Abstract:

The advances in technology have facilitated the growth of the product variety while also created more selective consumers who are able to access information quickly and easily. This causes to become increasingly important to choose the right target markets while positioning their products. The current study is designed to study the relationship between consumers’ lifestyle and status consumption trends, and the impact of these consumers’ personal characteristics on status consumption trends. The survey form was used in the study conducted with 415 consumers in Ankara and Samsun cities. The study established a structural equality model, defining the scale of the scale of the life styles as independent and the scale of the state consumption as dependent variables, and found that there was a statistically meaningful relationship between the consumer’s lifestyle and the state consumption trends. According to the research, there has been a relationship between consumer status consumption trends and educational conditions, civic conditions and professions.  From here, this study is of importance to the point of view that that position their products towards status consumption can create an alternative target market taking into account consumers’ lifestyle, personal characteristics and professions.