Özet:
This research paper delves into a comprehensive analysis of the purchase
intention of luxury products among different generational cohorts in Turkiye, with a
focus on Generation X, Generation Y, and Generation Z. The study aims to provide
an in-depth understanding of the psychological factors that shape purchase intentions
within these distinct generational segments. Employing a mixed-methods approach,
the research combines data collection through a structured online questionnaire and
statistical analysis to explore the relationships between key variables, including the
need for uniqueness, self-monitoring behavior, social function attitudes, affective
attitudes, and purchase intention.
To gather data, a carefully designed online survey was administered to a
diverse sample of participants, representing various genders, ages, and educational
backgrounds. The survey included a range of questions targeting the participants'
attitudes and behaviors towards luxury products. The collected data were subjected
to rigorous statistical analysis, including descriptive statistics such as means,
standard deviations, and skewness, to provide a comprehensive overview of the data
distribution and insights into the patterns and trends observed. The findings of this
research shed light on the varying levels of attitudes and intentions towards luxury
products among the different generational cohorts in Turkiye. The analysis of the
need for uniqueness variable revealed the participants' inclination towards seeking
unique and original products, while the exploration of self-monitoring behavior
uncovered the extent to which individuals are conscious of their actions and
impressions. The examination of social function attitudes offered valuable insights
into the participants' perceptions of luxury brands as symbols of social status and
self-expression. Additionally, the assessment of affective attitudes explored the
emotional responses of individuals towards luxury brands. Finally, the investigation
of purchase intention provided valuable insights into the participants' likelihood and
willingness to consider purchasing luxury products.
The results of this research contribute significantly to the existing literature
on consumer behavior and preferences within the luxury goods market. Marketers
and retailers targeting different generational segments in Turkiye can benefit from
the insights gained, enabling them to better understand the unique needs, preferences,
and motivations of each cohort. Furthermore, the findings have implications for
strategic marketing initiatives, brand positioning, and communication strategies
aimed at engaging and appealing to consumers within the luxury goods sector. While
this research provides valuable insights, further studies can explore additional factors
that influence purchase intention within the luxury goods market in Turkiye, such as
brand image, social influence, and cultural aspects. By expanding the scope of
research, a more comprehensive understanding of consumer behavior in the luxury
sector can be achieved, assisting marketers and industry professionals in developing
effective strategies to meet the evolving demands and preferences of consumers.