AN EXPLORATORY RESEARCH ON LUXURY PERCEPTIONS OF GENERATION Y

Öz

In recent years, the luxury market has grown rapidly in both developed and developing countries. In the historical process, the concept of traditional luxury and market structure has changed especially with the effect of globalization and internet. Today, the importance of the Y generation is increasing within the luxury market that concerns much more consumers. The luxury perceptions and definitions by the members of this generation representing the young population have an effective role in determining the marketing strategies for businesses. Nevertheless, studies examining the luxury perceptions and definitions of the Y generation are quite limited. As there is no such study in the Turkish context, an exploratory research was conducted. In order to reveal the luxury definitions of Generation Y, a survey was conducted and data collected from 155 participants were analysed using content analysis. This study highlights that the definitions of luxury by Generation Y are content, personal and socially oriented. Moreover this study investigated to what extent the adjectives in literature are associated with luxury. It is concluded that all adjectives are related with luxury to a great extent, and the personal influences especially within the framework of the new luxury are deemed important in terms of luxury perceptions.

Anahtar Kelimeler

• Luxury,New Luxury,Generation Y,Content Analysis

Y KUŞAĞININ LÜKS ALGISI ÜZERİNE KEŞİFSEL BİR ARAŞTIRMA

Öz

Lüks pazarı son yıllarda hem gelişmiş hem de gelişmekte olan ülkelerde çok hızlı bir büyüme göstermektedir. Tarihsel süreçte, geleneksel lüks anlayışı ve pazar yapısı özellikle küreselleşmenin ve internetin etkisiyle değişmiştir. Bugün çok daha fazla tüketiciyi ilgilendiren lüks pazarında Y kuşağının önemi giderek artmaktadır. Genç nüfusu temsil eden bu kuşak mensuplarının lüks algıları ve tanımları işletmeler bakımından pazarlama stratejilerinin belirlenmesinde etkin bir role sahiptir. Buna rağmen Y kuşağının lüks algılarını ve tanımlarını inceleyen çalışmalar oldukça sınırlıdır. Türkiye bağlamında ise bu içerikte bir çalışmaya rastlanmaması nedeniyle keşifsel bir araştırma yapılmıştır. Y kuşağının lüks tanımlamalarını ortaya çıkarmak amacıyla yapılan bu çalışmada 155 katılımcıyla yüz yüze anket çalışması yapılmış ve toplanan veriler içerik analizi yöntemi kullanılarak değerlendirilmiştir. Araştırma neticesinde Y kuşağının lüks tanımlarının içerik, sosyal ve kişisel yönelimli olduğu görülmüştür. Bununla birlikte literatürde yer alan lüks ile ilgili sıfatların ne ölçüde lüks ile ilişkilendirildiği de araştırılmıştır. Tüm sıfatların büyük ölçüde lüks ile ilişkilendirildiği, özellikle yeni lüks anlayışı çerçevesinde öne çıkan kişisel etkilerin Y kuşağının lüks algıları açısından da önemli olduğu belirlenmiştir.

Anahtar Kelimeler

• Lüks,Yeni Lüks,Y Kuşağı,İçerik Analizi

Kaynakça

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