Research Article
BibTex RIS Cite

A STUDY ON CONSUMER ATTITUDES TOWARD IMPORTED LUXURY GOODS IN TURKEY

Year 2021, Volume: 9 Issue: 2, 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

References

  • Altan, M. (2002). Batılılasmanin Sosyo-Politik Temelleri, Düşünsel ve Toplumsal Yapısı, Düşünce; Modernleşme ve Batıcılık, 3, (Ed. Tanil Bora), Istanbul: İletişim Publisher.
  • Bagozzi, R.P. and Lee, K.-H. (2002). Multiple routes for social influence: The role of compliance, internalization and social identity, Social Psychology Quarterly, 65 (3), 226-247.
  • Bayuk, M. N. and Guuzeller, A. K. (2011). Yabancı Dilde Marka ve Mağaza Adları ve Tüketici Satinalma Davranışına Etkilerine Yönelik Bir Araştırma, Karadeniz Technic University.
  • Deloitte (2018). Türkiye'de lüks sektörü, 26 Aralık 2018 tarihinde https://www2.deloitte.com/content/dam/Deloitte/tr/Documents/consumerbusiness/turkiyede-luks-sektoru-luksun-yukselisi.pdf adresinden alınmıştır.
  • Dogerlioglu Demir, K. Tansuhaj, P., Cote, J. and Akpinar, E. (2017). Value integration effects on evaluations of retro brands, Journal of Business Research, 77, 124-130.
  • Ergun, K. (2021). Determinants of Demand for Luxury Goods: A Comparative Study among Three European Countries Lüks Mal Talebinin Belirleyicileri: Üç Avrupa Ülkesinde Karşılaştırmalı Bir Çalışma, Journal of Yasar University, 1, (16), 128-146.
  • Eroz, M (1982). Iktisat Sosyolojine Başlangıç, İstanbul, (3rd edition), Filiz Publisher, 264.
  • Euromonitor International (2018). Country report luxury goods in Turkey, 19 Aralık 2019 tarihinde https://www.euromonitor.com/luxury-goods-in-turkey/report adresinden alındı.
  • Guicciardi, C. (2011). The Impact of Global Change on Luxury Manufacturing, Luxury Society, 12 Aralık 2018 tarihinde https://www.luxurysociety.com/en/articles/2011/04/the-impact-of-global-change-on-luxury-manufacturing/ adresinden alınmıştır.
  • Güvenc, B. (1984). İnsan ve Kültür, Remzi Publisher, 229-230.
  • Hennigs, N., Wiedmann, K. P., Behrens, S., Klarmann, C. (2013). Unleashing the power of luxury: Antecedents of luxury brand perception and effects on luxury brand strength, Journal of Brand Management 20, 705–715.
  • Hofstede, G. (1980). Culture's Consequences: International Differences in Work-Related Values, Sage, Beverly Hills, CA.
  • Hofstede, G. (1984). The cultural relativity of the quality of life concept. Academy of Management Review 9(3): 389–398.
  • Hudders, L. (2015). How buying luxuries makes you feel better. The impact of the purchase of luxury on self-esteem. emacLeuven Belgium, 1-8.
  • Iqbal, M.Z., Malik, S.A. and Khan, R.A. (2012). Answering the journalistic six on the training needs assessment of pharmaceutical sales representatives. International Journal of Pharmaceutical and Healthcare Marketing 6(1): 71–96.
  • Kacan, U. (2016). The factors that influence the wine purchasing frequency of young consumers, Unpublished Master Thesis. Bilgi University.
  • Kapferer, J. (1997). Managing Luxury Brands. Journal of Brand Management, 4, (4), 251-260.
