LÜKS TÜKETİMİN KİŞİSEL BELİRLEYİCİLERİ ÜZERİNE BİR İNCELEME

Dinamik bir sürece sahip olan lüks tüketim, sürekli gelişen lüks piyasalarında farklı boyutlarda anlam genişliğinesahiptir. Bu olgu, genellikle geleneksel ve yeni lüks kavramı ile açıklanmaktadır. Geçmişte lüks, toplumda sadecevarlıklı kişilerin satın alabildikleri yüksek fiyatlı, ender bulunan, benzersiz mal ve hizmetler ile tanımlanırken,günümüzde orta sınıfın da satın alabileceği görece uygun fiyatlı ve kolay ulaşılabilir ürünleri de içermektedir.Tüketicilerin lüks mal ve hizmetleri satın alma davranışlarını belirleyen kişisel (içsel) değişkenlerin rolü,pazarlama stratejileri, pazar bölümlendirmesi ve pazarlama karması açısından giderek önem kazanmaktadır. Buçalışmada, değer algıları üzerinden şekillenen ve işletme politikalarına yön veren lüks tüketimin kişiselbelirleyicileri incelenmiştir. Bu çerçevede kalite, hedonik, materyalistik ve öz benlik değerleri bakımındandeğerlendirmeler yapılmıştır. Çalışmanın sonuçlarına göre, lüks tüketim sadece kişilerarası (sosyal) etkileşimedayanmamakta zamansal dönüşüme bağlı olarak kişisel değerlerden etkilenmektedir.

A REVIEW ON PERSONAL DETERMINANTS OF LUXURY CONSUMPTION

Luxury consumption, as a dynamic process, has wide range of meanings in different dimensions in ever-growing luxury markets. This phenomenon is usually explained by traditional and new luxury concepts. In the past luxury was described as high priced, rare, unique goods and services that only wealthy people can buy in the society, today luxury also includes relatively affordable and easily accessible products that middle class can purchase. The role of personal (internal) variables, which determine consumers' purchasing behavior of luxury goods and services, becomes increasingly important in terms of marketing strategies, market segmentation and marketing mix. In this study the personal determinants of luxury consumption which are shaped by value perceptions and that guide business policies were investigated. In this framework, evaluations were made regarding quality, hedonic, materialistic and self-identity values. According to the results of the study, luxury consumption is affected not only by interpersonal (social) interaction but also by personal values depending on the temporal transformation.

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