Investigation of the effect of cunsumer decision on luxury brand purchase intention on generations X and Y

Within the scope of this study, the impact of consumer decision-making styles on the intention to purchase luxury brands is examined on X and Y generations. In line with this stated objective, the convenience-sampling method was preferred among non-random sampling methods. 437 participants were reached through the survey. Participants are consumers who are buying luxury products, living in Turkey, working in the private or public sector, retired or student, aged 19-74, of different gender, marital status, income and education levels. The data is collected through a survey, is analyzed and evaluated with SPSS 25.0 program. Result of research findings, high quality awareness, confusion for choosing, loyality of brand, price equals quality, action without thinking are the more positive effect to %98,9 X genarations and %99,3 Y generations. Analyzes of different strategies for groups that want to achieve rapid growth are beneficial for analyzing the demand and usage of Generation X and Y in luxury consumption.