Measuring luxury value perception: An empirical study of Turkish consumer's wine consumption

This paper takes a brief look at the luxury value perception and the luxury product consumers? purchase intention at a bargain or full price. The concept of luxury has been widely discussed by many scholars over the years. Hence, the perception of luxury has changed over the years due to changing value perceptions through global consumer culture and lifestyles. This study focuses on the luxury product consumer?s future purchase intention based on lifestyles, value perceptions and satisfaction.Luxury brands include wide range of products and several studies have been executed and observed with different product types but this study examines luxury brands in the context of beverages (wine), since in Turkey, wine is considered as a luxury product due to social, cultural and economical reasons.This study is based on data collected by a survey of wine users and involves a questionnaire-survey of 185 respondents. In this study, hierarchical regression is used to investigate the collected data. The study also employed factor analyses, t-tests and ANOVA analyses. Findings indicate brand value perceptions have the strongest most significant effect on future purchase intentions and differ according to the type of consumers? lifestyles.Keywords: Luxury value perception, Life Style, Wine consumption