Özet:

Abstract enThis study aimed to determine whether consumer preferences for convenience, specialty and luxury products differ according to values and lifestyle. As a result of this research, it was revealed that as the unit price, quality and value of a product increased, the utilitarian characteristics sought in the product also increased. In specialty products, compared to convenience products, and in luxury products, compared to specialist products, the importance given to the utilitarian properties of the product enhanced the reason for the product's preference. One of the most striking findings here was that pleasure and entertainment were in the forefront as the most important features for all three value groups (hedonistic, empathic and self-realization) when choosing a convenience product. Respondents paid attention to the fact that they could give themselves pleasure, conform to their personality and yield happiness when choosing a convenience product. These factors expanded the reason for choosing convenience products. Moreover, the benefits expected from a product can change according to lifestyle characteristics and this can affect product preference.

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