A STUDY ON CONSUMER ATTITUDES TOWARD IMPORTED LUXURY GOODS IN TURKEY

Year 2021, , 1 - 15, 31.12.2021

Gülcimen Yurtsever

https://doi.org/10.14514/BYK.m.26515393.2021.9/2.1-15

Abstract

The purpose of this research is to provide detailed information on imported luxury goods in Turkey. This study used both interviews and questionnaires. The interview types were unstructured and structured regarding what, where, when, how, and why Turkish consumers buy imported luxury goods. Based on the exploratory study, a scale was developed that measured social and personal buying attitudes toward luxury imported goods. This study presents evidence of reliability and validity for14 items constructed to measure this scale in two separate studies. The data were obtained by self-administered questionnaires (n=303). We provide an interpretation of the results to show the dominant buying behavior of luxury imported goods in the social and personal contexts of Turkish consumers. Based on the results of this study we recommended the direction for marketing practitioners who either are already doing business in luxury goods or are considering entering the Turkish luxury sector. Finally, we provide recommendations for researchers who want to research in the Turkish luxury imported sector.

Keywords

Consumer behavior, Luxuries, Turkey, Social, Personal

TÜRKİYE'DE İTHAL EDİLEN LÜKS MALLARA YÖNELİK TÜKETİCİ TUTUMLARI ÜZERİNE BİR ÇALIŞMA

Abstract

The purpose of this research is to provide detailed information on imported luxury goods in Turkey. This study used both interviews and questionnaires. The interview types were unstructured and structured regarding what, where, when, how, and why Turkish consumers buy imported luxury goods. Based on the exploratory study, a scale was developed that measured social and personal buying attitudes toward luxury imported goods. This study presents evidence of reliability and validity for14 items constructed to measure this scale in two separate studies. The data were obtained by self-administered questionnaires (n=303). We provide an interpretation of the results to show the dominant buying behavior of luxury imported goods in the social and personal contexts of Turkish consumers. Based on the results of this study we recommended the direction for marketing practitioners who either are already doing business in luxury goods or are considering entering the Turkish luxury sector. Finally, we provide recommendations for researchers who want to research in the Turkish luxury imported sector.

Keywords

Consumer behavior, Luxuries, Social and Personal, Turkey

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