Consumption values of Z generation: A qualitative research on mobile phone product

Generations, share common experiences due to their birth in recent years at intervals, are made up of community with similar characteristics. As these communities reflect the traces of the period they live in many ways, their consumption behavior is expected to be similar among themselves. In the process of time and new developments occur in the world, it is seen that the phenomenon of consumption varies between different generations. Understanding the purchasing behavior of Generation Z, whose lives are largely shaped by the influence of advanced technology in today's World, is an important topic in this direction. The consumption values theory used to determine for what reasons consumers buy, helps to provide information about the values attributed to the products and services by consumers. The purpose of study from this point is to reveal the consumption values of Generation Z. The sampling of this study, which is carried out on the basis of qualitative research, consists of Z generation individuals living in Menteşe district of Muğla. In determining the research sample, convenience sampling method was preferred. The data of the study were collected by interview method and semi-structured interview form was used as data collection tool. Descriptive analysis technique was used to analyze the data obtained from the interviews. According to the results of the research, Generation Z consumers puts functional value, innovation value and situational value in their mobile phone purchase preferences at the forefront. It is seen that emotional value gains meaning in purchasing preferences depending on functional value and social value has a very low effect.