Brand strategies to target the Turkish consumers
As a result of better economic conditions and the recovery after the crisis, Turkish consumers started to pay more attention to their homes and they are going to increase their spending on furnishings. also they are upgrading furniture, with a substitution ratio that lowered to 9 years on average. the increasing number of young people leaving alone is a further driving force. this resulted in a higher number of furniture stores all over the country and in a huge variety of products and brands on the market.