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Current Approaches in Social Sciences

Edited By Rasim Yilmaz, Günther Löschnigg, Hasan Arslan and Mehmet Ali Icbay

Current Approaches in Social Sciences is a collection of research papers on a wide range of social issues written by researchers from several different institutions. The book will appeal to educators, researchers, social students and teachers of all subjects and of all levels, who wish to develop personally and professionally. It will also be useful to all those who interact, one way or another, with both students and teachers in a social context.


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Targeting Millennials in an Emerging Market: A Qualitative Study on the Value Systems of Generation Y in Turkey ([İpek Altinbaşak Farina] [Özlem Ayaz Arda] [Bilge Biçer])


İpek Altinbaşak Farina, Özlem Ayaz Arda & Bilge Biçer Targeting Millennials in an Emerging Market: A Qualitative Study on the Value Systems of Generation Y in Turkey Introduction Values are outcomes of evaluative judgment and are used for standards, norms, goals, and ideals (Rintamaki et al. 2006). Values determine human cognition and behaviour and they influence attitude and behaviour. So, examining values may provide powerful explanations and a large capture of the central cognitive structure of individuals. Additionally, values are more stable over time in comparison with attitudes in terms of being more centrally connected to the cognitive system and serving as standards of conduct (Chryssohoidis & Krystallis, 2005). Consumer values are consequences and attributes that shape their purchasing behaviour, goals, and ideals for shopping (Rintamaki et al. 2006). Generation theorists state that macro-environmental changes influence people in a way that causes the sharing of specific and common consumption behaviour (Gurau, 2012). Therefore, value studies are very crucial for Turkey where rapid social and economic changes, along with urbanisation and different viewpoints, are taking place (Cukur et al. 2004). Generation Y encountered sufficiently large-scale social and economic change; they share a relative understanding of common destiny, memory, culture, and life experiences which causes them to develop similar attitudes and beliefs (Krahn & Galambos, 2014; Lazarevic, 2012). They have lead to the ushering of the end of traditional marketing strategies and rules (Barton et al. 2014). In business life, marketers and advertisers especially try to find the best ways to capture and...

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