{"id":14656,"date":"2021-02-14T21:30:59","date_gmt":"2021-02-14T18:30:59","guid":{"rendered":"https:\/\/iletim.istanbul.edu.tr\/?p=14656"},"modified":"2021-03-15T10:59:10","modified_gmt":"2021-03-15T07:59:10","slug":"pandemi-doneminde-tuketim-harcamalari-ve-tercihleri","status":"publish","type":"post","link":"https:\/\/iletim.istanbul.edu.tr\/index.php\/2021\/02\/14\/pandemi-doneminde-tuketim-harcamalari-ve-tercihleri\/","title":{"rendered":"Pandemi D\u00f6neminde T\u00fcketim Harcamalar\u0131 ve Tercihleri"},"content":{"rendered":"\n<p><strong>Prof. Dr. G\u00fcven B\u00fcy\u00fckbaykal<\/strong><\/p>\n\n\n\n<p>Pandemi, bir\u00e7ok olumsuz y\u00f6n\u00fcyle insan hayat\u0131n\u0131 zorla\u015ft\u0131rm\u0131\u015f ve t\u00fcm sekt\u00f6rler \u00fczerinde etkiler yaratarak k\u00fcresel ekonomiyi de sarsm\u0131\u015ft\u0131r. \u00d6zellikle bir\u00e7ok farkl\u0131 \u00fclkede ya soka\u011fa \u00e7\u0131kma yasa\u011f\u0131 \u015feklinde ya da k\u0131smen k\u0131s\u0131tlamalar\u0131n getirilmesiyle pandemi, t\u00fcketici davran\u0131\u015flar\u0131 ile al\u0131\u015fveri\u015f tercihlerini de \u00f6nemli derecede de\u011fi\u015ftirmi\u015ftir. Son y\u0131llarda s\u0131kl\u0131kla g\u00f6r\u00fclen e-ticaret faaliyetleri, Covid 19 salg\u0131n\u0131 ile bir\u00e7ok alanda yayg\u0131nla\u015fm\u0131\u015ft\u0131r. Bu noktada salg\u0131n d\u00f6neminde t\u00fcketicilerin e-ticaret kanal\u0131yla tedarik ettikleri \u00fcr\u00fcnlerde de de\u011fi\u015fiklikler meydana gelmi\u015ftir. Teknolojinin geli\u015fmesiyle k\u00fcresel \u00e7apta e-ticaret yayg\u0131n olarak kullan\u0131lmaya ba\u015flam\u0131\u015ft\u0131r. Sa\u011flad\u0131\u011f\u0131 kolayl\u0131klar ve g\u00fcvenlik uygulamalar\u0131 ile her ya\u015ftan ve farkl\u0131 sosyo-ekonomik s\u0131n\u0131ftan gelen insanlar i\u00e7in tercih edilmektedir. \u0130nsanlar\u0131n internet teknolojisine al\u0131\u015fmalar\u0131, farkl\u0131 geli\u015fmeleri takip etmeleri ve yeniliklere a\u00e7\u0131k olmalar\u0131 e-ticaretin geli\u015fmesine ve yay\u0131lmas\u0131na zemin haz\u0131rlam\u0131\u015ft\u0131r.<\/p>\n\n\n\n<p>Pandemi kimi sekt\u00f6rler i\u00e7in f\u0131rsat yarat\u0131rken, kimi sekt\u00f6rler i\u00e7in ise s\u0131k\u0131nt\u0131lar do\u011furmu\u015ftur. Alman Piyasa Ara\u015ft\u0131rma Merkezi\u2019nin Kas\u0131m 2020\u2019de yapt\u0131\u011f\u0131 ara\u015ft\u0131rmaya g\u00f6re, puzzle-yapboz veya bulmacalara dayal\u0131 oyunlar daha \u00e7ok sat\u0131lm\u0131\u015ft\u0131r. \u00c7\u00fcnk\u00fc insanlar evde daha \u00e7ok zaman ge\u00e7irmeye ba\u015flam\u0131\u015flard\u0131r. Evden \u00e7al\u0131\u015fanlar daha rahat giysileri tercih ettikleri i\u00e7in, erkek tak\u0131m elbisesi ve kravat gibi \u00fcr\u00fcnlerin cirolar\u0131nda %56\u2019ya varan d\u00fc\u015f\u00fc\u015f kaydedilmi\u015ftir. \u00d6rne\u011fin, pandemi d\u00f6neminde online e\u011fitim ve online i\u015fyerlerine y\u00f6nelik \u00e7al\u0131\u015fma d\u00fczenine ge\u00e7ilmesiyle birlikte diz\u00fcst\u00fc bilgisayar, tablet veya ak\u0131ll\u0131 telefon gibi elektronik e\u015fya \u00fcr\u00fcnlerine talep artm\u0131\u015f, buna kar\u015f\u0131n soka\u011fa \u00e7\u0131kma yasa\u011f\u0131 veya k\u0131s\u0131tlamalar\u0131n\u0131n getirilmesiyle, gereksinimlerdeki de\u011fi\u015fikliklere ba\u011fl\u0131 olarak tekstil \u00fcr\u00fcnlerine olan talep d\u00fc\u015f\u00fc\u015f g\u00f6stermi\u015ftir.