Consumer behavior in luxury clothing sector: the example of Ankara

The purpose of this research is to examine consumer behavior in the clothing sector in the light of the concept of luxury brand. Easy sampling method was used to determine the sample of the study. The sample of the study consists of 373 people who exchange clothing in Ankara. The survey form was used as a data collection tool. The analysis of the data obtained in the research was done with the SPSS 20 program. While the results of the study were obtained from demographic characteristics and consumption habits of the sample, the T test and one-way variance analysis were used in independent groups where the scale and sub-dimensions of consumer behavior differ significantly according to demographic information and consumption habits. In addition, multiple regression analysis was applied showing the effect of consumer behavior in the luxury clothing sector on store atmosphere, fashion, hedonism, reference group and status, and purchasing intention. According to the results obtained from the research; perceptions of consumer behavior in the luxury clothing sector towards purchasing intent do not differ significantly according to the gender variable. However, perceptions of luxury purchase intentions of consumer behaviour in the clothing sector age, education, income, brand preference, shopping frequency, the most important cause in buying luxury branded products, the product most commonly purchased luxury indicate significant differences according to group variable. According to the results of multiple regression analysis; the reference group of consumer behavior in luxury apparel sector and status parameters that had no significant influence on the purchase intention, store atmosphere, fashion and hedonism had a significant and positive effect on the intention to purchase of directional parameters was observed. In this context, when they have a positive perception of consumer behaviour in the luxury clothing sector towards their intention to buy, they can be shown to feel closer to them and to perceive the brands in question more reliably. Therefore, it can be said that when perceptions of consumer behavior in the luxury clothing sector increase positively, perceptions of purchasing intentions in the luxury clothing sector may increase positively.