EXAMINATION OF THE DIFFERENCES BETWEEN VARIOUS BALKAN IMMIGRANTS' AND TURKISH CONSUMERS' ATTITUDES TOWARDS MARKETING ACTIVITIES FROM THE PERSPECTIVE OF CONSUMERISM

Abstract

With the collapse of the Eastern Bloc, some significant changes in the the consumer behavior patterns may be observed in these Balkan countries. The consumer culturein these countries has changed as in the Western countries as the number of the products has remarkably increased in these markets. This increase in the number ofthe products and services that the Balkan consumers are encountered with has alsoled to an increase and development in the variety of the marketing activities. As inthe Western societies, consumption has become one of the crucial constructs of the personal and social identity in these societies as well.All these developments and changes in the Balkan markets bring the concept of consumerism in mind. Consumerism defined as "an organized movement of citizensand government to strengthen the rights and powers of buyers in relation to sellers" is an important movement in developed countries.In this study it is aimed to explore the attitudes of different Balkan immigrants living in Istanbul, Turkey towards marketing activities (consumerism).