Analysis on Young Consumers’ Consumer Values and Their Attitudes toward Foreign Firms

Abstract

In today's market economies, economic and social benefits of the competition are evaluated from various aspects. It is seen that these evaluations have gained importance in terms of consumer-orientation, innovativeness, equality in income distribution, efficient use of resources. It provides significant advantages to evaluate the studies conducted in the domestic markets by the foreign firms. When particularly the figures of the world trade volume are analyzed, the importance of the subject becomes clearer. The competitive practices engaged in by the foreign firms with the firms in the domestic markets and other foreign firms have increasingly become an important field of information. Moreover, substantial investments made in the domestic markets by the foreign capital movements have also led to the multilateral positive effects. Analysis of the attitudes toward the foreign firms is also another important part of the subject as well as the positive evaluations. This study aims to analyze the relations between the values of the young consumers and their attitudes toward foreign firms. University students were included in the scope as young consumers. The survey method was used so as to collect data. The survey performs measurement in two aspects as consumer values and consumer attitudes toward foreign firms. SPSS 15.0 and Lisrel 8.7 programs were used for data analysis.

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