Journal of Yaşar University

Yazarlar: Kutlu ERGÜN

Konular:Sosyal

DOI:10.19168/jyasar.755960

Anahtar Kelimeler:Luxury Good,Consumer,Marketing,Economic Behavior

Özet: 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.

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