Araştırma Makalesi
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AN EXPLORATORY RESEARCH ON LUXURY PERCEPTIONS OF GENERATION Y

Yıl 2020, Cilt: 22 Sayı: 2, 655 - 671, 05.06.2020
https://doi.org/10.16953/deusosbil.554665

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.

Kaynakça

  • Atwal, G. & Williams, A. (2009). Luxury brand marketing – the experience is everything!. Journal of Brand Management, 16 (5/6), 338-346.
  • Bansal, N. (2017). Motivation&Attitude of generation Y in India: An exploratory study. The Indian Journal of Industrial Relations, 53(1), 102-114.
  • Bejtkovský, J. (2016), The current generations: the baby boomers, x, y and z in the context of human capital management of the 21st century in selected corporations in the czech republic, Littera Scripta, 9(2), 25-45.
  • Beldona, S., Nusair K. & Demicco, F. (2009). Online travel purchase behavior of generational cohorts: A longitudinal study. Journal of Hospitality Marketing & Management, 18(4), 406-420.
  • Berthon, P., Pitt L., Parent M. & Berthon J.P. (2009). Aesthetics and ephemerality: Observing and preserving the luxury brand. California Management Review, 52(1), 45-66.
  • Brosdahl, D. J., & Carpenter, J. M. (2011). Shopping orientations of US males: A generational cohort comparison. Journal of Retailing and Consumer Services, 18, 548-554.
  • Chattalas, M. & Shukla P., (2015). Impact of value perceptions on luxury purchase intentions: a developed market comparison. Luxury Research Journal, 1 (1), 40-57.
  • Christodoulides, G., Michaelidou, N. & Li, C.H. (2009). Measuring perceived brand luxury: an evaluation of the BLI scale, Journal of Brand Management, 16 (5/6), 395-405.
  • D’Arpizio, C., Levato, F., Kamel, M.A. & de Montgolfier, J. (2017). Luxury goods worldwide market study fall-winter 2017: the new luxury consumer: why responding to the millennial mindset will be key. http://www.bain.com /publications/articles/luxury-goods-worldwide-market-study- fall-winter-2017.aspx (Erişim tarihi: 15.01.2019).
  • De Barnier, V., Rodina, I. & Valette-Florence, P. (2006). Which luxury perceptions affect most consumer purchase behaviour? A cross-cultural exploratory study of France, the United Kingdom and Russia. Proceedings of the international marketing trends conference. http://archives.marketing-trends- congress.com / 2006/Materiali/Paper/Fr/ DeBarnier_Rodina_ValetteFlorence.pdf. (Erişim tarihi: 15.01.2019)
  • Dubois, B., Laurent, G. & Czellar, S.(2001). Consumer rapport to luxury: analyzing complex and ambivalent attitudes. Working paper 736, HEC School of Management, Jouy-en-Josas, France.
  • Dubois, B., Czellar, S. & Laurent, G. (2005). Consumer segments based on attitudes toward luxury: Empirical evidence from twenty countries. Marketing Letters, 16(2), 115–128.
  • Gehaney, R. & Bigan I. (2014). Size isn’t everything: turkey’s fast-growing luxury market, http://www.mckinsey.com/business-functions/marketing-and-sales/our-insights/size-isnt-everything-turkeys-fast-growing-luxury-market (Erişim Tarihi: 15.01.2019)
  • Giovannini, S., Xu, Y. & Thomas, J. (2015). Luxury fashion consumption and generation Y consumers: Self, brand consciousness, and consumption motivations. Journal of Fashion Marketing and Management, 19 (1), 22-40.
  • Godey, B., Pederzoli, D., Aiello, G., Donvito, R., Wiedmann, K.P., & Hennigs, N. (2013). A cross-cultural exploratory content analysis of the perception of luxury from six countries. Journal of Product & Brand Management, 22(3), 229-237, https://doi.org/10.1108/JPBM-02-2013-0254