<\/p>\n\n\n\n<p>\u0130nternet \u00fczerinden yap\u0131lan online al\u0131\u015fveri\u015fe ilginin artmas\u0131yla birlikte kredi kartlar\u0131n\u0131n da kullan\u0131m\u0131 artm\u0131\u015f ve buna ba\u011fl\u0131 olarak kredi kart\u0131 ile yap\u0131lan harcamalarda belirgin art\u0131\u015f g\u00f6zlemlenmi\u015ftir. \u00d6zellikle temizlik, g\u0131da, elektronik e\u015fya gibi sekt\u00f6rlerde \u00f6nemli \u00f6l\u00e7\u00fcde art\u0131\u015f g\u00f6r\u00fcl\u00fcrken, turizm, tekstil, sa\u011fl\u0131k, dekorasyon, e\u011fitim, e\u011flence, kozmetik ve yeme-i\u00e7me gibi sekt\u00f6rlere y\u00f6nelik kredi kart\u0131 harcamalar\u0131nda belirgin azal\u0131\u015flar g\u00f6r\u00fclm\u00fc\u015ft\u00fcr. Ayr\u0131ca salg\u0131n d\u00f6neminde t\u00fcketici konumundaki insanlar, uyar\u0131lar\u0131 dikkate alarak hijyen a\u00e7\u0131s\u0131ndan banknot ve madeni paralar yerine, temass\u0131z \u00f6deme kolayl\u0131\u011f\u0131 sa\u011flayan kredi kart\u0131 kullan\u0131m\u0131na a\u011f\u0131rl\u0131k vermi\u015flerdir. \u00d6te yandan uluslararas\u0131 ara\u015ft\u0131rma ve dan\u0131\u015fmanl\u0131k \u015firketi Mc Kinsey\u2019in yay\u0131nlad\u0131\u011f\u0131 rapora g\u00f6re, pandemi d\u00f6neminde yeni ve alternatif marka deneyen t\u00fcketicilerin oran\u0131 %38 iken, kalan %62\u2019lik k\u0131s\u0131m mevcut markalar\u0131n \u00fcr\u00fcnlerini sat\u0131n almaya devam etmi\u015flerdir. Bunun d\u0131\u015f\u0131nda uygun fiyat %21 ile ikinci etken olurken, promosyonlar, kampanyalar, g\u00fcvenli olma \u00f6zelli\u011fi de t\u00fcketicileri yeni markalara y\u00f6nlendiren etkenler olmu\u015ftur. T\u00fcketiciler ayr\u0131ca orta ve b\u00fcy\u00fck \u00f6l\u00e7ekli \u015firketlerden sorumlu ve s\u00fcrd\u00fcr\u00fclebilirli\u011fe uygun \u015fekilde davranmalar\u0131n\u0131 talep ediyorlar. T\u00fcketicilerin yerel market ve d\u00fckkanlardan al\u0131\u015fveri\u015f yapma, yerli \u00fcretimi tercih etme, g\u0131da israf\u0131n\u0131 azaltma, daha s\u00fcrd\u00fcr\u00fclebilir ve ucuz \u00fcr\u00fcnleri tercih etme e\u011filimleri g\u00fc\u00e7lenerek devam etmektedir.<\/p>\n\n\n\n<p>KMMG taraf\u0131ndan haz\u0131rlanan \u2018T\u00fcketici ve Yeni Ger\u00e7eklik Ara\u015ft\u0131rmas\u0131\u2019, Covid-19 etkisiyle perakende sekt\u00f6r\u00fcnde de\u011fi\u015fen davran\u0131\u015flar ortaya konulmu\u015ftur. 12 \u00fclkede 70 bin kat\u0131l\u0131mc\u0131yla yap\u0131lan ara\u015ft\u0131rmaya g\u00f6re pandemi ba\u015flang\u0131c\u0131nda g\u0131da perakendesi ve marketlere duyulan g\u00fcven azalm\u0131\u015ft\u0131r. Kat\u0131l\u0131mc\u0131lar fiziksel al\u0131\u015fveri\u015f yapt\u0131klar\u0131 ma\u011fazalara bu d\u00f6nemde daha az giderken, market al\u0131\u015fveri\u015flerinde online kanallar\u0131 kullananlar %21, market d\u0131\u015f\u0131 al\u0131\u015fveri\u015flerde bu oran %35 artm\u0131\u015ft\u0131r. Ara\u015ft\u0131rmaya g\u00f6re, yaln\u0131zca 3 kat\u0131l\u0131mc\u0131dan biri yak\u0131n gelecekte ma\u011fazalardan al\u0131\u015fveri\u015f yapmak i\u00e7in istekli oldu\u011funu a\u00e7\u0131klarken, kat\u0131l\u0131mc\u0131lar fiziksel al\u0131\u015fveri\u015fe geri d\u00f6nmek i\u00e7in ki\u015fisel g\u00fcvenlik \u00f6nlemlerinin ayr\u0131nt\u0131l\u0131 olarak uygulanmas\u0131, temas\u0131n en aza indirilmesi, ma\u011faza i\u00e7i etkile\u015fimin azalt\u0131lmas\u0131 gibi konularda \u00f6nlem al\u0131nd\u0131\u011f\u0131n\u0131 bilmek istedi\u011fini