Research on Influence of Materialism on the Consumption Habits and Perception of Coffee as Luxury Consumption

Defining concepts of consumption has changed by modernization and changing conditions of today. Luxury consumption is described as purchasing for symbolic values rather than useful values to the end that individuals maintain, or sometimes, reflect their position in the society instead of satisfying necessary needs. As a result of globalization, relationships of nations and societies have spread and improved. The improved relationships have affected and changed the people’s consumption behaviors. The concept of materialist consumption has somehow grabbed attention through the effect of consumption culture. The materialist consumption behavior is an excessive and non-normal form of purchasing that could cause severe consequences in people’s life. Therefore, understanding of materialist consumption behavior will help understanding of consumer behaviors, allow businesses to generate profit as they would be more careful when making decisions, and contribute to social welfare. The snob, hedonic and bandwagon consumption tendencies are considered that consumers buy a product to take pleasure not to benefit from it. Studies performed on marketing and consumption psychology suggest that materialism is an element affecting the behaviors of consumers. This study investigated the relationship between the materialism and the snob, hedonic and bandwagon consumption tendencies, and perception of coffee, a traditional drink in Turkish geography, as luxury consumption. For this purpose, the scales were administrated to 365 persons in Çanakkale through online questionnaire forms, and 344 were used for the questionnaire analysis. The analyses showed that there was a relationship between the materialist consumption tendency and the snob, hedonic and bandwagon consumption tendencies, and these dimensions had an influence on the perception of coffee as luxury consumption.The study complies with the ethical rules of scientific research according to the meeting number 03 at themeeting of Çanakkale Onsekiz Mart University on 08.11.2020

Materyalizmin Tüketim Alışkanlıkları Üzerindeki Etkisi; Kahvenin Lüks Tüketim Olarak Algılanması Üzerine Bir Araştırma

Modernleşme ve günümüz koşullarının değişmesi ile birlikte tüketim kavramlarının tanımlanmasında da değişiklikler meydana gelmiştir. Lüks tüketim; bireylerin zorunlu ihtiyaçlarını karşılamaktan ziyade, toplumdaki yerlerini korumak ya da kimi zaman yansıtmak amacı ile faydacı değerlerden çok sembolik değerler için satın almalar olarak açıklanmaktadır. Küreselleşmenin bir sonucu olarak ülkelerin ve toplumların ilişkileri yaygınlaşmış ve gelişmiştir. Gelişen ilişkiler kişilerin tüketim davranışlarını etkileyip değişime uğratmıştır. Materyalist tüketim kavramı tüketim kültürünün etkisiyle dikkat çekmeyi başarmıştır. Materyalist tüketim davranışı kişilerin hayatında ciddi sonuçlar doğurabilecek aşırı ve normal olmayan bir satın alma biçimidir. Bu nedenle materialist tüketim davranışının kavranması, tüketici davranışlarının anlaşılmasına yardımcı olarak hem işletmelerin kararlarını alırken dikkat ederek kar elde etmesini sağlayacak hem de toplum refahına katkı sağlayacak olması bakımından önem taşımaktadır. Snobizm, hedonizm, bandwagon tüketim eğilimleri ise tüketicilerin ürünlerden yarar sağlamak amacıyla değil zevk alması olarak görülmektedir. Pazarlama ve tüketici psikolojisi üzerine yapılan çalışmalarla birlikte materyalizmin tüketici davranışlarını etkileyen bir unsure olarak kabul edilmektedir. Yapılan bu çalışma, materyalizmile snob, hedonik, bandwagon tüketim eğilim ilişkisini ve Türkiye coğrafyasında geleneksel bir içecek olan kahvenin lüks tüketim olarak algılanmasını incelemektedir. Bu amaçla Çanakkale’de 365 kişiye ölçekler online anket yoluyla uygulanmış olup 344 anket analizde kullanılmıştır. Analizler sonucunda materialist tüketim eğiliminin snob tüketim, hedonic tüketimve bandwagon tüketim eğilimleri arasında bir ilişki olduğu ve bu boyutların kahvenin lüks tüketim ürünü olarak algılanmasında etkili olduğu sonucuna varılmıştır. Çalışma, Çanakkale Onsekiz Yüksek Lisans Üniversitesi'nin 08.11.2020 tarihli toplantısında 03 numaralı toplantıya göre bilimsel araştırmanın etik kurallarına uygundur.

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Yayın Aralığı: Yılda 6 Sayı
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