Examination of consumption, in the context of postmodern marketing

In the research, postmodern consumption and postmodern marketing concepts have been examined from many different perspectives, based on the concept of consumption. The concept of consumption is discussed in the context of postmodern marketing. Consumption, postmodern consumption, postmodern theory, and postmodern marketing concepts have been subjected to a wide literature review and a detailed study of the literature was carried out. In the first part of the study, consumption and postmodern consumption concepts are discussed in the form of a literature review. Related concepts such as the evolving structure and the current nature of consumption, consumer culture, characteristics of consumer society, and postmodern consumption are among the topics discussed in this section. The second part of the study is aimed to conduct conceptual research on postmodern theory and postmodern marketing. In the evaluation of postmodern theory and postmodern marketing, postmodernism, postmodern marketing, features of postmodern marketing, postmodern marketing practices, and postmodern marketing campaign examples are discussed. The third part of the study tries to understand the consumption phenomenon in the context of postmodern marketing. Also, the extent to which the consumers living in Turkey have been carrying postmodern characteristics was examined through the findings of focus groups conducted on university students inhabiting Kocaeli. In the conclusion part, in line with the information obtained as a result of the research, detailed evaluations and suggestions about the subject are given. According to the findings, the reflections of the characteristics of upper-reality, decentring of the subject, fragmentation, unity of opposites, displacement of production and consumption, which are the indicators of postmodern marketing in line with the literature, on consumers; it has been seen quite a lot in the lives of the study group. In addition, the concepts of liking and being admired were determined as a common concept and main theme in the reflections of all themes on the study group