vurgulam\u0131\u015ft\u0131r. &nbsp;D\u00fcnyada e-ticaret gelirlerinin 2022 y\u0131l\u0131na gelindi\u011finde 6.5 trilyon Dolar seviyesine ula\u015faca\u011f\u0131 tahmin ediliyor. Gelecekte e-ticarete y\u00f6n vermesi beklenen geli\u015fmeler \u015funlard\u0131r: Sesle ticaret artacak. \u00c7ok kanall\u0131 al\u0131\u015fveri\u015f yayg\u0131nla\u015facak. Firmalar\u0131n bunu sa\u011flayacak teknolojiye yat\u0131r\u0131m yapmalar\u0131 \u00f6nemini art\u0131rmaktad\u0131r. Yapay zeka ve buna dayal\u0131 uygulamalar e-ticaret prati\u011fine y\u00f6n verecektir. Yeni \u00f6deme uygulamalar\u0131 geli\u015fme g\u00f6sterecektir. Mobil ticaretin e-ticaretteki yeri daha da artacakt\u0131r. \u0130nsanlar\u0131n sosyal ya\u015famlar\u0131 ve al\u0131\u015fveri\u015f ile harcama tercihlerindeki de\u011fi\u015fikliklerin bundan sonraki s\u00fcre\u00e7te izleyece\u011fi yol halen belirsizli\u011fini korumaktad\u0131r. Salg\u0131n sonras\u0131 da bir\u00e7ok k\u00f6kl\u00fc de\u011fi\u015fimin olaca\u011f\u0131 beklenmektedir.&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Prof. Dr. G\u00fcven B\u00fcy\u00fckbaykal Pandemi, bir\u00e7ok olumsuz y\u00f6n\u00fcyle insan hayat\u0131n\u0131 zorla\u015ft\u0131rm\u0131\u015f ve t\u00fcm sekt\u00f6rler \u00fczerinde etkiler yaratarak k\u00fcresel ekonomiyi de sarsm\u0131\u015ft\u0131r. \u00d6zellikle bir\u00e7ok farkl\u0131 \u00fclkede ya soka\u011fa \u00e7\u0131kma yasa\u011f\u0131 \u015feklinde ya da k\u0131smen k\u0131s\u0131tlamalar\u0131n getirilmesiyle pandemi, t\u00fcketici davran\u0131\u015flar\u0131 ile al\u0131\u015fveri\u015f tercihlerini de \u00f6nemli derecede de\u011fi\u015ftirmi\u015ftir. Son y\u0131llarda s\u0131kl\u0131kla g\u00f6r\u00fclen e-ticaret faaliyetleri, Covid 19 salg\u0131n\u0131 ile [&hellip;]<\/p>\n","protected":false},"author":23,"featured_media":14658,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"jnews-multi-image_gallery":[],"jnews_single_post":[],"jnews_primary_category":[],"jnews_social_meta":[],"jnews_override_counter":[],"footnotes":""},"categories":[1515,35],"tags":[1490,1286,438,1491],"class_list":["post-14656","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-kose-yazilari","category-yasam","tag-e-ticaret","tag-ekonomi","tag-guven-buyukbaykal","tag-pandemi"],"_links":{"self":[{"href":"https:\/\/iletim.istanbul.edu.tr\/index.php\/wp-json\/wp\/v2\/posts\/14656","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/iletim.istanbul.edu.tr\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/iletim.istanbul.edu.tr\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/iletim.istanbul.edu.tr\/index.php\/wp-json\/wp\/v2\/users\/23"}],"replies":[{"embeddable":true,"href":"https:\/\/iletim.istanbul.edu.tr\/index.php\/wp-json\/wp\/v2\/comments?post=14656"}],"version-history":[{"count":0,"href":"https:\/\/iletim.istanbul.edu.tr\/index.php\/wp-json\/wp\/v2\/posts\/14656\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/iletim.istanbul.edu.tr\/index.php\/wp-json\/wp\/v2\/media\/14658"}],"wp:attachment":[{"href":"https:\/\/iletim.istanbul.edu.tr\/index.php\/wp-json\/wp\/v2\/media?parent=14656"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/iletim.istanbul.edu.tr\/index.php\/wp-json\/wp\/v2\/categories?post=14656"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/iletim.istanbul.edu.tr\/index.php\/wp-json\/wp\/v2\/tags?post=14656"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}