THE EFFECT OF LUXURY PERCEPTION ON WILLINGNESS TO BUY PRESTIGIOUS AUTOMOBILE BRANDS: CASE OF ISTANBUL AND SAKARYA

Year 2011, Volume: 10 Issue: 38, 229 - 244, 01.03.2011

Saim Saner Çiftyıldız Nihal Sütütemiz

Abstract

Abstact
Incidental to globalisation efforts, the distribution of goods and services around the world is becoming easier and luxury consumption is increasing especially in developed countries as well as in our country. Accordingly, the luxury product perception of consumers and the effect of these perceptions on the willingness to buy is becoming an important issue for the researchers.
In this research, we examine the way of how the consumers in our country perceive the luxury in case of automobile brands, the dimensions of these perceptions and the effect of these dimensions on willingness to buy. Therefore, the main objective of this study is presenting the importance of luxury construct about the marketing activities by defining the dimensions of luxury construct and examining the effect of this dimensions on willingness to buy in terms of luxury automobile brands. After the analysis, five dimensional luxury perception model is being dealt with on the basis of the other studies in other countries, and it is observed that some dimensions are affecting willingness to buy in some brands. This result indicates that the effect of brand features, such as awareness, quality etc. on willingness to buy may differ in different brands. The results show that the effect of the dimensions differs about the handled brand. In the context of the study, a questionnaire was used on 1096 respondents inhabiting in the province Istanbul and Sakarya.
Key Words: Luxury perception, Willingness to buy, Luxury brands.

Keywords

-

PRESTİJLİ OTOMOBİL MARKALARINDA LÜKS ALGILAMASININ SATIN ALMA İSTEKLİLİĞİNE ETKİSİ: İSTANBUL VE SAKARYA ÖRNEĞİ

Abstract

Günümüzde küreselleşme çabaları sonucu dünya çapında mal ve hizmet dolaşımı kolaylaşmakta ve özellikle lüks ürünlerin tüketimi gelişmiş ülkeler başta olmak üzere ülkemizde de önemli artış kaydetmektedir. Buna bağlı olarak, lüks ürünlerin tüketicilerce algılanış biçimi ve bu algılamaların satın alma isteğini nasıl etkilediği önemli bir konu olarak araştırmacıların karşısına çıkmaktadır.
Bu çalışmada ise ülkemiz tüketicilerinin otomobil markaları bağlamında lüks kavramını nasıl algıladıkları, bu algılamanın içerdiği boyutlar ve bu boyutların satı alma isteği üzerindeki etkisi incelenmektedir. Analizler sonucunda yurt dışında yapılan çalışmalara benzer şekilde beş boyutlu bir lüks algılaması modeli elde edilmiş ve bazı boyutların belirli markalarda satın alma isteğini etkilediği gözlenmiştir. Çalışmada veri toplama aracı olarak anket yönteminden yararlanılmıştır. İstanbul ve Sakarya illerinde uygulanan 1096 anket analizlerde kullanılmıştır.

Keywords

Lüks algılaması, Satın alma istekliliği, Lüks markalar

References

• Ait-Sahalıa, Y., Parker, J., A., ve Yogo, M., (2004), “Luxury Goods And The Equity Premium”, The Journal Of Fınance, Vol. 59, No. 6.
• Bourne, Francis S., (1957), ““Group influence in marketing and public relations,” In Some Applications of Behavioral Research” (eds.) Renis Likert and Samuel P. Hayes. Basil, Switzerland: UNESCO.
• Bloomberg Businessweek, (2010), "New Frontiers for Luxury Goods", http://images.businessweek.com/mz/10/18/0503_lux_goods.pdf?chan=magazine+channel_new s+-+companies+%2B+industries, 14.08.2010.
• De Barnier, Rodina, I. ve Valette-Florance, P., (2006), “Whıch Luxury Perceptıons Affect Most Consumer Purchase Behavıor? A Cross Cultural Exploratory Study in France, The Unıted Kıngdom and Russıa”, 5th International Marketing Trends Congress, Venice (Italy), 21-21 January.
• Gedik, E., (2007), “Türkiye lüks tüketimin cenneti oluyor”, http://www.tumgazeteler.com/?a=2408074, 15.06.2010
• Hair, J.F., Anderson, R.E., Tahtam, R.L. ve Black, W.C., (1998), “Multivariate Data Analysis”, Prenticehall International Inc., New Jersey.
• Huang, J., Qui, H., Bai, J. ve Pray, C., (2006), “Awareness, acceptance of and willingness to buy genetically modified foods in Urban China”, Appetite, March, Vol. 46, No:2, s. 144-151.
• Iwasakı, Y. ve Havitz, M., E., (1998), “A path Analytic Model of the Relationships Between Involvement, Psychological Commitment and Loyalty”, Journal of Leisure Research, Vol. 30, s. 256-80.
• Laurent, G. ve Kapferer, J., (1985), “Measuring Consumer Involvement Profiles”, Journal of Marketing Research, Vol. 22, February, s. 41-53.
• Nakip, Mahir, (2003), Pazarlama Araştırmaları Teknikler ve (SPSS Destekli) Uygulamalar, Seçkin Yayıncılık, Ankara.
• Nueno J.L., et Quelch J.A. (1998), “The mass marketing of luxury”, Business Horizons, Vol. 41, No:6, s.61-68.
• Roux, E. ve Floch, J., M., (1996), “Gerer l’ingerable: la contradiction interne de toute Maison de luxe”, Decision Marketing, Vol. 9, sept-dec., s.15-23
• Sarrafoğlu, F., (2010), “Lüks tüketim nereye kadar…”, http://www.ekotrent.com/haber/20100223/Luks-tuketim-nereye-kadar.php, 23.02.2010.
• Seringhaus, F., H., R., (2002), “Cross Cultural Exploration of Global Brands and the Internet”, 81 th Annual IMP Conference, Dijon, Frannce, s. 1-12.
• Stegemann, N., (2006), “Unique Brand Extension Challenges For Luxury Brands”, Journal of Business & Economics Research, Vol. 4, No: 10, s. 57-68
• Stegemann, N., Denize, S. ve Miller, K., E., (2007), “Measuring Consumers' Attitudes to Luxury”, Aix Graduate School of Management, University Paul Cezanne.
• The Futurist, (1993), “Car buyers redefine ‘Luxury’”, Nov/Dec.
• Vigneron, F., (2010), “An Empirical Replication and Cross-Cultural Study of Brand Luxury between Australia and New Zealand”, http://www.acrwebsite.org/volumes/ap07/13072.pdf, 18.12.2010.
• Vigneron, F. ve Lester W. J., 2004. “Measuring perceptions of brand luxury”, Journal of Brand Management, Vol.11, No:.6: s. 484-506.
• Wiedmann, K., P., Hennigs, N. ve Siebels, A., (2007), “Consumers‘ Luxury Value Perception: A Cross-Cultural Framework”, Academy of Marketing Science Review, No:7.
• Von der Gathen, A. ve Gersch, B., M., (2010), “Market Survey: Profit Excellence In The Luxury Goods Industry”, Simon-Kucher & Partners, Strategy & Marketing Consultants GmbH. http://www2.simon-kucher.com/whitepapers/whp_Profit_Excellence in_the_Luxury_ Goods_Industry.pdf, 10.07.2010.
• Yanık, O., (2010), “Lüks Pazarlama/ Luxury Marketing”, http://www.pazarlamadunyasi.com/Desktopdefault.aspx?tabid=195&ItemId=397&Rtabid=194 , 18.07.2010.