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Tüketim insanlığın oluşumundan bu yana var olan bir olgudur. İlkel zamanlarda insanlar temel istek ve ihtiyaçlarını karşılamak amacıyla tüketim davranışında bulunurken, zamanla tüketim anlayışı değişmiş, insanların kendilerini diğer insanlara kanıtlamak amacıyla yaptığı bir eylem halini almıştır. Tüketiciler kendilerini diğerlerine olduğundan daha farklı göstermek amacıyla pahalı ve markalı ürünleri tercih edebilmektedirler. Markalı ürünler tüketicilerin gözünde pahalı ve kaliteli algısı yaratarak tüketicilerin satın alma tercihlerini etkileyebilmektedir. Tüketici ile bağ kurmanın en etkili yollarından birisi markalaşmak olduğu için, tüketicide oluşturulan marka farkındalığı önem arz etmektedir. Bu nedenle de işletmeler çeşitli stratejiler kullanarak tüketicilerde marka farkındalığı yaratmaya çalışmaktadır. Bu araştırmanın amacı da tüketicilerin gösterişçi tüketim eğilimleri ve marka farkındalıklarının küresel marka tercihleri üzerindeki etkisini ortaya çıkartmaktır. Araştırmanın örneklemini Hatay’ın İskenderun ilçesinde yaşayan 18 yaş üstü tüketiciler oluşturmaktadır. Araştırmada veriler yüz yüze anket tekniği kullanılarak toplanmış ve toplamda 402 anket formu faktör, korelasyon ve regresyon analizlerine tabi tutulmuştur. Araştırmanın sonuçlarına göre, katılımcılar en fazla kıyafeti daha sonra sırasıyla teknolojik aletleri ve ayakkabıyı küresel marka olarak satın almaktadırlar. Küresel markayı tercih etmeyi marka bilinci ve gösterişçi tüketimin pahalılık boyutu olumlu, küresel markayı tercih etmemeyi ise pahalılık boyutu olumsuz, eşsizlik boyutu ise olumlu olarak etkilemektedir.
Consumption is a phenomenon that has existed since the formation of humanity. In primitive times, people acted in order to meet their basic wishes and needs, and over time, the understanding of consumption changed and it became an action that people took to prove themselves to other people. Consumers can choose expensive and branded products to make themselves different from others. Branded products can affect consumers' purchasing preferences by creating an expensive and high quality perception in the eyes of consumers. Since branding is one of the most effective ways to connect with the consumer, brand awareness created in the consumer is important. Since it is not an easy process for a brand to become a global brand, especially companies with global brands need to show sensitivity to this issue. The purpose of this study is to reveal the effect of consumers' pretentious consumption trends and brand awareness on global brand preferences. The sample of the study consists of consumers over 18 years of age living in Alexandrian district of Hatay. Data were collected by using face to face quastionnaire technique. 402 questionnaires were completed and factor analysis, correlation analysis, regression analysis were used. Participants buy fisrtly clothes, secondly techonologic tools and thirdly shoes, according to the result of the study. Global brand preference affects in positive way pretentious consumption and brand awareness on the other hand, negative way pretentious consumption and brand awareness.
Consumption is a phenomenon that has existed since the formation of humanity. In primitive times, people acted in order to meet their basic wishes and needs, and in the course of time, the understanding of consumption changed and it became an action that people took to prove themselves to other people. Consumers can choose expensive and branded products to make themselves different from others. Branded products can affect consumers’ purchasing preferences by creating an expensive and high quality perception in the eyes of consumers. Since branding is one of the most effective ways to connect with the consumer, brand awareness created in the consumer is important. Since it is not an easy process for a brand to become a global brand, especially companies with global brands need to show sensitivity to this issue. The purpose of this study is to reveal the effect of consumers’ pretentious consumption trends and brand awareness on global brand preferences. The sample of the study consists of consumers over 18 years of age living in İskenderun district of Hatay. Data were collected by using face to face quastionnaire tecnique. 402 questionnaires were completed and factor analysis, correlation analysis, regression analysis were used. Participants buy fisrtly clothes, secondly techonologic tools and thirdly shoes, according to the result of study. Global brand prefer affects in positive way pretentious consumption and brand awareness on the other hand, negative way pretentious consumption and brand awareness.
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