THE PERCEPTION OF IPHONE BRANDED SMART PHONE AS A STATUS CONSUMPTION SYMBOL

The rate of smartphone usage has increased rapidly due to the mobile media applications in the world and turkey. despite this extensiveness of smartphones, especially among young users, perception of products can vary. this study seeks to explore the perception of iphone in context of the status consumption -as a brand which distincts from other smartphones with its symbolizing function of digital age today- by involving only the university youth as the sample mass. the groups’ distribution according to socio-demographic variables and whether these variables make differences between the groups are examined. at the end of the analysis, it is determined that there are remarkable differences in terms of status consumption tendencies between the ones who are iphone owners and the ones who are not.