What Do Consumers Target in Price-Off Luxury Fashion Products? A Profile Study from the Perspective of Achievement Goal Theory

Öz

The purpose of this research is to reveal the profiles of consumers who buy luxury fashion products at a discount. Based on achievement goal theory, the study examines consumers' goals of buying price-off luxury fashion products. The study was designed according to quantitative research methodology. Using judgmental sampling technique, 184 consumers who bought products from the discount campaigns of luxury fashion products were reached. Questionnaire technique was used to collect the data. Confirmatory factor analysis, cluster analysis, one-way analysis of variance and descriptive analysis were used to analyze the data. Factor analysis results confirm that consumers' discount-seeking goals in luxury fashion products consist of mastery goal, pride goal and social approval goal. The results of the cluster analysis show that the respondents are grouped into three clusters according to these goals. The clusters named as sport consumers, competition-oriented consumers and distanced consumers differ significantly in terms of mastery, pride and social approval levels. There are also significant differences between the three clusters in terms of satisfaction about price-off luxury fashion products and repurchase intention variables.

Anahtar Kelimeler

• Fashion Retailing
• Price-Off Luxury Products
• Achievement Goal Theory

İndirimli Lüks Moda Ürünlerinde Tüketiciler Neyi Hedefliyor? Başarı Hedefi Teorisi Perspektifinden Bir Profil Araştırması

Öz

Bu araştırmanın amacı indirimli lüks moda ürünlerini satın alan tüketicilerin profillerini ortaya çıkarmaktır. Araştırmada başarı hedefi teorisine dayalı olarak tüketicilerin lüks moda ürünlerini indirimli satın alma hedefleri incelenmiştir. Çalışma nicel araştırma metodolojisine göre tasarlanmıştır. Araştırmada yargısal örneklem tekniğinden yararlanarak indirimli lüks moda ürünlerini satın alan 184 tüketiciye ulaşılmıştır. Veriler anket tekniğinden yararlanılarak toplanmıştır. Verilerin analizinde doğrulayıcı faktör analizinden, kümeleme analizinden, tek yönlü varyans analizinden ve betimsel analizlerden yararlanılmıştır. Faktör analizi sonuçları lüks moda ürünlerinde tüketicilerin indirim yakalama hedeflerinin; uzmanlaşma, gurur yaşama ve sosyal onay boyutlarından oluştuğunu doğrulamaktadır. Kümeleme analizi sonuçları bu hedeflere göre katılımcıların üç kümede toplandığını göstermektedir. Sportif tüketiciler, rekabet odaklılar ve mesafeliler olarak adlandırılan kümelerin uzmanlaşma, gurur yaşama ve sosyal onay düzeyleri anlamlı olarak farklılaşmaktadır. Her üç küme arasında lüks moda ürünlerindeki indirim karşısında duyulan memnuniyet ve markayı tekrar satın alma değişkenleri açısından da anlamlı farklılıklar bulunmaktadır.

Anahtar Kelimeler

• Moda Perakendeciliği
• Lüks Ürünlerde İndirim
• Başarı Hedefi Teorisi

Kaynakça

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