Lüks Mal Talebinin Belirleyicileri: Üç Avrupa Ülkesinde Karşılaştırmalı Bir Çalışma

Öz

Lüks tüketimin belirleyicilerini tespit etmek pazarlamaya yönelik olumlu sonuçlar ortaya çıkarabilir. Bu çalışma, Romanya, İspanya ve Türkiye’den katılımcıları içeren çevrimiçi anket çerçevesinde gerçekleştirilmiş olup, lüks tüketim talebini etkileyebilecek olası faktörleri tespit etmeyi amaçlamıştır. Bu araştırma lojistik regresyon kullanarak lüks mal satın alınması kapsamında talebi etkileyen faktörleri araştırmaktadır. Analiz sonuçları, lüks mal talebi ile geleceğe yönelik finansal beklenti arasında pozitif ilişki olduğunu ortaya koymuştur. Kendilerini gelecekte finansal açısan güvende görmeyenlerin lüks mal talebinin kendilerini güvende hissedenlerden daha yüksek olduğu tespit edilmiştir. Elde edilen sonuç ayrıca, düşük gelir sınıfında olmanın gösteriş amaçlı malların satın alınması üzerinde pozitif etkiye sahip olduğunu da göstermiştir. Düşük gelir statüsünden kaynaklanan güçsüzlük hissini talere etmek için, lüks mal talebinin artıyor olabileceği sonucuna ulaşılabilir. Bunun yanı sıra, bütçelerine göre harcama yapan bireylerin lüks tüketim talebinin, bütçe planlarına uymayanlardan daha düşük olduğu tespit edilmiştir. Pozitif ekonomik davranışa sahip olma, lüks tüketimi sahip olunan bütçe ile sınırlamaktadır. Bu çalışmanın sonuçları, bireylerin lüks tüketimlerinin şekillendirilmesine yeni bir yaklaşım sağlayabilir. Beklentilere yönelik tüketici psikolojisinin göz önüne alınması, lüks tüketim talebini artırmak isteyen pazarlama yöneticileri için yararlı olabilir.

Anahtar Kelimeler

• Lüks Mal
• Tüketici
• Pazarlama
• Ekonomik davranış

Determinants of Demand for Luxury Goods: A Comparative Study among Three European Countries

Öz

Identifying the determinants of luxury consumption may produce positive results for marketing. This study is based on an online survey including the participants from Romania, Spain and Turkey, and it aims to reach possible factors that may affect the demand for luxury goods. It investigates the factors affecting the demand within the framework of purchasing luxury goods by using logistic regression. The analyses reveal a positive relationship between the demand for luxury goods and financial future expectations and show that those who do not consider themselves financially secure in the future have a higher demand for luxury goods than those who feel secure about their financial future. The result also demonstrates that being in low-income classes has a positive impact on purchasing conspicuous status goods. It can be concluded that compensating for feelings of powerlessness might increase demand for luxury goods. Luxury good demand of individuals spending according to their budget is higher than those who don’t spend according to the planned budget. Individuals having positive economic behavior make luxury consumption within their budget limits. The results of this study may provide a new approach to shape the luxury demand of individuals. Considering the consumers’ psychology for future expectation may be useful for marketing managers who intend to increase the demand for luxury goods.

