan oluşan görüşme formu kullanılmıştır. Elde edilen veriler MAXQDA 2018 programı ile içerik analizi ve betimsel analiz tekniği kullanılarak analiz edilmiştir. Araştırma sonuçlarına göre; katılımcıların pandemi döneminde daha sağlıklı gıda tüketme ihtiyacı ortaya çıktığı saptanmıştır. Ayrıca katılımcıların pandemi sürecinde sağlıklarını korumaya daha fazla önem verdiği de belirlendiğinden bağışıklık sistemini güçlendirici gıda takviyeleri kullandığı söylenebilir
Anahtar Kelime: COVID-19 süreci Bağışıklık güçlendirici gıda takviyeleri Tüketici deneyimleri Tüketici davranışları Pazarlama

THE IMPACT OF THE COVID-19 PROCESS ON CONSUMER BEHAVIOR AND INNOVATIONS IN CONSUMER TRENDS: THE CASE OF IMMUNE-BOOSTING FOOD SUPPLEMENTS

Öz:
Consumers demonstrate various consumer behaviors in the COVID-19 process, depending on their various purchasing reasons. Many new behaviors have emerged as a result of this scenario, ranging from personal hygiene to the use of masks, from consumer shopping habits to working from home. Based on this backdrop, the goal of the study is to establish the impact of the COVID-19 process on consumer behavior in Turkey, as well as to identify consumer trend developments using the example of immune-boosting food supplements. The research model was a case study, which is one of the qualitative research approaches. The research's study group comprised of 14 volunteers aged 30 and higher. An interview form with three questions and nine semi-structured open-ended questions was used to establish the demographic features of the study group as the research's data collection technique. The MAXQDA 2018 application was used to evaluate the data using content analysis and descriptive analysis techniques. According to the findings of the study, participants will need to eat healthier diet during the pandemic time. Furthermore, because it was discovered that the participants placed a higher priority on protecting their health during the pandemic, it can be assumed that they took immune-boosting nutritional supplements.
Anahtar Kelime:

