Özet:

Demands of the consumers change in the rapidly increasing and developing global competition environment. Consumers want to buy the luxury products due to some factors such as prestige, statue, and image. Since purchasing power of the consumer is not sufficient, they prefer imitation brands. Women want to prefer luxury brand products because of sense of differentiation in the public, prestige, desire of favor, requesting the best. However, the economic crisis, decrease of the income level, imitation brand market which grows and becomes widespread gradually directed women to imitated products. Each generation has some specific features and different features of each generation are important for the marketers. Because different characteristics of the generations means different demands. This affects the purchase behaviour of the consumers. This study aims to search the factors leading the generations to buy imitations of the luxury brand products. Factor analysis was performed to determine the factors affecting the buying behavior of the generations; and simple linear regression analysis was performed to detect whether such factors are effective on intend to buy. Consequently, attitudes of the generations against the imitated products, normative and informative sensitivity, novelty seeking and quality consuming, personal pleasure, price quality perception, brand sensitivity and brand loyalty positively and statistically significantly affect theintend to buy

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