(Consumption Values of Z Generation: A Qualitative Research on Mobile Phone Product)

Abstract

Purpose – It is an important topic to make sense of the purchasing behavior of Generation Z, whose lives are largely shaped by the influence of advanced technology. The consumption values theory used to determine for what reasons consumers buy helps to provide information about the values attributed by consumers to products and services. From this point of view, the aim of the study is to reveal the consumption values of Generation Z specific to mobile phones. Design/methodology/approach – The sample of this study, which is carried out on the basis of qualitative research, consists of Z Generation individuals living in Menteşe district of Muğla. The research data were collected by interview method and semi-structured interview form was used as data collection tool. Descriptive analysis technique was used to analyze the data obtained from the interviews. Findings – According to the research findings, Generation Z prioritizes especially functional value, innovation value and situational value in mobile phone purchase preferences. It is seen that emotional value gains meaning partially depending on functional value and social value has a very low effect in purchasing preferences. Discussion – It is seen that most of the findings related to consumption values support the literature on Generation Z's buying behavior. According to the results of the research, it can be said that the focus of companies on these values will be the strongest investment regarding the consumption preferences of the Generation Z, since the functional and innovation value is significant.