Consumers’ perceptions of visual product aesthetics based on fashion innovativeness and fashion leadership levels: A research study in Mersin

The main objective of the study is to determine whether consumers’ visual product aesthetic perception differs according to the level of fashion innovations and fashion leadership. The study was conducted in five counties of Mersin, and the population was 20-64-year-old consumers. The sample consisted of 420 consumers, 213 of whom were male, and 207 of whom were female. Data were obtained through surveys and were analyzed electronically. Descriptive statistics, factors, clustering, and chi-square analysis with t-test were used. As a result of the study, it was found that consumers’ perception of visual product aesthetics is three-dimensional, and it differs depending on consumers’ levels of fashion innovativeness and fashion leadership. Since the divergence of consumers’ desires and expectations, and increasing competition among businesses, are driving manufacturers and marketers to produce new products that can appeal to consumers, it is expected that results of this study will contribute to this field.