April 2024

Consumer Behaviour Survey

Tüketici Davranışları Araştırması 2023
  • Survey
  • 20 minute read
  • 16 Apr 2024

The Future of Consumer Preferences: High Standards

In our Consumer Behaviour Survey, we conducted a profound analysis in order to evaluate the parameters shaping consumer trust, expectations from brands and consumer experience, in addition to awareness, attitudes & behaviours regarding sustainability within the Turkish economic landscape that is driven by local and global dynamics.

Key findings

Consumer Expectations and The Next Steps

Why do consumers prefer online shopping channels?

Online shopping has been an important part of our lives for a long time. The frequency regarding the consumers' usage of online shopping channels has increased compared to last year. The reasons for preferring online shopping are convenience of price comparison and shopping, price advantage, product range and fast shopping opportunity, consistent with the previous survey results. 

online alışveriş kanallarının tercih edilmesi

The importance of online shopping, supported by product evaluations and user comments, increases constantly with customized recommendations, campaigns and experiences, besides offering a more conscious and secure shopping experience.

Cross border online shopping channels 

Cross border online shopping has increased compared to the previous survey findings. The ratio of cross border online shopping increased to 58% in 2023 from 43% in 2022. The average usage frequency was 2.6 times a month in 2022 which increased to 4 times a month in 2023. 3 key issues stand out as underlying factors. 

  • Price advantage: Cross border prices offer more advantage compared to domestic prices though they are in terms of foreign currency.
  • Product range: Cross border suppliers provide a more diversified product range. 
  • Warranty / local service opportunities: Although some products do not offer warranty and service opportunities, it doesn't affect cross border channel preference. 
Online alışverişte yurt dışı kanalları

Engagement with The Consumer

Data-driven communication with consumers increases its importance.

The top reasons for consumers preferring stores are seeing and examining the product in the store, the convenience of the store location, offering a personal shopping experience, and liking the social aspects of going to the store.

On the other hand, the majority of consumers gather product information from both stores and online sources. Consequently, they may prefer to examine products in certain categories in the store and then purchase them from online platforms.

Internet news and social media have a major influence on purchasing decisions besides family and friends. Campaign and discount announcements on social media make the shopping experience more attractive by offering instant access and lead impulse purchasing decisions.

Tüketici ve Etkileşim

The Consumer and The Sustainability

Shopping preferences are no longer limited to personal satisfaction, but also aim to protect natural resources, reduce environmental impact and support fair trade practices. This awareness process changes market dynamics by driving brands as well as consumers to more responsible and environmentally friendly practices, thus creating a more sustainable consumption culture.

Sustainable products, including elements such as renewable energy, recycled materials, and fair trade practices, allow consumers to make more conscious preferences thus reducing environmental impacts.

This awareness process changes market dynamics by leading brands as well as consumers to more responsible and environmentally friendly practices, and building up a more sustainable consumption culture.

Tüketici ve Sürdürülebilirlik

While consumers continue addressing public administration as the main responsible party for sustainability (50%), there’s a significant decrease compared to last year's survey (64%). The responsibility of the brands increases by 7 points, reaching 11%. Similarly, the responsibility of NGOs for sustainability is 6% more than last year (4%), meanwhile consumers withdraw their own share in this regard. Only 9% of consumers think they are responsible for sustainability, down 4 points from previous findings.

Yenilenebilir enerji

Contact us

Cihan Harman

Cihan Harman

Clients and Markets Leader, PwC Türkiye

Tel: +90 212 326 6067

Yiğit  Arslan

Yiğit Arslan

Advisory Services Partner, PwC Türkiye

Tel: +90 212 376 5365

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