Changes in Consumer Behavior during the COVID-19 Pandemic: A Comparative Analysis between Polish and Turkish Consumers

Abstract

Undoubtedly, the COVID-19 pandemic has left an indelible mark on every aspect of human life, and, perhaps most significantly, on the operation of the world’s economy. Restrictions and limitations on freedom of movement had a clear impact on the ways in which companies and households functioned, and consumer behaviors and purchasing habits were demonstrably influenced in turn. Thus, the aim of this article is to illustrate these changes in light of the pandemic and, moreover, to highlight the related challenges pertaining to purchasing practices and consumer concerns. The study sample focused on students from Poland and Turkey, with data gathered using an online survey method. The resulting data were subsequently analyzed with the SPSS 26 program. The application of Pearson Chi-Square methods, as well as the analysis of descriptive statistics such as percentage and frequency, revealed significant differences between the two countries. As a result of the comparative analysis, clear differences were demonstrated in the nature of changes in consumer behavior between respondents from Turkey and Poland, most strikingly, the fact that the purchasing habits of respondents in Turkey have changed to a greater extent. It has been observed that limitations imposed during the COVID-19 pandemic had a greater impact on consumer behavior, particularly for students in Turkey.

Analysis of retail sector research evolution and trends during COVID-19

“… Crosta et al (2021) found that changes in spending levels were associated with changes in consumer behavior, with necessities being predicted by anxiety and COVID-related fear, and non-necessities being predicted by depression. Bareja-Wawryszuk et al (2022) found that there were clear differences in the nature of changes in consumer behavior between respondents from Turkey and Poland, with the purchasing habits of respondents in Turkey changing to a greater extent. Argyropoulou et al (2023) found that the pandemic has impacted various aspects of consumer behavior in Greece, with online shopping and social media usage increasing during this period.…”