Özet:

Purpose - Understanding the purchasing behaviors of the Generation Z, which formed the lives by the influence of greatly advanced technology, is an important topic in today's world. The consumption values theory used to determine which reasons consumers buy helps to provide information about the values attributed to products and services by consumers. The purpose of working with the move here is to be able to reveal the consumption values of the Z Generation in the mobile phone. Method - The examples of this study performed on the basis of quality research are made by individuals of the Z Generation living in the Menteşe district of Muğla. The research data was collected through the interview (interview) method, and a semi-configured interview form was used as a data collection tool. In the end of the discussions, the analysis technique was used to analyze the data obtained. The findings - The research findings show that consumers of the Z-Generation hold the value of innovation and the state-of-the-art value, primarily functional, in their preferences to purchase mobile phones. Emotional value is partly meaningful in purchasing preferences depending on functional value, while social value has a fairly low effect. Discussions - Most of the findings related to consumption values appear to support the literature about the purchasing behaviors of the Z Generation. According to the research, especially because of its high functional and innovation value, it can be said that companies focus primarily on these values will be the strongest investment in the consumption preferences of the Z Generation.

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