Lüks Mal Talebinin Belirleyicileri: Üç Avrupa Ülkesinde Karşılaştırmalı Bir Çalışma

Lüks tüketimin belirleyicilerini tespit etmek pazarlamaya yönelik olumlu sonuçlar ortaya çıkarabilir. Bu çalışma, Romanya, İspanya ve Türkiye’den katılımcıları içeren çevrimiçi anket çerçevesinde gerçekleştirilmiş olup, lüks tüketim talebini etkileyebilecek olası faktörleri tespit etmeyi amaçlamıştır. Bu araştırma lojistik regresyon kullanarak lüks mal satın alınması kapsamında talebi etkileyen faktörleri araştırmaktadır. Analiz sonuçları, lüks mal talebi ile geleceğe yönelik finansal beklenti arasında pozitif ilişki olduğunu ortaya koymuştur. Kendilerini gelecekte finansal açısan güvende görmeyenlerin lüks mal talebinin kendilerini güvende hissedenlerden daha yüksek olduğu tespit edilmiştir. Elde edilen sonuç ayrıca, düşük gelir sınıfında olmanın gösteriş amaçlı malların satın alınması üzerinde pozitif etkiye sahip olduğunu da göstermiştir. Düşük gelir statüsünden kaynaklanan güçsüzlük hissini talere etmek için, lüks mal talebinin artıyor olabileceği sonucuna ulaşılabilir. Bunun yanı sıra, bütçelerine göre harcama yapan bireylerin lüks tüketim talebinin, bütçe planlarına uymayanlardan daha düşük olduğu tespit edilmiştir. Pozitif ekonomik davranışa sahip olma, lüks tüketimi sahip olunan bütçe ile sınırlamaktadır. Bu çalışmanın sonuçları, bireylerin lüks tüketimlerinin şekillendirilmesine yeni bir yaklaşım sağlayabilir. Beklentilere yönelik tüketici psikolojisinin göz önüne alınması, lüks tüketim talebini artırmak isteyen pazarlama yöneticileri için yararlı olabilir.

Anahtar Kelimeler:

Lüks Mal, Tüketici, Pazarlama, Ekonomik davranış

Determinants of Demand for Luxury Goods: A Comparative Study among Three European Countries

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.

Keywords:

Luxury Good, Consumer, Marketing, Economic Behavior,

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