A RESEARCH ON INVESTIGATION OF THE CONSUMER BEHAVIOURS IN THE CONTEXT OF HEDONIC AND UTILITARIAN CONSUMPTION: DETERMINING THE HEDONIC CONSUMPTION TENDENCY OF YOUTH

Abstract

Author(s): Sezgin AIKALIN, Mine YA?AR

In today’s life, consumption carries meanings more than “consume only to survive” and “the importance of consumption in economic systems”. Most of the society are consuming not just according to their needs but to their wants. According to the some studies in consumption behavior literature, besides getting a utility from the goods they buy, consumers now demand a social and psychological satisfaction from their products. Literature researchs on consumer behaviours suggests that consumer behaviours are based on “Utilitarian” and “Hedonic” reasons. By using the same reasons the aim of this paper is to supply new application and analysis results based on a survey applied in university youngsters to show that consumers consume not just for acquiring direct utility but also to have social and psychological satisfactions. A survey which consists of four scales, Utility Consumption, Hedonic Consumption, Impulsive Buying Behaviour and Conspicuous Consumption have been applied to the students of Dumlup?nar University. According to analyses results, it is seen that low income consumers are the best when the rational decisions are in concern. The tendency towards unplanned buying behavior and hedonic consumption is higher for women than those for men. The tendency towards conspicious consumption and utilitarian consumption is high in men than women.

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