The Benefit of The Consumer Purchase Behavior and the Effect of Hedonic Consumption

In today's world, where information is becoming more and more widespread and technology is developing rapidly, one of the factors that businesses should consider is consumer behavior. Consumer behavior is related to how a consumer purchases products. Consumer behavior is a process that starts from the pre-purchase stage, including the moment of purchase and post-purchase evaluations. It can be said that consumers are faced with some purchase decisions almost every hour. Consumers make various decisions in this process and are influenced by many factors while making these decisions. As a result, there are two basic needs that push consumers to purchase behavior. The first is hedonic impulses and the second is utilitarian motivations. In this study, these two factors, which are effective in the decision-making processes of consumers, are discussed comparatively. In this context, Firstly, the concept of consumer purchasing is explained, and then the stages of the consumer purchasing decision process are included. In the second part, the concept of utilitarian consumption is explained and the reasons that lead the consumer to utilitarian consumption are emphasized. And finally in the last part of the study, the concept of hedonic consumption and the reasons that push consumers to hedonic consumption are examined. An in-depth literature review was made and the studies on the subject were examined meticulously. In line with the results obtained from the study, it was concluded that the reasons that push consumers to shop are not only utilitarian motivations or hedonic reasons, but both impulses can be effective in shopping. The study is thought to be beneficial to relevant stakeholders such as academics, researchers, managers and marketers.

Keywords

Marketing, Consumer Behavior, Purchasing Decisions, Utilitarian Consumption, Hedonic Consumption