Dijital pazarlamanın etkisiyle COVID-19 pandemisi döneminde alışveriş alışlarındaki değişiklikler: İstanbul Şişli mangal sektörü örneği

In light of the spread of the COVID-19 pandemic and the growing significance of e-commerce, the study of online consumer behavior is important. The aim of this study was to establish a methodological framework to evaluate how different factors influence the shopping behavior of online consumers, specifically in the Grocery Sector of Sisli, Istanbul, during the COVID-19 pandemic. The research methodology involved modifying a questionnaire and conducting correlation analysis to determine the degree of correlation between different factors. In this study, the questionnaire method was used to find out how online shoppers tend to act when making a purchase decision. An online survey is given to 403 grocery store customers in Istanbul's Sisli district to find out how they are changing their buying habits for different grocery and hygiene products during the Covid-19 pandemic. Utilizing Google Forms containing a set of closed-ended questions, with a 5-point Likert scale, was distributed to the participants. The literature review and analysis of the available data provided support for each of the hypotheses tested during the research process. Previously, numerous similar research studies, by a variety of researchers, demonstrated that shifting consumer needs had a significant impact on their way of life, prompting companies to adjust their production patterns accordingly.