The most significant factor has been determined as “hedonic consumption”. ![]() According to the results of the factor analysis, consumers have been grouped under 5 main factors. Moreover, factor analysis has been done to the attendants about hedonic consumption based on the answers according to 5 point likert scale. Whereas hedonic consumption statistically differs according to gender, age, educational status, monthly income and professional status, it does not differ according to marital status. Demographical differences of the consumers according to their status of hedonic consumption have been examined with chi-square analysis. When the demographical features of the consumers according to hedonic consumption are concerned, it has been determined that 57.5% of the females and 21.5% of the males always behave hedonically. In this research, a survey has been conducted on 400 people in order to determine the hedonic consumption habits of consumers who dwell in central district of Edirne and the factors that affect these habits. Recently, it has been a significant subject in marketing field. ![]() Hedonism, which is one of the current trends, describes the status in which consumption, pleasure and expectation of emotionality is of the first priority. Determining The Factors That Affect Hedonic ConsumptionĬonsumers buy products under the effect of emotional motives.
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