Investigation of Luxury in Terms of Perception of Different Income Groups in Turkey

Yıl 2016, Cilt: 14 Sayı: 28, 651 - 671, 01.12.2016

Nihal Sütütemiz Aysel Kurnaz

Öz

In this research it is examined how consumers percieve luxury concept in terms of different household disposable income groups and whether there are differences in perceptions between these groups. And as a consequence of literature review, it is ascertained that the contents towards luxury vary according to cultures, socio-demographic and economic factors. In this direction, a questionnaire, which is based on five groups according to household incomes, was conducted with a total of 2950 participants from provinces that represent twelve regions of Turkey. Luxury perception is separately evaluated on the basis of income groups and inferences associated with luxury are uncovered. Accordig to the findings, along with the relative importances, eight inferences attributed to luxury has emerged in each group. These are; money, wealth, vanity, redundancy, cars, quality and quality living. Although money and weath come in the first two place for each income group, the rankings of the others vary according to each income group

Anahtar Kelimeler

Luxury, Luxury Perception, Income

Türkiye’de Farklı Gelir Grupları Açısından Lüks Algısının İncelenmesi

Öz

Bu çalışmada, Türkiye’de farklı hanehalkı kullanılabilir gelir grupları açısından tüketicilerin lüks kavramını nasıl algıladıkları ve bu gruplar arasında algıda farklılıkların olup olmadığı incelenmiştir. Literatür incelemesi sonucunda da lükse yönelik anlamların kültürlere, sosyo-demografik ve ekonomik faktörlere göre farklılık gösterdiği tespit edilmiştir. Bu doğrultuda hane halkı gelirlerine göre beş grup temel alınarak, Türkiye’nin on iki bölgesini temsil eden illerdeki toplam 2950 katılımcıya anket uygulanmıştır. Gelir grupları bazında lüks algısı ayrı ayrı değerlendirilmiş ve lüks ile ilişkilendirilen anlamlar ortaya çıkarılmıştır. Bulgulara göre, lükse atfedilen sekiz anlam görece önemi farklı olmakla birlikte, her grupta ortaya çıkmıştır. Bunlar; para, zenginlik, rahatlık, gösteriş, gereksiz, araba, kalite ve kaliteli yaşamdır. Para ve zenginlik, her bir gelir grubu için ilk iki sırada yer almakla birlikte, diğerlerinin sıralamaları gelir guruplarına göre farklılık göstermektedir

Anahtar Kelimeler

Lüks, Lüks Algısı, Gelir

Kaynakça

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