Author(s): Hasan Gökhan DOĞAN, Arslan Zafer GÜRLER, Derya AĞCADAĞ

Aim of the present study was to evaluate hedonic consumption habits and factors affecting of consumers living in the Central District of Tokat Province in Turkey. 289 consumers were interviewed using probability sampling method. Two-way analysis of variance was used to determine hedonic consumption differences of consumer. Results showed that hedonic consumption behaviors changed by gender, age, marital status and education level, but not by monthly income and occupation. In addition, factor analysis was performed based on the answers taken according to fivepoint likert scale. Based on factor analysis results, consumers were grouped under five major factors. The most important factor was the contribution of shopping phenomenon to personal happiness. Consequently, it can be suggested that consumers should be pragmatic in their consumption rather than consumption for fun or based on habits. Such an approach could allow better use of available financial resources. In addition, it could be emphasized that reasonable action is necessary for effective use of resources in the context of producer-consumer chain.


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