  • Kardes, F., Cline, T. and Cronley, M. (2011). Consumer behavior: Science and Practice, South-Western Cengage Learning.
  • Kilicbay, B. and Binark, M. (2002). Consumer Culture, Islam and the Politics of Lifestyle: Fashion Veiling in Contemporary Turkey. European Journal of Cultural Studies, 17(4), 495-511.
  • Laciner, S. (2013). Yükselen Orta Sınıf ve Yeni Türkiye, 1 Aralık 2018 tarihinde https://www.star.com.tr/yazar/yukselen-orta-sinif-ve-yeni-turkiye-yazi-798259/ adresinden alınmıştır.
  • Lu, P.X. (2008) Elite China: Luxury Consumer Behavior in China. Singapore: John Wiley & Sons. Luxury society (2014). Turkey: a robust economy ripe for luxury growth, 19 Aralık 2019 tarihinde https://www.luxurysociety.com/en/articles/2014/07/turkey-a-robust-economy-ripe- ..for-luxury-growth/ adresinden alındı.
  • McKinsey and Company (2017). China Luxury Report Chinese luxury consumers, 26 Aralık 2018 tarihinde https://www.mckinsey.com/~/media/McKinsey/Business%20Functions/Marketing 26/12/2018 adresinden alınmıştır.
  • Mortelmans, D. (2005). Sign Values of Distinction. The Concept of Luxury. Semiotica, 157, (1/4), 497-520.
  • Orcan M. (2004). Osmanlı’dan Günümüze Modern Türk Tüketim Kültürü, Ankara: Kadim Publisher.
  • Perreau, F. (2014). The Consumer Factor. The Consumer Buying Decision Process. 20 Aralık 2018 tarihinde http://the consumerfactor.com/en/5-stages-consumer-buying-decision- process/ adresinden alınmıştır.
  • Solomon, M. (2004). Consumer behavior. (6th edition). Prentice Hall.
  • Tamara, A. G. (2018). Knowing one another, 3 Şubat 2019 tarihinde https://www.revivingsisterhood.org/anse-tamara-gray-builds-brave-spaces/ adresinden alındı.
  • Takan, A (2017). Yurt Disinda Konut Aliminda Dunya Dordunculuge Yukseldik, Yenicag, 19 Aralık 2019 tarihinde https://www.yenicaggazetesi.com.tr/yurt-disinda-konut-aliminda-dunya-.dordunculuge-yukseldik-42767yy.htm adresinden alındı.
  • Tezcan, M. (1989). Folklorik ve antropolojik Yönleriyle Hediye geleneği ve Türk Kültüründeki, Educational Sciences Faculty Journal, 22, 1301-3718.
  • Tsai, M.T., Chen, K. S. and Chien, J. L. (2012). The factors impact of knowledge sharing intentions: the theory of reasoned action perspective, Quality and Quantity, 46, 1479-1491.
  • Veblen, T. (1899). The theory of the leisure class; an economic study of institutions. Aakar Books.
  • Walley, K. and Li, C. (2015). The market for luxury brands in China: Insight based on a study of consumer’s perceptions in Beijing, Journal of Brand Management, 22, 246–260.
  • Wiedmann, K.P., Behrens, S. and Klarmann, C. (2013). Unleashing the power of luxury: Antecedents of luxury brand perception and effects on luxury brand strength, Journal of Brand Management, 705–715.
  • Yetişer, B., & Genç, B. (2015). When Faithful Consumption Meets Modernism: A Review of Consumption Practices in Turkey. Islamic Perspectives on Marketing and Consumer Behavior: Planning, Implementation, and Control, 40-71.
  • Yu, D., & Sapp, S. (2019). Motivations of luxury clothing consumption in the U.S. vs. China, Journal of International Consumer Marketing, 31, (2), 115-129.

