Luxurious consumption the effect of its products on consumer purchase intention: An application on Generation Y

The luxury market has been growing rapidly in developed and developing countries in recent years.From the past to the present, the perception of luxury has left its place to the experiential luxury sensitivity with the relentless increase in globalization and competition. The concept of 'Value' of the luxury phenomenon, which is thought to be in its healthiest period today, is emphasized.Each era has coded cultural facts and behavioral patterns. In order to understand and interpret these, it will be more meaningful to consider and evaluate these periods over generations.For this reason, the study was designed to investigate the luxury value perceptions, purchase intentions, general tendencies towards consumption and the meanings of the concept of luxury for the Y generation, who are in the consumer group born in 1981-2001.The study was completed by conducting an online survey of 371 people with the convenience sampling method. The data obtained were made through the SPSS 24 package program and the necessary analyzes were explained in the findings section. Based on the data obtained, a significant relationship was obtained between the financial dimension, personal dimension and social dimension of luxury value perception and purchase intention.However, no significant relationship was found between the functional dimension of the luxury value dimension and the purchase intention. In addition, the majority of the Y generation participating in the study stated that the society tends to consume more and the tendency towards luxury consumption is high. Key Words: luxury consumption, perception of luxury value, generation y, purchasing