AMINING THE NEW COVID-19 CONSUMER SEGMENTS, RISK ATTITUDES, AND CONSUMER DEMOGRAPHICS IN AN EMERGING MARKET: THE CASE OF TURKEY

There is no doubt that the Covid-19 pandemic has caused important changes and new trends in all facets of people's lives that created perception of new normal. Utilizing participants from five developed nations (United States, Canada, United Kingdom, France, and Germany), Earnest and Young (2020) identified four new behavioral consumer segments (cut deep, stay calm, carry on, save & stockpile, and hibernate &spend) due to the Covid-19 pandemic. This study aims to find out if these same consumer segments do exist in emerging nations (e.g., Turkey). This study also aims to find out if these consumer segments in Turkey, an emerging nation, are impacted by selected demographic variables (gender, age, marital status, female size, education, employment status, and monthly income). Further, this study aims to evaluate the risk attitudes of the surveyed Turkish participants' behavior regarding the four consumer segments.