  • Granot, E., Russell, L. T. M. & Brashear-Alejandro, T. G. (2013). Populence: Exploring luxury for the masses. Journal of Marketing Theory and Practice, 21(1), 31-44.
  • Jain, V., Roy, S. & Ranchhod, A. (2015). Conceptualizing luxury buying behavior: the Indian perspective. Journal of Product & Brand Management, 24(3), 211-228, https://doi.org/10.1108/JPBM-07-2014-0655
  • Kapferer, J.N. (1998). Why are we seduced by luxury brands?. Journal of Brand Management, 6(1), 44-49.
  • Lower, J. S. (2008). Brace yourself here comes generation y. Critical Care Nurse, 28(5), 80-85.
  • Markert, J. (2004). Demographics of age: generational and cohort confusion. Journal of Current Issues and Research in Advertising, 26 (2), 11‐25.
  • Miles, M. B., & Huberman, A. M. (1994). Qualitative data analysis: An expanded sourcebook (2nd ed.). Thousand Oaks, CA, US: Sage Publications, Inc.
  • Moreno, F. M., Lafuente, J. G., Carreón, F. Á. & Moreno, S. M. (2017). The characterization of the millennials and their buying behavior. International Journal of Marketing Studies, 9(5), 135-144.
  • Norum, P.S. (2003). Examination of generational differences in household apparel expenditures. Family and Consumer Sciences Research Journal, 32 (1), 52-75.
  • Nowak, L., Thach, L. & Olsen, J. E. (2006). Wowing the millennials: Creating brand equity in the wine ındustry. Journal of Product and Brand Management, 15(5), 316-323.
  • Rondan-Cataluna, F.J., Sanz-Altamira, B. & Peral-Peral B. (2017). Gender roles in social network sites from Generation Y. Journal of Technology Management&Innovation, 12(4), 1-9.
  • Sandeen, C. (2008). Boomers, xers, and millennials: who are they and what do they really want from continuing higher education?. Continuing Higher Education Review, 72, 11-31.
  • Silverstein, M. & Fiske N. (2003). Luxury for the masses. Harvard Business Review, 81 (4), 48-57
  • Smith, K. T. (2011). Digital marketing strategies that millennials find appealing, motivating, or just annoying. Journal of Strategic Marketing, 19(6), 489-499.
  • Spiro, C. (2006). Generation y in the workplace, Defense AT&L: November-December, 16-19. T.C. Aile, Çalışma ve Sosyal Hizmetler Bakanlığı, Asgari ücretin net hesabı ve işverene maliyeti https://www.csgb.gov.tr/media/4152/ 2017_onikiay.pdf (Erişim tarihi: 04.02.2019)
  • Tsai, S. P. (2005). Impact of personal orientation on luxury brand purchase value. International Journal of Market Research, 47 (4), 429-454.
  • Türk Dil Kurumu (TDK), http://www.tdk.gov.tr/index.php? option=com_gts&arama=gts&guid=TDK.GTS.5cb5b7f429a0a3.52071911 (Erişim tarihi: 16.04.2019)
  • Tynan, C., McKechnie, S. & Chhuon, C. (2010). Co-creating value for luxury brands. Journal of Business Research, 63 (11), 1156-1163.
  • Vigneron, F. & Johnson L. W. (2004). Measuring perceptions of brand luxury. Journal of Brand Management, 11(6), 484-506.
  • Wealthinsight (2015). The rise of luxury goods in emerging cities, http://mobile.next-finance.net/IMG/pdf/luxury_brands_-_white_paper.pdf (Erişim tarihi: 15.01.2019).
  • Wiedmann, K.P., Hennigs N. & Siebels A. (2009). Value-based segmentation of luxury consumption behavior. Psychology and Marketing, 26(7), 625-651.
  • Yeoman, I. & McMahon-Beattie, U. (2006). Luxury markets and premium pricing. Journal of Revenue & Pricing Management, 4, 319-328.

