Consumer behavior towards the luxury fashion brands (a Case of Türkiye)

This study explores consumer behavior towards luxury fashion brands in Türkiye, aiming to identify the underlying variables influencing customer choices in this particular industry. The research investigates key areas including demographic information, luxury fashion brand awareness, consumption habits, perceptions of luxury fashion brands, and the influence of marketing and advertising, using data from a questionnaire-based survey of Turkish consumers. The study looks at how these elements affect customer preferences and purchasing habits in addition to cultural, economic, and social aspects. Important factors that affect the luxury fashion market in Türkiye are examined, including customer self-concept, social influence, perceived value, and brand loyalty. Quantitative analysis will be used to interpret the survey data, providing insights specific to the Turkish market. By delivering insights unique to the Turkish industry, this study adds the existing body of knowledge and has valuable implications for academic researchers and luxury brand marketers who want to customize their approaches for this market.