LÜKS TÜRK MARKASI VAKKO’NUN TÜKETİCİ TEMELLİ TERCİH EDİLME SEBEPLERİ: İZMİR ÖRNEĞİ

Year 2021, Volume: 4 Issue: 1, 87 - 100, 30.06.2021

Serra Ozsoy Karagulle

Abstract

Tüm dünyada güçlenen ekonomi ile tüketicilerin lüks ve üst segment ürünlere erişimi kolaylaşmıştır. Lüks ürünlerin, Türkiye de de geleceğin gelişen sektörleri içerisinde yer alması, Lu ve Pras ‘ın 2011 yılında lüks markaların tüketiciler tarafından tercih edilme sebeplerini ortaya koyan hipotezleri doğrultusunda İzmir ili bazında köklü olan Vakko üzerinde Türk tüketiciler bazlı bir çalışma gerçekleştirilmiştir. Bu araştırmanın amacı, hızla büyüyen bu sektörde Türk tüketicilerinin Türk lüks markalarının tercih nedenlerini ortaya koymaktır. Vakko, 1962 yılında İstanbul'da kurulmuş, tanınmış bir Türk lüks markasıdır. Çalışmamızda markanın tüketici temelli tercih nedenlerini araştırmak amacıyla İzmir ilinde bir anket uygulaması gerçekleştirilmiş, İzmir'in orta ve üst gelir gruplarının yaşadığı Karşıyaka, Alsancak ve Güzelyalı ilçelerinde saha araştırması yapılmıştır. Güvenilir veri toplama sunucusu Surveymonkey aracılığı ve 130 katılımcı ile gerçekleşen anket sonuçlarına dayanarak lüks marka tüketicilerinin marka bilincini, materyalizmi, sosyal karşılaştırmayı, moda yenilikçiliğini ve modaya katılımını ifade etmek için Türk lüks mallarını satın almaya eğilimli oldukları saptanmıştır.

Keywords

Lüks Marka, Tüketici Tercihleri, Lüks tüketim

CONSUMER BASED PREFERENCE REASONS FOR TURKISH LUXURY BRAND VAKKO: IZMIR CASE

Abstract

With the economical shifts rising everyday people are able to afford luxury or premium goods. Turkey is among the fastest growing markets for the luxury goods in the world.
In accordance with the Lu &Pras’s hypothesis about the reasons of the customer preference of choosing luxury brands and the luxury products as a compound of emerging sectors at Turkey formed the background of this research. A rooted Turkish luxury brand Vakko will be focused on at this research from Izmir perspective, based on the customers.
The aim of this research is to put forward the preference reasons of Turkish luxury brands by Turkish consumers in this fast growing market.
Vakko is a well known Turkish luxury brand which was established in 1962 in İstanbul, Turkey. In this study in order to investigate, consumer based preference reasons for Turkish luxury brand, Vakko brand is analyzed through a case study in İzmir. İzmir is the third biggest city by means of income level in Turkey. The field survey was carried out in Karşıyaka, Alsancak and Güzelyalı districts of Izmir where middle and high income groups live. A total of 130 respondents completed the online survey questionnaire done by Surveymonkey; a secure online data gathering website server. The result indicate that Turks are willing to purchase Turkish luxury goods in order to express brand awareness, materialism, social comparison, fashion innovation and fashion involvement.

Keywords

Luxury Brand, Consumer Preferences

References

• Zhang, B. and Kim, (January 2013). “Luxury fashion consumption in China: Factors affecting attitude and purchase intend”, “Journal of Retailing and Consumer Services”,Vol: 20, Issue 20, pp. 68-79.
• De Vaus, D.A (1990). Surveys in social research. London: Unwin Hyman.
• Deeter-Schmelz, J.N. Moore, D.J. Goebel, (2000). “Prestige clothing shopping by consumers: a confirmatory assessment and refinement of the PRECON scale with managerial implications”, “Journal of Marketing Theory and Practice”, Vol. 8 (4), pp. 43-58.
• Export Enterprises SA. (April 2021). “Turkey: Reaching the Consumer”. (https://santandertrade.com/en/portal/analyse-markets/turkey/reaching-the- consumers, April 2021)
• J. Liao, L. Wang, (2009) “Face as a mediator of the relationship between material value and brand consciousness”, “Psychology and Marketing”, Vol.26, pp.987-1001.
• L. Festinger, (1954). “A theory of social comparison processes”, “Human Relations”, Vol. 7, pp.117-140.
• L. Gao, M.J.T Norton, Z. Zhang, C.K To, (2009). “Potential niche markets for luxury fashion goods in China, “Journal of Fashion Marketing and Management”, Vol. 13, Iss.4, pp.514-526.
• P.Lu, & B.Pras (2011). Profiling mass affluent luxury goods consumers in China: A psychographic approach, Thunderbird International Business Review, Vol. 53(4), pp.
• M. Husic, M. Chic, (2009). “Luxury Consumption Factors”, “Journal of Fashion Marketing and Management”, Vol.13, pp. 231-254.
• Merriam Webster. (September 2016). http://www.merriam-webster.com.
• Muzinich, A. Pecotich, S. Putrevu, (2003). “A modal of the antecedents and consequents of female fashion innovativeness”, “Journal of Retailing and Consumer Services”, Vol. 10, pp. 297-310.
• Ogden, Harold J. & Venkat, Ramesh (2001), “Social Comparison And Possessions: Japan Vs Canada”, Asia Pacific Journal of Marketing and Logistics, Vol. 13, No. 2: 72-84
• P.Beaudoin, M. J. Lachance, (2006) “Determinant of adolescents’ brand sensitivity to clothing”, “Family and Consumer Sciences Journal”, Vol. 34, pp.312-331.
• J.J, Summers, 2006. Effects Of Collaborative Learning in Math on Sixth Graders‟ Individual Goal Orientations from a Socio-Constructivist Perspective. The Elementary School Journal 106(3): 273-290
• Sproles, G.B. and Kendall, E.L. (1986), “A methodology for profiling consumer decision-making styles”, The Journal of Consumer Affairs, Vol. 20, Winter, pp. 267-79.
• De Vaus, D.A. (1990), “Surveys in Social Research” Sydney, 343p.
• Finlay, K.A, Tramifow.D, Villarreal.A. “Predicting Exercise And Health Behavioral İntentions: Attitudes, Subjective Norms, Another Behavioral Determinants”,“Journal of Applied Social Psychology”, Vol.32, pp.342-358, 2002.
• Bellman, L.M. ,Teich,I. Clark, S.D. “Fashion Accessory Buying Intentions Among Female Millennial”, “Review of Business”, Vol. 30 (1), pp. 46-57, 2009.