Investıgatıon Of Consumers ‘Hedonıc Consumptıon Reasons In Terms Of Life Style Attitudes

Abstract

Together with the basic benefit of the product, consumers tend to shop in order to satisfy their emotions, to take pleasure and to brighten. In addition to these emotional motives evaluated within the concept of Hedonic Consumption, life perception attitudes also influential factors in buying behaviors of consumers.

In this study, which is conducted to compare these factors affecting the purchasing decisions of consumers; consumers’ reasons for making hedonic consumption, lifestyle attitudes examined.

Demographic characteristics, lifestyle attitude scale, hedonic consumption reasons scale, for were used in the questionnaire form. The questionnaires were applied to consumers from Bayburt who were over 18 and living in Bayburt city center. The data obtained from the study was analyzed with SPSS 22 package program.

In the comparison of lifestyle attitudes with the causes of hedonic consumption and with demographic characteristics; it was found that women, singles and the young were more dominant in both factors; and lifestyle attitudes and hedonic consumption reasons differed according to occupation, education and income levels. According to the analysis of the relation between lifestyle attitudes and the causes of hedonic consumption; “The Believers” were found to hold the lowest level of hedonic consumption.