The Impact of Inflation on Purchasing Habits and Consumption Patterns (A Field Study on the City of Derna )

Abstract

This study aims to investigate the impact of inflation rates and their dimensions. The dimensions of inflation refer to individuals' perception of price increases, cash liquidity shortages, and the widening price gap in the market, and their effect on purchasing habits and consumption patterns of the residents of Derna (adaptive strategies and consumption patterns during occasions). The study was conducted in the city of Derna for the years 2024/2025, to explore how local consumers respond to the increasing pressure of inflation and the impact it has on their daily and seasonal behavior.

The study relied on the descriptive-analytical approach, and a questionnaire was designed as the main tool for data collection, ensuring its validity and statistical reliability. The study sample consisted of (384) individuals from the residents of Derna from various occupational categories (public sector, private sector, freelance workers). For data analysis and hypothesis testing, the statistical software (SPSS) was used through means, standard deviations, Pearson's correlation coefficient, and simple linear regression analysis, in addition to the (T-test) to compare between the study groups.

The study reached a set of conclusions, the most important of which was the acceptance of the main hypothesis and the sub-hypotheses. The results proved a strong positive correlation between the rise in inflation rates and the drastic change in purchasing habits. Inflation explains (61%) of the shift in consumer priorities. The results showed that consumers in Derna have moved towards "austerity consumption," focusing on essential goods and marginalizing luxuries. The statement "satisfaction with essentials" recorded a very high average of (4.52). The study revealed that consumers abandoned brand loyalty in favor of cheaper alternatives, with a tendency to adopt a "proactive purchasing" strategy before seasons to avoid expected price jumps. It was found that cash liquidity shortages and the price gap between "cash" and "electronic" payments represent an additional pressure that forces consumers to significantly reduce purchase quantities. The (T-test) showed no statistically significant differences in the perception of the inflation impact between public and private sector employees, confirming that the crisis is a collective phenomenon affecting all social segments of the city