Consumer Insights Survey 2022

The New Equation of The New Consumer

Today, the omnichannel world is indispensable in retailers’ agenda. In addition, shopping experiences, purchasing power and sustainability influence the preferences of consumers in Türkiye more than ever. In order to better understand consumer wants and needs, as well as their behaviours, PwC Türkiye conducted Consumer Insights Survey 2022 with Ipsos. 


The 5 outstanding trends according to the key findings of the survey:

1- The impact of deteriorating economic conditions on consumer purchasing power

40% of participants don’t agree that the economy will improve in the upcoming decade, and this percentage is higher than those who, for the first time since 2006 believe the economy will improve. However, consumers are more hopeful about their personal economies.

From the pandemic process on, the percentage of participants who believe macroeconomic developments in Türkiye are negative increased from 50% to 71%, while the microeconomic assessments of participants were more optimistic. While 71% say the macroeconomy of the country is negative, 37% believe the same for their personal economy.

Click here for more

2- Increasing use of digital channels by younger generations

Depending on the category, 6-9 of every 10 consumers use mobile devices and/or computers when shopping. Accommodations, transport and entertainment are the categories where digital channels are most often preferred. Use of digital channels as sources of information and channels for purchasing continues to spread widely as younger generations join the consumer segment.

When asked about campaigns, which are among the top factors that trigger consumer purchasing decisions, 7-8 of every 10 participants say that they prefer using discount codes/coupons and free delivery.

Click here for more

For online shopping, which is becoming increasingly widespread, delivery and return processes, where the consumer is contacted directly, have an impact on customer experience. The results of the survey suggest that consumers are generally content with the delivery experience in online shopping. The most important criteria for customer satisfaction are simultaneous tracking of delivery, delivery without damage or missing items, the professional behaviour of delivery staff, delivery location and time, and the flexibility provided to the delivery recipient. Among the top factors that improve customer satisfaction, especially for women, are no extra cost for returns and no questions asked returns.

3- The transformation of stores into information and experience centers

The consumer still thinks of the store as the most important source of information in the grocery, apparel, and consumer electronics/electrical household appliances categories. Although the use of digital channels is becoming more widespread, companies should reimagine in-store services from a customer experience perspective to meet the consumer's changing expectations of stores.

Stores will retain their importance as channels for consumers in the long term. However, the reasons for visiting stores will be more about experiencing the brand and getting information. Categories where clients prefer stores most as information sources are grocery, apparel, and consumer electronics/electrical home appliances. For grocery shopping, 81% of consumers visit stores for information, and 73% uses stores as the purchasing channel.

Click here for more

5- The increasing importance of sustainability

71% of participants say they have heard about sustainability. Consumers, believe that the public administration and product/service providers are the main responsible for sustainability. They claim that their own responsibility is quite limited. This makes sustainability, a required focus for organisations, a top item on the agenda. However, only 7% of participants say they are ready to pay more for sustainability. Climate change retains its importance on the global agenda. Environmental issues related to climate change are the topics that come to mind most for consumers.

While sustainability evokes statements concerning continuity, recycling, the environment, and protecting nature, 88% of participants say that sustainability is about conserving water, food and the environment. 64% of participants believe that the public administration is most responsible for encouraging the public to adopt sustainable behaviours and/or lifestyles.

Click here for more


Inflation, which is high globally, causes consumers to prioritise certain product categories and requests in Türkiye. Instead of buying immediately from the channels where they obtain information about products and services they require, consumers continue the research and comparison process until they make their purchasing decision.

PwC Türkiye believes that retail and consumer products industry should answer the strategic questions below to remain competitive in the new customer equation.

  • What are the improvements in areas such as product, channel and supply chain that will address consumers’ economic concerns?
  • What strategies should be adopted for omnichannel management? How should the operating model be designed to implement this strategy?
  • How should the client-oriented experience be designed to stand from competitors in the retail of the future?
  • How can social media and new digital technologies be turned to competitive advantage?
  • How ready are we for sustainability in the eyes of companies and customers? Which steps should be taken to get ready?

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

Follow us