Özet:

The individual uses various signs and symbols to express and communicate elements that are meaningful and valuable for himself within the society. In this context, today, consumers prefer to buy products that show their status, especially in advanced countries as a level of well-being. Status consumption is the motivating period in which the consumer is motivated to buy the products that others take care of to gain authority and to promote his social position against others. For the consumer who purchases according to his status, the price that the product purchases is more important than the quality and functionality of the product. In this study, it has been tried to determine the impact of the status consumption on price sensitivity in terms of consumers who make purchases according to their statutes. For this purpose, the government officials who live in the servicing center of the province have been surveyed. In data analysis, frequency distribution, reliability analysis, arithmetic average, standard deviation, verifying factor analysis and structural equality modeling (path) analysis were used. The results of the analysis have found that status consumption has an impact on consumer interest, consumer innovation and brand commitment. The impact of consumer innovation and brand commitment on price sensitivity is identified while consumer interest has no impact on price sensitivity.

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