Y KUŞAĞININ LÜKS ALGISI ÜZERİNE KEŞİFSEL BİR ARAŞTIRMA

Yıl 2020, Cilt: 22 Sayı: 2, 655 - 671, 05.06.2020
https://doi.org/10.16953/deusosbil.554665

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.

Kaynakça

  • Atwal, G. & Williams, A. (2009). Luxury brand marketing – the experience is everything!. Journal of Brand Management, 16 (5/6), 338-346.
  • Bansal, N. (2017). Motivation&Attitude of generation Y in India: An exploratory study. The Indian Journal of Industrial Relations, 53(1), 102-114.
  • Bejtkovský, J. (2016), The current generations: the baby boomers, x, y and z in the context of human capital management of the 21st century in selected corporations in the czech republic, Littera Scripta, 9(2), 25-45.
  • Beldona, S., Nusair K. & Demicco, F. (2009). Online travel purchase behavior of generational cohorts: A longitudinal study. Journal of Hospitality Marketing & Management, 18(4), 406-420.
  • Berthon, P., Pitt L., Parent M. & Berthon J.P. (2009). Aesthetics and ephemerality: Observing and preserving the luxury brand. California Management Review, 52(1), 45-66.
  • Brosdahl, D. J., & Carpenter, J. M. (2011). Shopping orientations of US males: A generational cohort comparison. Journal of Retailing and Consumer Services, 18, 548-554.
  • Chattalas, M. & Shukla P., (2015). Impact of value perceptions on luxury purchase intentions: a developed market comparison. Luxury Research Journal, 1 (1), 40-57.
  • Christodoulides, G., Michaelidou, N. & Li, C.H. (2009). Measuring perceived brand luxury: an evaluation of the BLI scale, Journal of Brand Management, 16 (5/6), 395-405.
  • D’Arpizio, C., Levato, F., Kamel, M.A. & de Montgolfier, J. (2017). Luxury goods worldwide market study fall-winter 2017: the new luxury consumer: why responding to the millennial mindset will be key. http://www.bain.com /publications/articles/luxury-goods-worldwide-market-study- fall-winter-2017.aspx (Erişim tarihi: 15.01.2019).
  • De Barnier, V., Rodina, I. & Valette-Florence, P. (2006). Which luxury perceptions affect most consumer purchase behaviour? A cross-cultural exploratory study of France, the United Kingdom and Russia. Proceedings of the international marketing trends conference. http://archives.marketing-trends- congress.com / 2006/Materiali/Paper/Fr/ DeBarnier_Rodina_ValetteFlorence.pdf. (Erişim tarihi: 15.01.2019)
  • Dubois, B., Laurent, G. & Czellar, S.(2001). Consumer rapport to luxury: analyzing complex and ambivalent attitudes. Working paper 736, HEC School of Management, Jouy-en-Josas, France.
  • Dubois, B., Czellar, S. & Laurent, G. (2005). Consumer segments based on attitudes toward luxury: Empirical evidence from twenty countries. Marketing Letters, 16(2), 115–128.
  • Gehaney, R. & Bigan I. (2014). Size isn’t everything: turkey’s fast-growing luxury market, http://www.mckinsey.com/business-functions/marketing-and-sales/our-insights/size-isnt-everything-turkeys-fast-growing-luxury-market (Erişim Tarihi: 15.01.2019)
  • Giovannini, S., Xu, Y. & Thomas, J. (2015). Luxury fashion consumption and generation Y consumers: Self, brand consciousness, and consumption motivations. Journal of Fashion Marketing and Management, 19 (1), 22-40.
  • Godey, B., Pederzoli, D., Aiello, G., Donvito, R., Wiedmann, K.P., & Hennigs, N. (2013). A cross-cultural exploratory content analysis of the perception of luxury from six countries. Journal of Product & Brand Management, 22(3), 229-237, https://doi.org/10.1108/JPBM-02-2013-0254
  • Granot, E., Russell, L. T. M. & Brashear-Alejandro, T. G. (2013). Populence: Exploring luxury for the masses. Journal of Marketing Theory and Practice, 21(1), 31-44.