Anahtar Kelimeler

• Luxury Good
• Consumer
• Marketing
• Economic Behavior

Kaynakça

1. Aït‐Sahalia, Y., Parker, J. A. & Yogo, M. (2004). “Luxury goods and the equity premium”, The Journal of Finance, Vol. 59, No. 6, pp. 2959-3004. https://doi:10.1111/j.1540-6261.2004.00721.x
2. Aliyev, F., & Wagner, R. (2018). “Cultural Influence on luxury value perceptions: Collectivist vs. individualist luxury perceptions”, Journal of International Consumer Marketing, Vol. 30, No. 3, pp. 158-172. https://doi.org/10.1080/08961530.2017.1381872
3. Amaral, N. B., & Loken, B. (2016). “Viewing usage of counterfeit luxury goods: Social identity and social hierarchy effects on dilution and enhancement of genuine luxury brands”, Journal of Consumer Psychology, Vol. 26, pp. 483-495. http://doi:10.1016/j.jcps.2016.02.004
4. Athwal, N., Wells, V. K., Carrigan, M., & Henninger, C. E. (2019). “Sustainable luxury marketing: A Synthesis and research agenda”, International Journal of Management Reviews, Vol. 21, No. 4, pp. 405-426. https://doi:10.1111/ijmr.12195
5. Bagwell, L., & Bernheim, B. (1996). “Veblen effects in a theory of conspicuous consumption”, The American Economic Review, Vol. 86, No. 3) pp. 349-373. Retrieved from http://www.jstor.org/stable/2118201
6. Banister, E., Roper, S., & Potavanich, T. (2019). “Consumers’ practices of everyday luxury”, Journal of Business Research, Vol. 116, pp. 458-466. https://doi.org/10.1016/j.jbusres.2019.12.003
7. Berger J., Heath, C. (2008). “Who drives divergence? Identity signaling, outgroup dissimilarity, and the abandonment of cultural tastes”, Journal of Personality and Social Psychology, Vol. 95, No. 3, pp. 593- 607. https://doi.org/10.1037/0022-3514.95.3.593
8. Catry, B. (2003). “The great pretenders: The magic of luxury goods”, Business Strategy Review, Vol. 14, No. 3, pp. 10-17. https://doi:10.1111/1467-8616.00267

