Luxury consumption and consumers? perception values that affect behavioral intentions

Luxury consumption has gradually become more remarkable as the changing social values and the increase in cultural consumption. Especially over the last decade, dramatically changing cultures and life styles made luxury more important and popular than ever before.In the 21th century luxury has started not only been related to a minority group which is called as ?happy few? but also it has changed into a mode of consumption that can be consumed by people who are from different cultures and sociological groups and who has the tendency to consume luxury. Having a significant change in the last four centuries, researchers have been intrigued by the perception of luxury and the factors that affect the consumers? behaviour.The aim of this study is to research the consumers? perception on the luxury brands and the factors that affect the consumers? purchasing behaviours to have an outlook on the luxury consumption market. As the results indicate, when compared to the luxury consumers of the past who consumed only to have status and being prestigious, today?s consumers are committed to the values such as product?s usability and uniqueness.