Transformation in Consumption and Spending Practices in the Post-pandemic Period

In addition to the health problems caused by the coronavirus pandemic, the business processes of all small-medium-large enterprises and institutions in the global economy and certainly the lives of people/consumers have also deeply changed. We are going through a period during which many things that were not in our daily life in the past will be a part of a “new normal” life. Therefore, in order to understand changing consumers and their behaviours, it is necessary to benefit from the marketing discipline, which deals with the facts and perceptions that play a role in shaping people’s realities. The new normal will have short, medium, and long-term effects on consumer behaviour. In this study, the new behaviour patterns of consumers and businesses affected by the pandemic and their reflections in “the new normal” have been evaluated. In particular, consumption and spending patterns of consumers in the current market conditions, and whether the new normal indicates a revolutionary transformation for the actors in the market have been discussed. In addition, it has also been discussed how the consumption practices are shaped within the socioeconomic status groups with a particular reflection on consumption and spending practices in the context of consumer, business and legislators; and some predictions, estimates and inferences based on all these discussions have been revealed.