9. Chan, T. Y. (2006). “Estimating a continuous hedonic‐choice model with an application to demand for soft drinks”, The RAND Journal of Economics, Vol. 37, No. 2, pp. 466-482. https://doi.org/10.1111/j.1756-2171.2006.tb00026.x
10. Chandon, J-L., Laurent, G., & Valette-Florence, P. (2016). “Pursuing the concept of luxury: Introduction to the JBR special Issue on “luxury marketing from tradition to innovation”, Journal of Business Research, Vol. 69, No. 1, pp. 299-303. https://doi.org/10.1016/j.jbusres.2015.08.001
11. Charles, M., Jeffrey D., & Lundy, J. D. (2013). “The local Joneses: Household consumption and income inequality in large metropolitan areas”, Research in Social Stratification and Mobility, Vol. 34, pp. 14–29. https://doi.org/10.1016/j.rssm.2013.08.001
12. Chiou, J‐S., & Hsiao, C‐C. (2017). “Does snobbish service generate better sales? The case of luxury goods”, Journal of Consumer Behavior, Vol. 16, No. 6, pp. 577– 590. https://doi.org/10.1002/cb.1664
13. Claudia, D., & Levato, F. (2019). “Altagamma 2018 worldwide luxury market monitor (The future of luxury: A look into tomorrow to understand today)”, Bain & Company Report. Retrieved (22.02.2020) from: https://www.bain.com/about/media-center/press-releases/2019/spring-global-luxury-report/
14. Costa‐Font, J., Gemmill, M. & Rubert, G. (2011). “Biases in the healthcare luxury good hypothesis?: A meta‐regression analysis”, Journal of the Royal Statistical Society: Series A (Statistics in Society), Vol. 174, No. 1, pp. 95-107. https://doi:10.1111/j.1467-985X.2010.00653.x
15. Deloitte Touche Tohmatsu Limited (2019). “Global powers of luxury goods 2019 (Bridging the gap between the old and the new)”, Sixth edition of Global Powers of Luxury Goods. Retrieved (16.03.2020) from: https://www2.deloitte.com/global/en/pages/consumer-business/articles/gx-cb-global-powers-of-luxury-goods.html
16. Eastman, J. K, Goldsmith, R. E., & Flynn, L. R. (1999). “Status consumption in consumer behavior: Scale development and validation”, Journal of Marketing Theory and Practice, Vol. 7, No. 3, pp. 41-52. https://doi.org/10.1080/10696679.1999.11501839
17. Fazeli, Z., Shukla, P., & Perks, K. (2020). “Digital buying behavior: The role of regulatory fit and self‐construal in online luxury goods purchase intentions”, Psychol Mark, Vol. 37, No. 1, pp. 15-26. https://doi.org/10.1002/mar.21276
18. 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, Vol. 19 No. 1, pp. 22-40. https://doi.org/10.1108/JFMM-08-2013-0096
19. Goor, D., Ordabayeva, N., Keinan, A., & Crener, S. (2019). “The Impostor Syndrome from Luxury Consumption”, Journal of Consumer Research, Vol. 46, No. 6, pp. 1031-1051. https://doi.org/10.1093/jcr/ucz044
20. Hamelin, N., & Thaichon, P. (2016). “Consumer motives and impact of western media on the Moroccan luxury buyer”, Journal of Retailing and Consumer Services, Vol. 32, pp. 164-170. https://doi.org/10.1016/j.jretconser.2016.06.010
21. Hartmann, L. H., Nitzko, S., & Spiller, A. (2017). “Segmentation of German consumers based on perceived dimensions of luxury food”, Journal of Food Products Marketing, Vol. 23, No. 7, pp. 733-768. https://doi.org/10.1080/10454446.2015.1121426
22. Husic, M., & Cicic, M. (2009). “Luxury consumption factors”, Journal of Fashion Marketing and Management, Vol. 13, No. 2, pp. 231-245. https://doi.org/10.1108/13612020910957734
23. Ikeda, S. (2006). “Luxury and wealth”, International Economic Review, Vol. 47, No. 2, pp. 495-526. https://doi:10.1111/j.1468-2354.2006.00386.x Jaber, M., & Hoogerhyde, M. (2019). “Mood and luxury perception: A tale of two genders”, Journal of Global Fashion Marketing, Vol. 10, No. 2, pp. 194-209. http://doi/full/10.1080/08961530.2018.1466225
24. Jin, B., Sternquist, B. & Koh, A. (2003). “Price as hedonic shopping”, Family and Consumer Sciences Research Journal, Vol. 31, No. 4, pp. 378-402. https://doi:10.1177/1077727X03031004003
25. Kahle, L. R., & Chiagouris, L. (1997). “Values, lifestyles, and psychographics”, Mahwah, N.J: L. Erlbaum Associates.
26. Kamleitner, B., & Hoelzl, E. (2009).”Cost–benefit associations and financial behavior”, Applied Psychology, Vol. 58, No. 3, pp. 435-452. https://doi.org/10.1111/j.1464-0597.2009.00400.x
27. Kapferer, J-N., & Pierre Valette-Florence, P. (2019). “How self-success drives luxury demand: An integrated model of luxury growth and country comparisons”, Journal of Business Research, Vol. 102, pp. 273-287. https://doi.org/10.1016/j.jbusres.2019.02.002
28. Kim, J-H. (2019). “Luxury brands in the digital age: perceived quality and gender difference”, The International Review of Retail, Distribution and Consumer Research, Vol. 30, No. 1, pp. 68-85. https://doi.org/10.1080/09593969.2019.1651379
29. Ko, E., Costello, J. P., & Taylor, C. R. (2019). “What is a luxury brand? A new definition and review of the literature”, Journal of Business Research, Vol. 99, pp. 405-413. https://doi.org/10.1016/j.jbusres.2017.08.023
