Belbağ, Aybegüm Güngördü

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Name Variants
Aybegüm Güngördü Belbağ
Belbag, Aybegum Gungordu
Gungordu, Aybegum Gungordu
Belbag, Aybegum Belbag
Aybegum G.
Belbağ, A. G.
Güngördü, Aybegüm
Gungordu, A. B.
Job Title
Profesor Doktor
Email Address
aybegum.belbag@atilim.edu.tr
Main Affiliation
Tourism Management
Business
Status
Website
ORCID ID
0000-0001-8704-0045
Scopus Author ID
57236956700
Turkish CoHE Profile ID
Google Scholar ID
WoS Researcher ID
A-8849-2018

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    Article
    Citation - WoS: 11
    Citation - Scopus: 20
    The New Middle Class in Emerging Markets: How Values and Demographics Influence Discretionary Consumption
    (Wiley, 2019) Belbag, Aybegum G.; Uner, M. Mithat; Cavusgil, Erin; Cavusgi, S. Tamer; Business; Tourism Management
    The rise of new middle-class consumers in rapidly transforming emerging markets has attracted the attention of Western business executives. What they know about this growing segment of customers will determine whether they succeed or fail in these markets. The present study examines the factors that drive the discretionary consumption of this new middle class, including the effects of consumerist values, religious values, occupation, education levels, and ownership of fixed assets. The study draws its insights from data gathered from 391 new middle-class consumers in Ankara, the second-largest city in Turkey. The findings provide important implications for businesses, both indigenous and foreign. An overall implication is that managers ought to understand and qualify the new middle class in emerging markets not simply by their access to disposable income but by deeper attitudinal and behavioral characteristics.