Moda Bilinci Ve Prestij Duyarlılığı: Fiyat Duyarlılığı Yüksekliğine Göre Karşılaştırmalı Bir Çalışma

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The fact that individuals are more concerned and conscious about fashion, where the products they purchase send messages to their social environment, leads to prestige sensitivity perceived as psychological benefit of price. Therefore, to determine mediation role and relationship of fashion consciousness on price sensitivity, data was collected using high, low level clusters. The questionnaire was based on literature, applied to consumers over 25 years old living in Mersin from December 2017 to January 2018, based on the convenience sampling method. 396 questionnaires were gathered. In the analysis, descriptive statistics, t-test, factor, k-means clustering, hierarchical regression analysis were used. In the high price cluster, it was determined price sensitivity was full mediator in influencing fashion conscious on prestige sensitivity and it was partial mediator role in the low cluster. It has been assessed that the mediating role of price sensitivity is closely related to the economic conditions in our country