An examination of the relationship between consumers' loyalty and the importance they attach to the products they own and their purchasing style

Nowadays, consumers express themselves with the products they own. Products have become an important factor in defining individuals? personalities, life-styles, tastes and even their relationship with other people around. In this context, the aim of our study is to reveal the consumers? possessive feelings and dependence to personal products, and besides, to propound if the materialistic ownership and dependence is changing or not in subject to the consumers? purchasing manner.It makes our research significant that there are few studies about dependence on product regardless of the brand-name dimension and that there is no national study on this area. In this study, a research oriented field application was conducted besides a conceptual framework of the topic. Heuristic and descriptive research characteristic is accepted as the method of the study. A questionnare was used as data collection tool and it was based on a convenience sampling method. Our questionnare was delivered via internet to the predetermined mail groups as the inquiry sample. We tried to determine consumers? purchasing manner, to measure the dependence and the materialistic possessive feelings to personal products in the survey study.Our study showed that there are distinctions between the purchasing habits regarding to possessive feelings and dependence to product. We interpret that the possessive feelings is more common than the other in some consumer groups and that it is stronger for those groups to identify themselves with their personal products. It was determined that those consumer groups are addicted to shopping and lack of self control. It could be said that these results are meaningful if it is accepted that these customers are much more affected with emotional factors when purchasing a product.