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The new middle class in Turkey: A qualitative study in a dynamic economy

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  • Uner, Mehmet Mithat
  • Gungordu, Aybegum

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.

Suggested Citation

  • Uner, Mehmet Mithat & Gungordu, Aybegum, 2016. "The new middle class in Turkey: A qualitative study in a dynamic economy," International Business Review, Elsevier, vol. 25(3), pages 668-678.
    • Handle: RePEc:eee:iburev:v:25:y:2016:i:3:p:668-678
    DOI: 10.1016/j.ibusrev.2015.11.002
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    References listed on IDEAS

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    Cited by:

    1. Priporas, Constantinos-Vasilios & Chen, Yan & Zhao, Shasha & Tan, Hui, 2020. "An exploratory study of the upper middle-class consumer attitudes towards counterfeiting in China," Journal of Retailing and Consumer Services, Elsevier, vol. 53(C).
    2. François Combarnous & Jean-Philippe Berrou & Matthieu Clément & Dominique Darbon & Eric Rougier, 2019. "‘We Are the Middle Class’ The New Turkish Middle Class: Identification, Behaviors and Expectations," Post-Print halshs-02421481, HAL.
    3. Tendai Chikweche & James Lappeman & Paul Egan, 2024. "Marketing financial services in Africa: exploring the heterogeneous middle-class consumer across nine countries," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 29(1), pages 1-16, March.
    4. Zhu, Ying & Freeman, Susan & Cavusgil, S. Tamer, 2018. "Service quality delivery in a cross-national context," International Business Review, Elsevier, vol. 27(5), pages 1022-1032.

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