DEVLET VE VAKIF ÜNİVERSİTELERİNDEKİ ÖĞRENCİLERİN LÜKS DEĞER ALGISI DÜZEYLERİNİN İNCELENMESİ ÜZERİNE BİR ARAŞTIRMA

Öz

Günümüzün küresel pazarında lüks kavramı, ayrıcalık ve maddi zenginlikten daha kişiselleştirilmiş ve değer odaklı deneyimlere doğru evrilmektedir. Lüks giderek daha demokratikleştikçe, farklı tüketici gruplarının lüks değerini nasıl algıladığını anlamak, markaların alaka düzeyini korumak için elzem hale gelmektedir. Bu çalışma, farklı sosyoekonomik ve kültürel dinamiklerin damgasını vurduğu bir bağlamda, Türkiye'de devlet ve vakıf (özel) üniversitelerine devam eden öğrenciler arasındaki lüks değer algısındaki farklılıkları araştırmaktadır. Lüks değerin çok boyutlu çerçevesinden yararlanan çalışma, 522 katılımcıdan elde edilen verileri analiz etmektedir. Bulgular, iki grup arasında materyalizm ve kalite boyutlarında istatistiksel olarak anlamlı farklılıklar ortaya koyarken, öz kimlik ve kendini hediye etme gibi diğer boyutlar her iki grupta da yüksek ortalama puanlar göstermektedir. Bu sonuçlar, bireysel değer odaklı motivasyonların üniversite öğrencileri arasında lüks algılarını şekillendirmede baskın bir rol oynadığını ve hem akademik araştırmalar hem de lüks marka pazarlama stratejileri için çıkarımlar içerdiğini göstermektedir.

Anahtar Kelimeler

• Lüks Değer Algısı
• Fonksiyonel Değer
• Bireysel Değer
• Sosyal Değer

A STUDY ON THE LEVELS OF LUXURY VALUE PERCEPTION AMONG STUDENTS AT STATE AND FOUNDATION UNIVERSITIES

Öz

In today’s global marketplace, the concept of luxury is evolving from exclusivity and material wealth toward more personalized and value-driven experiences. As luxury becomes increasingly democratized, understanding how different consumer groups perceive luxury value is essential for brands seeking to maintain relevance. This study investigates the differences in luxury value perception between students attending state and foundation (private) universities in Türkiye—a context marked by distinct socioeconomic and cultural dynamics. Drawing on the multidimensional framework of luxury value, the study analyzes data from 522 participants. The findings reveal statistically significant differences between the two groups in the dimensions of materialism and quality, while other dimensions such as self-identity and self-gifting show high mean scores across both groups. These results suggest that individual-oriented motivations play a dominant role in shaping luxury perceptions among university students, with implications for both academic research and luxury brand marketing strategies.

Anahtar Kelimeler

• Luxury Value Perception
• Functional Value
• Individual Value
• Social Value

Kaynakça

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