Özet:

With the economical shifts rising everyday people are able to afford luxury or premium goods. Turkey is among the fastest growing markets for the luxury goods in the world. In accordance with the Lu &Pras’s hypothesis about the reasons of the customer preference of choosing luxury brands and the luxury products as a compound of emerging sectors at Turkey formed the background of this research. A rooted Turkish luxury brand Vakko will be focused on at this research from Izmir perspective, based on the customers. The aim of this research is to put forward the preference reasons of Turkish luxury brands by Turkish consumers in this fast growing market. Vakko is a well known Turkish luxury brand which was established in 1962 in İstanbul, Turkey. In this study in order to investigate, consumer based preference reasons for Turkish luxury brand, Vakko brand is analyzed through a case study in İzmir. İzmir is the third biggest city by means of income level in Turkey. The field survey was carried out in Karşıyaka, Alsancak and Güzelyalı districts of Izmir where middle and high income groups live. A total of 130 respondents completed the online survey questionnaire done by Surveymonkey; a secure online data gathering website server. The result indicate that Turks are willing to purchase Turkish luxury goods in order to express brand awareness, materialism, social comparison, fashion innovation and fashion involvement.

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