THE IMPACT OF TURKISH CONSUMERS' LUXURY VALUE PERCEPTIONS ON THEIR PURCHASE INTENTION AND SATISFACTION

Luxury concept has always been hard to define for all researchers. Besides the discrete and concrete components which form the concept, also its changeable construction makes it complicated to understand. On the other side,... [ view full abstract ]

Luxury concept has always been hard to define for all researchers. Besides the discrete and concrete components which form the concept, also its changeable construction makes it complicated to understand. On the other side, beyond the well-known luxury, new concepts are created to broaden the target population as a result of changing cultures and life styles. Mass Luxury is one of those concepts, which is offering prestige products to the masses.

This study aims to understand Turkish consumers’ perception of the luxury apparel brands and the factors affect the consumers’ purchase intention and satisfaction. The sample is composed of Turkish consumers who have a luxury purchase experience. It examines to find which dimensions are more important for Turkish consumers and how they affect on purchase intention or satisfaction both for luxury and mass luxury concepts. The study also aims to give a clue about the demographic factors which have most influence the luxury perceived values. The result may assist marketers to understand their target market, how their customers evaluate the luxury apparel products and which factors are important on their customers’ purchase intention and satisfaction in Turkey.