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

Year 2021, Volume: 9 Issue: 2, 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 Social and Personal Turkey

References

  • Altan, M. (2002). Batılılasmanin Sosyo-Politik Temelleri, Düşünsel ve Toplumsal Yapısı, Düşünce; Modernleşme ve Batıcılık, 3, (Ed. Tanil Bora), Istanbul: İletişim Publisher.
  • Bagozzi, R.P. and Lee, K.-H. (2002). Multiple routes for social influence: The role of compliance, internalization and social identity, Social Psychology Quarterly, 65 (3), 226-247.
  • Bayuk, M. N. and Guuzeller, A. K. (2011). Yabancı Dilde Marka ve Mağaza Adları ve Tüketici Satinalma Davranışına Etkilerine Yönelik Bir Araştırma, Karadeniz Technic University.
  • Deloitte (2018). Türkiye'de lüks sektörü, 26 Aralık 2018 tarihinde https://www2.deloitte.com/content/dam/Deloitte/tr/Documents/consumerbusiness/turkiyede-luks-sektoru-luksun-yukselisi.pdf adresinden alınmıştır.
  • Dogerlioglu Demir, K. Tansuhaj, P., Cote, J. and Akpinar, E. (2017). Value integration effects on evaluations of retro brands, Journal of Business Research, 77, 124-130.
  • Ergun, K. (2021). Determinants of Demand for Luxury Goods: A Comparative Study among Three European Countries Lüks Mal Talebinin Belirleyicileri: Üç Avrupa Ülkesinde Karşılaştırmalı Bir Çalışma, Journal of Yasar University, 1, (16), 128-146.
  • Eroz, M (1982). Iktisat Sosyolojine Başlangıç, İstanbul, (3rd edition), Filiz Publisher, 264.
  • Euromonitor International (2018). Country report luxury goods in Turkey, 19 Aralık 2019 tarihinde https://www.euromonitor.com/luxury-goods-in-turkey/report adresinden alındı.
  • Guicciardi, C. (2011). The Impact of Global Change on Luxury Manufacturing, Luxury Society, 12 Aralık 2018 tarihinde https://www.luxurysociety.com/en/articles/2011/04/the-impact-of-global-change-on-luxury-manufacturing/ adresinden alınmıştır.
  • Güvenc, B. (1984). İnsan ve Kültür, Remzi Publisher, 229-230.
  • Hennigs, N., Wiedmann, K. P., Behrens, S., Klarmann, C. (2013). Unleashing the power of luxury: Antecedents of luxury brand perception and effects on luxury brand strength, Journal of Brand Management 20, 705–715.
  • Hofstede, G. (1980). Culture's Consequences: International Differences in Work-Related Values, Sage, Beverly Hills, CA.
  • Hofstede, G. (1984). The cultural relativity of the quality of life concept. Academy of Management Review 9(3): 389–398.
  • Hudders, L. (2015). How buying luxuries makes you feel better. The impact of the purchase of luxury on self-esteem. emacLeuven Belgium, 1-8.
  • Iqbal, M.Z., Malik, S.A. and Khan, R.A. (2012). Answering the journalistic six on the training needs assessment of pharmaceutical sales representatives. International Journal of Pharmaceutical and Healthcare Marketing 6(1): 71–96.
  • Kacan, U. (2016). The factors that influence the wine purchasing frequency of young consumers, Unpublished Master Thesis. Bilgi University.
  • Kapferer, J. (1997). Managing Luxury Brands. Journal of Brand Management, 4, (4), 251-260.
  • Kardes, F., Cline, T. and Cronley, M. (2011). Consumer behavior: Science and Practice, South-Western Cengage Learning.
  • Kilicbay, B. and Binark, M. (2002). Consumer Culture, Islam and the Politics of Lifestyle: Fashion Veiling in Contemporary Turkey. European Journal of Cultural Studies, 17(4), 495-511.
  • Laciner, S. (2013). Yükselen Orta Sınıf ve Yeni Türkiye, 1 Aralık 2018 tarihinde https://www.star.com.tr/yazar/yukselen-orta-sinif-ve-yeni-turkiye-yazi-798259/ adresinden alınmıştır.
  • Lu, P.X. (2008) Elite China: Luxury Consumer Behavior in China. Singapore: John Wiley & Sons. Luxury society (2014). Turkey: a robust economy ripe for luxury growth, 19 Aralık 2019 tarihinde https://www.luxurysociety.com/en/articles/2014/07/turkey-a-robust-economy-ripe- ..for-luxury-growth/ adresinden alındı.
  • McKinsey and Company (2017). China Luxury Report Chinese luxury consumers, 26 Aralık 2018 tarihinde https://www.mckinsey.com/~/media/McKinsey/Business%20Functions/Marketing 26/12/2018 adresinden alınmıştır.
  • Mortelmans, D. (2005). Sign Values of Distinction. The Concept of Luxury. Semiotica, 157, (1/4), 497-520.
  • Orcan M. (2004). Osmanlı’dan Günümüze Modern Türk Tüketim Kültürü, Ankara: Kadim Publisher.
  • Perreau, F. (2014). The Consumer Factor. The Consumer Buying Decision Process. 20 Aralık 2018 tarihinde http://the consumerfactor.com/en/5-stages-consumer-buying-decision- process/ adresinden alınmıştır.
  • Solomon, M. (2004). Consumer behavior. (6th edition). Prentice Hall.
  • Tamara, A. G. (2018). Knowing one another, 3 Şubat 2019 tarihinde https://www.revivingsisterhood.org/anse-tamara-gray-builds-brave-spaces/ adresinden alındı.
  • Takan, A (2017). Yurt Disinda Konut Aliminda Dunya Dordunculuge Yukseldik, Yenicag, 19 Aralık 2019 tarihinde https://www.yenicaggazetesi.com.tr/yurt-disinda-konut-aliminda-dunya-.dordunculuge-yukseldik-42767yy.htm adresinden alındı.
  • Tezcan, M. (1989). Folklorik ve antropolojik Yönleriyle Hediye geleneği ve Türk Kültüründeki, Educational Sciences Faculty Journal, 22, 1301-3718.
  • Tsai, M.T., Chen, K. S. and Chien, J. L. (2012). The factors impact of knowledge sharing intentions: the theory of reasoned action perspective, Quality and Quantity, 46, 1479-1491.
  • Veblen, T. (1899). The theory of the leisure class; an economic study of institutions. Aakar Books.
  • Walley, K. and Li, C. (2015). The market for luxury brands in China: Insight based on a study of consumer’s perceptions in Beijing, Journal of Brand Management, 22, 246–260.
  • Wiedmann, K.P., Behrens, S. and Klarmann, C. (2013). Unleashing the power of luxury: Antecedents of luxury brand perception and effects on luxury brand strength, Journal of Brand Management, 705–715.
  • Yetişer, B., & Genç, B. (2015). When Faithful Consumption Meets Modernism: A Review of Consumption Practices in Turkey. Islamic Perspectives on Marketing and Consumer Behavior: Planning, Implementation, and Control, 40-71.
  • Yu, D., & Sapp, S. (2019). Motivations of luxury clothing consumption in the U.S. vs. China, Journal of International Consumer Marketing, 31, (2), 115-129.
There are 35 citations in total.

