Abstract

The goal of this paper is to examine the marketing managers’ perceptions of consumerism in Turkey as a developing country. The major objectives of this paper are to explore the nature of managerial perception of consumerism in Turkey, to asses the impact of internatialization on consumerism, to find out the relation between the years in the business and consumerism, to see if the sector type has an impact on the perception of consumerism, to explore the perceptions of marketing managers on consumerism from the point of businesses, consumer protection associations and government regulations. According to results, the businesses have a positive attitude towards the consumers’ supportive, regulatory and orientational roles of the state and the consumer organizations on consumerism issue. They have a positive attitude towards consumerism subject. They attach the biggest importance to the security of the product. The research revealed that the sectors, the dimension of the business and the demographic features of the managers have no effect on the attitudes towards the regulatory role of the state, the activities of the consumer organizations and the consumerism.

Key words: Consumerism, business, government, consumer protection asssociation.