Determining The Factors That Affect Hedonic Consumption

Consumers buy products under the effect of emotional motives. Hedonism, which is one of the current trends, describes the status in which consumption, pleasure and expectation of emotionality is of the first priority. Recently, it has been a significant subject in marketing field. 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. 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. Demographical differences of the consumers according to their status of hedonic consumption have been examined with chi-square analysis. Whereas hedonic consumption statistically differs according to gender, age, educational status, monthly income and professional status, it does not differ according to marital status. Moreover, factor analysis has been done to the attendants about hedonic consumption based on the answers according to 5 point likert scale. According to the results of the factor analysis, consumers have been grouped under 5 main factors. The most significant factor has been determined as “hedonic consumption”. Reliability analysis and Kolmogorov Smirnov normal distribution test has been carried out to the sub-dimensions of hedonic consumption scale. As a consequence, it has been observed that the sub-dimensions of hedonic consumption scale do not distribute normally and Mann-Whitney U test of the non-parametric tests has been carried out. As a result of this test it has been determined that there are significant differences regarding the sub-dimensions of gender, hedonic consumption, socializing, trend tracking, discount tracking, buying gifts and happiness.

Keywords

Hedonic consumption, Consumer behaviors, factor analysis, Mann-Whitney U test, Edirne.