A STUDY ON THE LEVELS OF LUXURY VALUE PERCEPTION AMONG STUDENTS AT STATE AND FOUNDATION UNIVERSITIES

In today’s global marketplace, the concept of luxury is evolving from exclusivity and material wealth toward more personalized and value-driven experiences. As luxury becomes increasingly democratized, understanding how different consumer groups perceive luxury value is essential for brands seeking to maintain relevance. This study investigates the differences in luxury value perception between students attending state and foundation (private) universities in Türkiye—a context marked by distinct socioeconomic and cultural dynamics. Drawing on the multidimensional framework of luxury value, the study analyzes data from 522 participants. The findings reveal statistically significant differences between the two groups in the dimensions of materialism and quality, while other dimensions such as self-identity and self-gifting show high mean scores across both groups. These results suggest that individual-oriented motivations play a dominant role in shaping luxury perceptions among university students, with implications for both academic research and luxury brand marketing strategies.