In Turkey, there have been significant changes in the consumption habits in the course of time. In 1970’s, people were rather thrifty; afterwards, in 1980’s, they became excessively consumptive. In those years, consumption style became a way of self-expression. In 1990’s, people began to buy foreign brands, which became a symbol of status.
However, Turkish people had a hard time during the economic crisis, especially in 2001 and had to adjust their consumption habits as well. They became more sensitive to the prices and preferred to buy promotional products at supermarkets. Supermarkets became popular due to low prices, product variety and availability of products with big size packages.
Moreover, the introduction of credit cards at the beginning of 2000’s had a big impact on the consumption habits. People could buy things and pay later, so could go shopping without cash in their pocket. As a result, impulse shopping became widespread. People bought more cosmetics, sport clothes and spent more on house decoration as well as technology products like DVD players and home theater.
Just like in many countries, people in the income group A and B spend most money in Turkey, and they are the ones who try new things before they spread like a wave. In 1990’s, mobile phones were a luxury used just by A group, but in 2000’s, they become so widespread that people in income group C could also afford them.
Due to the high percentage of young generation in Turkey, the consumption increases despite the economic crises. It is probable that young people are going to determine the consumption habits in the future. It is also possible that more products will be put on the markets that appeal to the youth, especially computer and communication technology products.