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    Impact of Covid-19 outbreak on consumer behavioral responses in the Turkish context
    (Erzincan Binali Yıldırım Üniversitesi, 2021-12-31) Bal, Esra; Tavman, Emine Başak
    Covid-19 pandemic has a significant effect on consumer behaviours. This study examines four types of consumer behavioral responses with a new conceptual model of panic buying behaviour. The study investigated the influence of perceived scarcity, perceived threat and Covid-19 situational variables on consumers’ brand switching, product trial, purchase acceleration and stockpiling behaviours during the early times of pandemic. Using an online survey, the data were obtained from 262 Turkish consumers. The findings revealed that consumers’ perceived threat during the pandemic has significantly correlated with brand switching, product trial, purchase acceleration and stockpiling behaviours, whereas the perceived scarcity has only influenced the product trial behaviours. Finally, situational variables were found to have a statistically significant influence on brand switching and product trial behaviours. The results acknowledge the importance of preparation of the brands and retailers for effective and quick responses to consumers in the face of an extraordinary social situation such as pandemic.
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    Just a progressive step: women’s empowerment in Turkish microcredit practices
    (Universidad de Granada, 2019-12-15) Soykut Sarıca, Yeşim Pınar; Çağlı Kaynak, Elif; Bal, Esra
    In developing countries, the economic potential of women has long been under-utilized as a means of lifting households and communities out of poverty. In this respect, microcredit schemes offer an innovative form of social welfare, widely accessible to women. This study examines one such program from the Turkish context: the Maya Enterprise for Micro Finance, a conditional credit opportunity for women to start and/or develop their own businesses, granted by the Foundation for the Support of Women's Work (KEDV). Our study aimed to explore the impact of KEDV's credit transfer scheme on the lives of users, especially in terms of the psychological and economic empowerment of women. Deploying a mixed methods research strategy, we administered and analyzed quantitative surveys (n=336) in order to determine the perceptions, thoughts, insights and reactions of KEDV program users, also conducting qualitative interviews with 21 participants. Our findings indicate that the program was influential in empowering women by increasing their self-confidence and changing their relationship with other people in the household.
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    Sales promotional strategies and buying behavior in an emerging market at the post recession period
    (IGI Global, 2016) Nasır, Suphan; Bal, Esra
    The aim of this study is to investigate the influence of sales promotional tools on consumer buying behavior in an emerging market at the post-recession period. This study assesses consumers' proneness to sales promotions and examines the effectiveness of four promotional tools that are premium offers, coupons, buy and get promotions, and price discounts on buying behavior in terms of brand switching, stockpiling, purchase acceleration, and product trial. The findings reveal that consumers are more prone to price discount and buy and get promotions, respectively. Among the four promotional tools, price discount is the most effective to influence product acceleration, brand switching, stockpiling, and product trial behavior respectively. However, there is no statistically significance difference between the effectiveness of premium offer and buy and get deals with regard to brand switching behavior, product acceleration, and product trail responses. In contrast, coupons are the least ineffective promotional tool in terms of generating all types of consumer response.