  • Jain, V., Roy, S. & Ranchhod, A. (2015). Conceptualizing luxury buying behavior: the Indian perspective. Journal of Product & Brand Management, 24(3), 211-228, https://doi.org/10.1108/JPBM-07-2014-0655
  • Kapferer, J.N. (1998). Why are we seduced by luxury brands?. Journal of Brand Management, 6(1), 44-49.
  • Lower, J. S. (2008). Brace yourself here comes generation y. Critical Care Nurse, 28(5), 80-85.
  • Markert, J. (2004). Demographics of age: generational and cohort confusion. Journal of Current Issues and Research in Advertising, 26 (2), 11‐25.
  • Miles, M. B., & Huberman, A. M. (1994). Qualitative data analysis: An expanded sourcebook (2nd ed.). Thousand Oaks, CA, US: Sage Publications, Inc.
  • Moreno, F. M., Lafuente, J. G., Carreón, F. Á. & Moreno, S. M. (2017). The characterization of the millennials and their buying behavior. International Journal of Marketing Studies, 9(5), 135-144.
  • Norum, P.S. (2003). Examination of generational differences in household apparel expenditures. Family and Consumer Sciences Research Journal, 32 (1), 52-75.
  • Nowak, L., Thach, L. & Olsen, J. E. (2006). Wowing the millennials: Creating brand equity in the wine ındustry. Journal of Product and Brand Management, 15(5), 316-323.
  • Rondan-Cataluna, F.J., Sanz-Altamira, B. & Peral-Peral B. (2017). Gender roles in social network sites from Generation Y. Journal of Technology Management&Innovation, 12(4), 1-9.
  • Sandeen, C. (2008). Boomers, xers, and millennials: who are they and what do they really want from continuing higher education?. Continuing Higher Education Review, 72, 11-31.
  • Silverstein, M. & Fiske N. (2003). Luxury for the masses. Harvard Business Review, 81 (4), 48-57
  • Smith, K. T. (2011). Digital marketing strategies that millennials find appealing, motivating, or just annoying. Journal of Strategic Marketing, 19(6), 489-499.
  • Spiro, C. (2006). Generation y in the workplace, Defense AT&L: November-December, 16-19. T.C. Aile, Çalışma ve Sosyal Hizmetler Bakanlığı, Asgari ücretin net hesabı ve işverene maliyeti https://www.csgb.gov.tr/media/4152/ 2017_onikiay.pdf (Erişim tarihi: 04.02.2019)
  • Tsai, S. P. (2005). Impact of personal orientation on luxury brand purchase value. International Journal of Market Research, 47 (4), 429-454.
  • Türk Dil Kurumu (TDK), http://www.tdk.gov.tr/index.php? option=com_gts&arama=gts&guid=TDK.GTS.5cb5b7f429a0a3.52071911 (Erişim tarihi: 16.04.2019)
  • Tynan, C., McKechnie, S. & Chhuon, C. (2010). Co-creating value for luxury brands. Journal of Business Research, 63 (11), 1156-1163.
  • Vigneron, F. & Johnson L. W. (2004). Measuring perceptions of brand luxury. Journal of Brand Management, 11(6), 484-506.
  • Wealthinsight (2015). The rise of luxury goods in emerging cities, http://mobile.next-finance.net/IMG/pdf/luxury_brands_-_white_paper.pdf (Erişim tarihi: 15.01.2019).
  • Wiedmann, K.P., Hennigs N. & Siebels A. (2009). Value-based segmentation of luxury consumption behavior. Psychology and Marketing, 26(7), 625-651.
  • Yeoman, I. & McMahon-Beattie, U. (2006). Luxury markets and premium pricing. Journal of Revenue & Pricing Management, 4, 319-328.
Toplam 36 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Bölüm Makaleler
Yazarlar

Mustafa Özdemir 0000-0002-4437-1976

Mehmet Durkaya 0000-0002-4931-1470

Yayımlanma Tarihi 5 Haziran 2020
Gönderilme Tarihi 16 Nisan 2019
Yayımlandığı Sayı Yıl 2020 Cilt: 22 Sayı: 2

Kaynak Göster

APA Özdemir, M., & Durkaya, M. (2020). Y KUŞAĞININ LÜKS ALGISI ÜZERİNE KEŞİFSEL BİR ARAŞTIRMA. Dokuz Eylül Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 22(2), 655-671. https://doi.org/10.16953/deusosbil.554665