Transnational Consumer Concept and a Research on Identifying Transnational Consumer Profile in Turkey

Abstract

Along with globalization, custom of consuming has been changing too. Globalization is adding a new dimension to the immigration case and revealing new terms like mobility, movement, transnationalism, transnational marketing and mobile marketing. "Transnational as an adjective was first used in 1921 and defined as "extending or going beyond national borders" according to Webster’s Dictionary (1988: 1254). Transnationalism is happening to be a concept related with globalization. In this context, the concept 'transnational marketing' emerges as marketing actions directed to meeting needs and demands of consumers in different countries at different times, with different purposes. 'Transnational marketing' concept brings along the concept of 'transnational consumers'. They are immigrants, refugees, tourists as well as business people and professionals. Along with globalization in Turkey, it is viewed that the number of transnational consumers is gradually increasing nevertheless there aren’t enough researches about this subject. It is thought that identifying the profiles of transnational consumers in Turkey will be beneficial to both literatures academically and to the firms in Turkey to know consumers better. This study aims to determine the profile of transnational consumers in Turkey. In this study; the concept of transnational consumers and transnational consumers in Turkey are identified according to their demographical properties. This study is a conceptual study based on literature review and secondary data.