TY  - JOUR
TT  - AWARENESS-UNDERSTANDING LEVEL OF THE UNIVERSITY YOUTH IN BRAND- CONSUMPTION CONTEXT
AU  - Ayhan, Ahmet
PY  - 2009
DA  - June
JF  - Erciyes Üniversitesi Sosyal Bilimler Enstitüsü Dergisi
JO  - ERÜSOSBİLDER
PB  - Erciyes Üniversitesi
WT  - DergiPark
SN  - 1300-1582
SP  - 27
EP  - 46
VL  - 1
IS  - 26
KW  - Marka
KW  - Aşm tüketim
KW  - Üniversite gençliği
N2  - Many descriptions of the era that started at the last quarter of the 20th century exists. There is no objection to add consumption era to the descriptions of the era. Although these descriptions don t seem to bother people at first glance, consumption era is not appropriate description in today s living style -especially for those societies that consume more than they produce-. From this perspective, a questionnaire about level of brand-consumption and awareness-understanding has been done with 454 subjects that are enrolled in the universities. Findings show that psychological egoism becomes dominant in the subjects. paralel understanding to this sensitivity in consumption choice and behaviour. Television and internet as sources of information are the most important mass communication mediums. It appears that commercials-fashion relation that fuels over-consumption and imitable role models like artists, sportsmen that are perceived as opinion leaders in the media is reason for youth generation s brand consumption. Especially being popular in group dynamics, not to be outcasted, drive to be happy in consumption of goods are presenting a situation where emotions are dominant rather than reason. As related to this situation, university youth that s not earning anything but living with the support of their families are freer in consumption behavior and forming the ideal potential consumer profile in the global relations
UR  - https://dergipark.org.tr/tr/pub/erusosbilder/article/253233
L1  - https://dergipark.org.tr/tr/download/article-file/219486
ER  -