دانلود رایگان مقاله قشر طبقه نوظهور در ترکیه

ABSTRACT

Although the middle class phenomenon is a widely investigated topic within a wide range of academic fields such as sociology, political sciences, anthropology, the current study concentrates on the middle class from a marketing perspective in the context of an important Emerging Market—Turkey. The definition we adapt in this study pertaining to the new middle class includes the households that have gained substantial disposable income and have experienced substantial lifestyle changes since the market liberalization reforms which commenced in the 1980s. We first present the importance of the middle class in emerging markets (especially the BRIC), the concept of middle class and the new middle class phenomenon. We then review the literature on the new middle class in Turkey and we explore whether secular and conservative subgroups of the new middle class differ in consumptional and attitudinal dimensions. Finally, we offer preliminary insights based on a qualitative study with 36 new middle class consumers in urban Turkey.

5. Conclusions

We can offer the following conclusions about the new middle class in Turkey, which are largely consistent with the findings of the extant literature: They are well-educated urbanites. They are mostly white collar professionals and have gained their positions by education. They all speak at least one foreign language. While identifying themselves as middle class, they favor income, education, car, lifestyle and culture. Religious sensitivity of the Turkish new middle class varies. This means that a portion of the Turkish new middle class is highly religious with greater formal religious practice. Thus it is fair to conclude that the new middle class consists of two subgroups—seculars and conservatives.