Comparison of X and Z generation consumers in terms of symbolic consumption and brand loyalty

Every consumer consumes or buys certain goods and services so as to meet their spesific needs, demans and expectations. The goods and services included in the consumption change conditionally the changing needs and expectations of the consumers and are also affected by technological, economic and social developments. These technological, economic and social changes in question also effectuate different life groups which means different age generations. The unique characteristics, attitudes and value judgments of each generation vary. In this current study the opinions of these two generations that have different characteristics specifically in Z and X generations about symbolic consumption and brand loyalty have been evaluated and an evaluation has been made about changing consumer demands and expectations. Within the scope of the study the consumers in the Z and X generations in istanbul were included. The specimen of the study consists of 373 consumers in Z and X generation. Quantitative research method was used In the comparison between symbolic consumption behaviors and brand loyalty of Z and X generations. It was designated as that consumers in generation X generally work in professional jobs with higher education status. In other respects it was seen that there were differences between the loyalty, preferences and values of the participants who represented the generation X and Z. In this study, we observe that generation Y serve as a bridge between the X and Z generations and that they are the values they take in both generations. Keywords: X Generation, Z Generation, Brand Equity and Preferences