Abstract:

With modernization and the change of current conditions, the definition of consumption concepts has also changed. Luxury consumption is described as purchases for more symbolic values than beneficial values, rather than to meet the obligatory needs of individuals, with the aim of preserving or sometimes reflecting their place in society. As a result of globalization, the relations of countries and communities have spread and developed. Developing relationships have influenced and changed people’s consumption behavior. The materialist consumption concept has managed to attract attention by the influence of consumption culture. Materialist consumption behavior is an excessive and unusual form of purchase that can result in serious consequences in the lives of individuals. Therefore, the understanding of materialist consumption behavior is important in terms of the importance that it will help understand consumer behavior and that it will ensure that make profits with attention when making decisions and contribute to the well-being of society. Snobism, hedonism, and bandwagon consumption trends are seen as consumers enjoy not to benefit from the products. With studies on marketing and consumer psychology, it is regarded as an element that affects consumer behavior of materialism. This study examines the relationship between materialism and snob, hedonic, bandwagon consumption and coffee, which is a traditional drink in the Turkish geography, not to be perceived as luxury consumption. For this purpose, scales for 365 people in Çanakkale were implemented through an online survey and 344 were used in the survey analysis. Analysis has found that materialist consumption trend is a relationship between snob consumption, hedonic consumption and bandwagon consumption trends, and that these dimensions are effective in the perception of coffee as a luxury consumption product. Study, Chanakkale Eighth Graduate University's 08.11. In the 2020 meeting, according to the 03th meeting, scientific research is in accordance with the ethical rules of research.

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