Details

Primary Language English
Journal Section Research Article
Authors

Gülcimen Yurtsever 0000-0003-0484-0261

Publication Date December 31, 2021
Submission Date May 23, 2021
Acceptance Date December 7, 2021
Published in Issue Year 2021 Volume: 9 Issue: 2

Cite

APA Yurtsever, G. (2021). A STUDY ON CONSUMER ATTITUDES TOWARD IMPORTED LUXURY GOODS IN TURKEY. Beykoz Akademi Dergisi, 9(2), 1-15. https://doi.org/10.14514/BYK.m.26515393.2021.9/2.1-15
AMA Yurtsever G. A STUDY ON CONSUMER ATTITUDES TOWARD IMPORTED LUXURY GOODS IN TURKEY. Beykoz Akademi Dergisi. December 2021;9(2):1-15. doi:10.14514/BYK.m.26515393.2021.9/2.1-15
Chicago Yurtsever, Gülcimen. “A STUDY ON CONSUMER ATTITUDES TOWARD IMPORTED LUXURY GOODS IN TURKEY”. Beykoz Akademi Dergisi 9, no. 2 (December 2021): 1-15. https://doi.org/10.14514/BYK.m.26515393.2021.9/2.1-15.
EndNote Yurtsever G (December 1, 2021) A STUDY ON CONSUMER ATTITUDES TOWARD IMPORTED LUXURY GOODS IN TURKEY. Beykoz Akademi Dergisi 9 2 1–15.
IEEE G. Yurtsever, “A STUDY ON CONSUMER ATTITUDES TOWARD IMPORTED LUXURY GOODS IN TURKEY”, Beykoz Akademi Dergisi, vol. 9, no. 2, pp. 1–15, 2021, doi: 10.14514/BYK.m.26515393.2021.9/2.1-15.
ISNAD Yurtsever, Gülcimen. “A STUDY ON CONSUMER ATTITUDES TOWARD IMPORTED LUXURY GOODS IN TURKEY”. Beykoz Akademi Dergisi 9/2 (December 2021), 1-15. https://doi.org/10.14514/BYK.m.26515393.2021.9/2.1-15.
JAMA Yurtsever G. A STUDY ON CONSUMER ATTITUDES TOWARD IMPORTED LUXURY GOODS IN TURKEY. Beykoz Akademi Dergisi. 2021;9:1–15.
MLA Yurtsever, Gülcimen. “A STUDY ON CONSUMER ATTITUDES TOWARD IMPORTED LUXURY GOODS IN TURKEY”. Beykoz Akademi Dergisi, vol. 9, no. 2, 2021, pp. 1-15, doi:10.14514/BYK.m.26515393.2021.9/2.1-15.
Vancouver Yurtsever G. A STUDY ON CONSUMER ATTITUDES TOWARD IMPORTED LUXURY GOODS IN TURKEY. Beykoz Akademi Dergisi. 2021;9(2):1-15.