Abstract:

Nowadays, luxury consumption, which has become more remarkable with the materialization of social values and the increasing consumption culture, continues to be the center of attention all over the world. Luxury is much more important today, as a result of cultures and lifestyles that have changed visibly, especially in the last decade. In the 21st century, luxury has ceased to be a lifestyle that can only be accessed by the so-called "happy few", and has turned into a form of consumption that can be enjoyed by all people from different cultural and sociological groups who tend to consume luxury. The perception of luxury, which has changed greatly in about four centuries, and therefore the factors affecting consumer behavior, attract the attention of researchers. This study aims to provide an overview of the luxury consumption market by investigating the value perceived by consumers for luxury brands and the factors affecting consumers' purchasing behavior. It has been concluded that today's luxury consumers are much more conscious than those who consumed luxury only for status and prestige in the past, and they attach importance to values such as usability and uniqueness in the luxury products they purchase.

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