Gülay HIZ

A FIELD SURVEY ON THE CONSPICUOUS CONSUMPTION TREND IN TURKEY (CASE STUDY OF MUGLA PROVINCE)

People consume goods and services primarily in order to meet their physiological needs (food, drink, shelter, etc.) and safety needs (safety of life and property). However, some individuals in every society make consumption apart from these kinds of needs in order to show off and influence others. For some individuals, the demand for goods and services leading to conspicuous consumption, come ahead of the physiological and security needs. This study examines psychological satisfaction for the money spent on goods and services, which means "conspicuous consumption" and covers a field survey. In this survey that was conducted in Muğla, survey method was chosen as a method of data collection. Survey forms were conducted in Muğla province, Bodrum, Marmaris and Fethiye. The datas that were collected were analyzed in SPSS program. In the case of Mugla which supports the work of pretentious nature of consumption, some judgments about the behavior of consumption were made by considering consumption styles in influencing lifestyle, consumer behavior and attitudes about the "status, prestige, luxury, rationality and the conscious consumer" variables

Keywords:

Consumption, conspicuous consumption rationality,

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