A COMPARATIVE STUDY OF CONSPICUOUS CONSUMPTION AND CONSUMER DECISION-MAKING STYLES AMONG TURKISH CONSUMERS

Abstract

The purpose of this study is to explore the effect of conspicuous consumption and the decision-making styles on Turkish consumers. The study also examines the comparison and of the conspicuous consumption and decision-making styles in the society and what the driven forces that impacts the consumers decision making and conspicuous attempts when intending to purchase. This study also illustrates the Understanding of this positive relationship has significant implications for marketers, as it provides insights into the preferences and behaviours of consumers in a culturally distinct setting. Recognizing the impact of conspicuous consumption on decision-making styles can enable marketers to develop more effective strategies for targeting and engaging with Turkish consumers who are inclined towards conspicuous consumption. Ultimately, this research contributes to a deeper understanding of consumer behaviour and preferences in the context of a rapidly evolving and diverse market like Türkiye. The results of our analysis suggest a positive relationship between conspicuous consumption and certain consumer decision-making styles among Turkish consumers. Specifically, individuals who exhibit conspicuous consumption tendencies are more likely to embrace emotional and impulsive decision-making styles. These findings highlight the importance of understanding the interplay between conspicuous consumption and consumer decision-making styles in the context of the Turkish market.