THE EFFECT OF LUXURY PERCEPTION ON WILLINGNESS TO BUY PRESTIGIOUS AUTOMOBILE BRANDS: CASE OF ISTANBUL AND SAKARYA

Öz

Abstact Incidental to globalisation efforts, the distribution of goods and services around the world is becoming easier and luxury consumption is increasing especially in developed countries as well as in our country. Accordingly, the luxury product perception of consumers and the effect of these perceptions on the willingness to buy is becoming an important issue for the researchers. In this research, we examine the way of how the consumers in our country perceive the luxury in case of automobile brands, the dimensions of these perceptions and the effect of these dimensions on willingness to buy. Therefore, the main objective of this study is presenting the importance of luxury construct about the marketing activities by defining the dimensions of luxury construct and examining the effect of this dimensions on willingness to buy in terms of luxury automobile brands. After the analysis, five dimensional luxury perception model is being dealt with on the basis of the other studies in other countries, and it is observed that some dimensions are affecting willingness to buy in some brands. This result indicates that the effect of brand features, such as awareness, quality etc. on willingness to buy may differ in different brands. The results show that the effect of the dimensions differs about the handled brand. In the context of the study, a questionnaire was used on 1096 respondents inhabiting in the province Istanbul and Sakarya. Key Words: Luxury perception, Willingness to buy, Luxury brands.

Anahtar Kelimeler

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PRESTİJLİ OTOMOBİL MARKALARINDA LÜKS ALGILAMASININ SATIN ALMA İSTEKLİLİĞİNE ETKİSİ: İSTANBUL VE SAKARYA ÖRNEĞİ

Öz

Günümüzde küreselleşme çabaları sonucu dünya çapında mal ve hizmet dolaşımı kolaylaşmakta ve özellikle lüks ürünlerin tüketimi gelişmiş ülkeler başta olmak üzere ülkemizde de önemli artış kaydetmektedir. Buna bağlı olarak, lüks ürünlerin tüketicilerce algılanış biçimi ve bu algılamaların satın alma isteğini nasıl etkilediği önemli bir konu olarak araştırmacıların karşısına çıkmaktadır. Bu çalışmada ise ülkemiz tüketicilerinin otomobil markaları bağlamında lüks kavramını nasıl algıladıkları, bu algılamanın içerdiği boyutlar ve bu boyutların satı alma isteği üzerindeki etkisi incelenmektedir. Analizler sonucunda yurt dışında yapılan çalışmalara benzer şekilde beş boyutlu bir lüks algılaması modeli elde edilmiş ve bazı boyutların belirli markalarda satın alma isteğini etkilediği gözlenmiştir. Çalışmada veri toplama aracı olarak anket yönteminden yararlanılmıştır. İstanbul ve Sakarya illerinde uygulanan 1096 anket analizlerde kullanılmıştır.

Anahtar Kelimeler

• Lüks algılaması, Satın alma istekliliği, Lüks markalar

Kaynakça

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