30. Koo, J, & Im, H. (2019). “Going up or down? Effects of power deprivation on luxury consumption”, Journal of Retailing and Consumer Services, Vol. 51, pp. 443-449. https://doi.org/10.1016/j.jretconser.2017.10.017
31. Kraus, M. W., Piff, P. K., Mendoza-Denton, R., Rheinschmidt, M. L., & Keltner, D. (2012). “Social class, solipsism, and contextualism: How the rich are different from the poor”, Psychological Review, Vol. 199, No. 3, pp. 546-572. https://doi.org/10.1037/a0028756
32. Laurent, G., Dubois, B., & Czellar, S. (2011). “Consumer rapport to luxury : Analyzing complex and ambivalent attitudes”, Jouy-en-Josas : Groupe HEC, Paris.
33. Lee, KO., & Mori, M. (2019). “Conspicuous consumption and household indebtedness”, Real Estate Economics, pp. 1– 30. https://doi.org/10.1111/1540-6229.12305
34. Leibenstein, H. (1950). “Bandwagon, Snob, and Veblen Effects in the Theory of Consumers' Demand”, The Quarterly Journal of Economics, Vol. 64, No. 2, pp. 183-207. https://doi.org/10.2307/1882692
35. Lichtenstein, D., Ridgway, N., & Netemeyer, R. (1993). “Price perceptions and consumer shopping behavior: A field study”, Journal of Marketing Research, Vol. 30, No. 2, pp. 234-245. https://doi:10.2307/3172830
36. Mandler, M. (2018). “Piracy versus Monopoly in the Market for Conspicuous Consumption”, The Economic Journal, Vol. 128, No. 610, pp. 1257-1275. http://doi:10.1111/ecoj.12437
37. Nunes, J. C., Drèze, X., & Han, Y. J. (2011). Conspicuous consumption in a recession: Toning it down or turning it up? Journal of Consumer Psychology, Vol. 21, pp. 199-205. https://doi:10.1016/j.jcps.2010.11.002
38. Pino, G., Amatulli, C., Peluso, A. M., Nataraajan, R., & Guido, G. (2019). “Brand prominence and social status in luxury consumption: A comparison of emerging and mature markets”, Journal of Retailing and Consumer Services, Vol. 46, pp. 163-172. https://doi.org/10.1016/j.jretconser.2017.11.006
39. Roux, E., Tafani, E., & Vigneron, F. (2017). “Values associated with luxury brand consumption and the role of gender”, Journal of Business Research, Vol. 71, pp. 102-113. https://doi.org/10.1016/j.jbusres.2016.10.012
40. Rucker, D. D., Dubois, D., & Galinsky, A. D. (2011). “Generous paupers and stingy princes: Power drives consumer spending on self versus others”. Journal of Consumer Research, Vol. 37, No. 6, pp. 1015-1029. https://doi.org/10.1086/657162
41. Sivanathan, N., & Pettit, N.C. (2010). “Protecting the self through consumption: Status goods as affirmational commodities”, Journal of Experimental Social Psychology Vol. 46, No. 3, pp. 564–570. https://doi.org/10.1016/j.jesp.2010.01.006
42. Sobel, D. (2002). “Varieties of hedonism”, Journal of Social Philosophy, Vol. 33, No. 2, pp. 240-256. https://doi.org/10.1111/0047-2786.00007
43. Stathopoulou, A., & Balabanis, G. (2019). “The effect of cultural value orientation on consumers' perceptions of luxury value and proclivity for luxury consumption”, Journal of Business Research, Vol. 102, pp. 298-312. https://doi.org/10.1016/j.jbusres.2019.02.053
44. Stokburger-Sauer, N. E., & Teichmann, K. (2013). “Is luxury just a female thing? The role of gender in luxury brand consumption”, Journal of Business Research, Vol. 66, No. 7, pp. 889-896. https://doi.org/10.1016/j.jbusres.2011.12.007
45. Veblen, T. (1899). “The theory of the leisure class”, New York, NY: Macmillan.
46. Walley, K., Custance, P., Copley, P. & Perry, S. (2013), "The key dimensions of luxury from a UK consumers’ perspective", Marketing Intelligence & Planning, Vol. 31 No. 7, pp. 823-837. https://doi.org/10.1108/MIP-09-2012-0092
47. Wang, S. W., Lou E. Pelton, L. E., & Hsu, M. K. (2019). “Analysis of consumers’ attitudinal and emotional factors on luxury apparel brand purchase intentions”, The Service Industries Journal, Vol. 39, No. 11-12, pp. 836-854. https://doi.org/10.1080/02642069.2018.1494158
48. Wang, Y., & Griskevicius, V. (2014). “Conspicuous consumption, relationships, and rivals: Women's luxury products as signals to other women”, Journal of Consumer Research, Vol. 40, No. 5, pp. 834- 854. https://doi.org/10.1086/673256
49. Wiedmann, K.-P., Hennigs, N., & Siebels, A. (2007). “Measuring consumers’ luxury value perception: A cross-cultural framework”, Academy of Marketing Science Review, Vol. 2007, No. 7, pp. 1–21.
50. Yu, D., & Sapp, S. (2019). “Motivations of luxury clothing consumption in the U.S. vs. China”, Journal of International Consumer Marketing, Vol. 31, No. 2, pp. 115-129. https://doi.org/10.1080/08961530.2018.1480446
51. Yuan, M. R., & Kumah, S. (2013). “The Attitude, motivation influence people’s buying Luxury goods: A survey of Chinese in China”, IOSR Journal of Business and Management (IOSR-JBM), Vol. 15, No. 3, pp. 15-24.
52. Zhang, L., & Cude, B. C. (2018). Chinese consumers’ purchase intentions for luxury clothing: A comparison between luxury consumers and non-luxury consumer. Journal of International Consumer Marketing, Vol. 30, No. 5, pp. 336-349. https://doi.org/10.1080/08961530.2018.1466225