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A RESEARCH ON HEDONIC AND UTILITARIAN SHOPPING BEHAVIOR

Abstract

Author(s): Aytekin FIRAT, Ali Emre AYDIN

In recent decades globalization and postmodernism together with improvements in communication technologies have provoked significant changes and developments worldwide in almost all societal and in individual lives. Together with the changes in the expectations and benefits from consumption, the concept of hedonic consumption has gained importance. Hedonic consumption is related to emotional satisfaction of consumers from their shopping experiences, purchasing processes and consuming them and it means the consumption in order to satisfy emotional needs and desires which are usually generated by products themselves. Consumers affecting various factors during their purchase decision process do not make simple and rational decisions yet they may more focus on the pleasure they get from the consumption experience and may choose to go for hedonic consumption. In this context, demographic characteristics can be indicated as explicit factors of shopping behavior. This study aims to examine whether shopping behavior trends differ according to demographic variables. For implementing the research a survey was carried out on people who were sampled with convenienve sampling method in Eski?ehir, between the ages 20-40. The findings of the study shows that there is no significant difference in terms of shopping behavior according to income and marital status. However in terms of the gender variable women tend to show more hedonic shopping behavior than men.

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