Consumer Behaviors Lately

Abstract

Purpose – Considering that consumer behavior is affected by economic factors, it is likely that the price hikes on most products will lead to changes in consumer behavior. In this research, it is aimed to examine the effect of the price hikes in the first half of 2022 on consumer behavior. Design/methodology/approach – The research was shaped within the framework of case study, which is one of the qualitative research designs.In this context, the effects of price hikes on consumers have been examined in depth.Criterion sampling, which is one of the purposeful sampling methods, was used within the scope of the research.The sample consists of 10 people with different demographic characteristics residing in Mersin Province. Findings – In the research the findings thatdecrease in the purchasing power of consumers, their savings in different product categories, and the effect of salary and wage increases were not felt. Discussion – The first half of 2022, periodic hikes in goods and services have reduced the purchasing power of consumers, the increase in salaries and wages in July 2022 could not be a solution to increase the purchasing power. As a result of all these, consumers have sought ways to save with their own efforts.