The impact of culture on y generation consumer behaviors who live in Turkey and England

Global teen market has an important impact and power on the world economy. Although the studies on consumer behavior in the literature intensify, the effects of social motivation and inter-country differences in the consumption preferences of young people are among the subjects that have not been studied sufficiently. When it is necessary to express the relationship between culture and consumption behaviour, the descriptions made by Hofstede became ineluctable. In this context, the study has examined Y Generation shopping motivation (need for social belonging, need for uniqueness, susceptibility to peer influence, novelty/fashion shopping consciousness, hedonic shopping consciousness, impulsive buying) in two nations: England, which is a highly individualistic national culture with low power distance and low uncertainty avoidance, and Turkey which is more collectivist national culture with high power distance and high uncertainty avoidance. Determining the social motivation of individuals for comsumption is especially important for managers and marketers to develop strategies for the target market. As a result of a comprehensive literature review, the scales used in similar studies were analyzed by quantitative research method. Research samples constitute from a total of 314 Y Generation individuals who lives in the England and Turkey and data were collected by using online and face to face survey technique. The research hypotheses were tested by correlation analysis and SEM (Structural Equation Model) and the results have shown similar results with previous studies in the literature.