Belge Türü: Makale Makale Türü: Araştırma Makalesi Erişim Türü: Erişime Açık
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APA eyice başev s (2022). COVID-19 SÜRECİNİN TÜKETİCİ DAVRANIŞLARINA ETKİSİ VE TÜKETİCİ EĞİLİMLERİNDEKİ YENİLİKLER: BAĞIŞIKLIK GÜÇLENDİRİCİ GIDA TAKVİYELERİ ÖRNEĞİ. , 69 - 91. 10.16953/deusosbil.1079454
Chicago eyice başev sinem COVID-19 SÜRECİNİN TÜKETİCİ DAVRANIŞLARINA ETKİSİ VE TÜKETİCİ EĞİLİMLERİNDEKİ YENİLİKLER: BAĞIŞIKLIK GÜÇLENDİRİCİ GIDA TAKVİYELERİ ÖRNEĞİ. (2022): 69 - 91. 10.16953/deusosbil.1079454
MLA eyice başev sinem COVID-19 SÜRECİNİN TÜKETİCİ DAVRANIŞLARINA ETKİSİ VE TÜKETİCİ EĞİLİMLERİNDEKİ YENİLİKLER: BAĞIŞIKLIK GÜÇLENDİRİCİ GIDA TAKVİYELERİ ÖRNEĞİ. , 2022, ss.69 - 91. 10.16953/deusosbil.1079454
AMA eyice başev s COVID-19 SÜRECİNİN TÜKETİCİ DAVRANIŞLARINA ETKİSİ VE TÜKETİCİ EĞİLİMLERİNDEKİ YENİLİKLER: BAĞIŞIKLIK GÜÇLENDİRİCİ GIDA TAKVİYELERİ ÖRNEĞİ. . 2022; 69 - 91. 10.16953/deusosbil.1079454
Vancouver eyice başev s COVID-19 SÜRECİNİN TÜKETİCİ DAVRANIŞLARINA ETKİSİ VE TÜKETİCİ EĞİLİMLERİNDEKİ YENİLİKLER: BAĞIŞIKLIK GÜÇLENDİRİCİ GIDA TAKVİYELERİ ÖRNEĞİ. . 2022; 69 - 91. 10.16953/deusosbil.1079454
IEEE eyice başev s "COVID-19 SÜRECİNİN TÜKETİCİ DAVRANIŞLARINA ETKİSİ VE TÜKETİCİ EĞİLİMLERİNDEKİ YENİLİKLER: BAĞIŞIKLIK GÜÇLENDİRİCİ GIDA TAKVİYELERİ ÖRNEĞİ." , ss.69 - 91, 2022. 10.16953/deusosbil.1079454
ISNAD eyice başev, sinem. "COVID-19 SÜRECİNİN TÜKETİCİ DAVRANIŞLARINA ETKİSİ VE TÜKETİCİ EĞİLİMLERİNDEKİ YENİLİKLER: BAĞIŞIKLIK GÜÇLENDİRİCİ GIDA TAKVİYELERİ ÖRNEĞİ". (2022), 69-91. https://doi.org/10.16953/deusosbil.1079454
APA eyice başev s (2022). COVID-19 SÜRECİNİN TÜKETİCİ DAVRANIŞLARINA ETKİSİ VE TÜKETİCİ EĞİLİMLERİNDEKİ YENİLİKLER: BAĞIŞIKLIK GÜÇLENDİRİCİ GIDA TAKVİYELERİ ÖRNEĞİ. Dokuz Eylül Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 24(1), 69 - 91. 10.16953/deusosbil.1079454
Chicago eyice başev sinem COVID-19 SÜRECİNİN TÜKETİCİ DAVRANIŞLARINA ETKİSİ VE TÜKETİCİ EĞİLİMLERİNDEKİ YENİLİKLER: BAĞIŞIKLIK GÜÇLENDİRİCİ GIDA TAKVİYELERİ ÖRNEĞİ. Dokuz Eylül Üniversitesi Sosyal Bilimler Enstitüsü Dergisi 24, no.1 (2022): 69 - 91. 10.16953/deusosbil.1079454
MLA eyice başev sinem COVID-19 SÜRECİNİN TÜKETİCİ DAVRANIŞLARINA ETKİSİ VE TÜKETİCİ EĞİLİMLERİNDEKİ YENİLİKLER: BAĞIŞIKLIK GÜÇLENDİRİCİ GIDA TAKVİYELERİ ÖRNEĞİ. Dokuz Eylül Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, vol.24, no.1, 2022, ss.69 - 91. 10.16953/deusosbil.1079454
AMA eyice başev s COVID-19 SÜRECİNİN TÜKETİCİ DAVRANIŞLARINA ETKİSİ VE TÜKETİCİ EĞİLİMLERİNDEKİ YENİLİKLER: BAĞIŞIKLIK GÜÇLENDİRİCİ GIDA TAKVİYELERİ ÖRNEĞİ. Dokuz Eylül Üniversitesi Sosyal Bilimler Enstitüsü Dergisi. 2022; 24(1): 69 - 91. 10.16953/deusosbil.1079454
Vancouver eyice başev s COVID-19 SÜRECİNİN TÜKETİCİ DAVRANIŞLARINA ETKİSİ VE TÜKETİCİ EĞİLİMLERİNDEKİ YENİLİKLER: BAĞIŞIKLIK GÜÇLENDİRİCİ GIDA TAKVİYELERİ ÖRNEĞİ. Dokuz Eylül Üniversitesi Sosyal Bilimler Enstitüsü Dergisi. 2022; 24(1): 69 - 91. 10.16953/deusosbil.1079454
IEEE eyice başev s "COVID-19 SÜRECİNİN TÜKETİCİ DAVRANIŞLARINA ETKİSİ VE TÜKETİCİ EĞİLİMLERİNDEKİ YENİLİKLER: BAĞIŞIKLIK GÜÇLENDİRİCİ GIDA TAKVİYELERİ ÖRNEĞİ." Dokuz Eylül Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 24, ss.69 - 91, 2022. 10.16953/deusosbil.1079454
ISNAD eyice başev, sinem. "COVID-19 SÜRECİNİN TÜKETİCİ DAVRANIŞLARINA ETKİSİ VE TÜKETİCİ EĞİLİMLERİNDEKİ YENİLİKLER: BAĞIŞIKLIK GÜÇLENDİRİCİ GIDA TAKVİYELERİ ÖRNEĞİ". Dokuz Eylül Üniversitesi Sosyal Bilimler Enstitüsü Dergisi 24/1 (2022), 69-91. https://doi.org/10.16953/deusosbil.1079454
Sayfa Oluşturulma Tarihi
24-04-2024 2:12

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Yüzüncüyıl, İşçi Blokları Mahallesi

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