Özet:

Towers concepts that have become widespread or common with the development of metropolises seem to be evolved in a way that they can meet the demands of having social status, prestige and feeling of privileged by shifting beyond rational necessities with the hedonistic associations based on their modern, technological, artistic and aesthetic architectural designs, social facilities and also the power of marketing strategies are used during this process. In this study it is aimed to investigate the marketing strategies in the real estate sector in the light of hedonic consumption concept with the case of Folkart Towers İzmir. Qualitative case study analysis was used, the data was gathered with the help of snowball sampling and face to face-depth interview techniques, also intellectualised and interpreted within the context of research topic. Based on the research results; Folkart Towers products/services are internalised by the consumers not only basing on their usual functional features but more basing on their hedonic and luxury features, strategic marketing and positioning efforts are held due to hedonic and luxury consumption needs and performed ably by creating a new perspective in the real estate sector.

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