Three generations of female consumers buying attitudes to imitation of luxury brands

The consumers wish to buy luxury brand, is especially to have the feeling of prestige, status, image and similar effects, however at the same time as these are over their budget, they choose the imitation ones. This thesis aims to research the three generations of female's attitudes towards the imitation of the luxury brands. In this study, a poll with 480 female consumers chosen by non-probability sampling method who live in Akçakoca district has performed for random sample. From each generation 160 female answered the poll. The data obtained has transferred to SPSS and the imitation brands and products for each generation has shown on cross-tabs. Frequency analysis has performed to describe the demographical specifications. To understand the factors effecting the purchasing habits of the generations and to have a trusty research, factor analysis has been performed. ANOVA has been performed to see if the luxury products that effect the purchasing habits of people show difference in accordance with personal, social, brand sensibility and loyalty, age, profession, education, buying imitation or not, who have income and who don't and Tukey has been performed to find the factor that is the reason of the difference. Afterwards two independent random sample T test has been performed between who buy and who don't and between brand sensibility and brand loyalty. To understand if the factors have a direct effect on the will of purchase, simple linear regression analysis has been performed. As a result, our finding is that the Y Generation has less knowledge about imitation brands and products compared to Baby Boomer and X Generations, and are more predisposed to imitation products or brands. We understood that people with elementary education degrees, students and people whose incomes are below 1000 TL are purchasing these imitation brands and products more than the others are.