Evaluation Hedonic Consumption Habits of Men in terms of Demographic Variables and Horoscopes

Year 2020, Cumhuriyet Armağan Sayısı, 325 - 344, 28.10.2020

Bekir Özkan

https://doi.org/10.18026/cbayarsos.681983

Cited By: 1

Abstract

In today’s world that we could name consumption age, we often hear about the concept of hedonic consumption. Individuals shop not only to satisfy the specific product needs that they buy but also to meet a variety of different kinds of needs. The present study’s aim is to analyze the hedonic consumption tendencies of male consumers in terms of demographic variables and horoscopes. For the study, 336 men who live in different cities who are older than 18 participated in the study. According to the results, products men consume most hedonically are food products and products men consume least hedonically are white appliances. Also, it is determined that there are significant differences between male consumers in their status on hedonic consumption according to their marital status, whether they own cars and houses or not, their ages, personal and family incomes, and education level. When analyzed as in horoscopes there are no significant differences.

Keywords

Hedonic, Hedonic Consumption, Men, Demographic, Horoscopes

Erkeklerin Hedonik Tüketim Alışkanlıklarının Demografik Değişkenler Ve Burçlar Açısından Değerlendirilmesi

Abstract

Tüketim çağı olarak adlandırabileceğimiz günümüz dünyasında hedonik tüketim olgusu sıklıkla karşımıza çıkmaktadır. Bireyler, sadece satın alacakları ürün ihtiyacını gidermek için değil, farklı türden ihtiyaçlarını da karşılamak için alışveriş yapmaktadırlar. Bu çalışmanın amacı, erkek tüketicilerin hedonik tüketim eğilimlerinin demografik değişkenler açısından değerlendirilmesidir. Araştırma için farklı illerde yaşayan 18 yaş üzeri 336 erkek ile görüşülmüştür. Araştırmadan elde edilen sonuçlara göre; erkek tüketicilerin en çok hedonik olarak tükettiği ürünler gıda ürünleri iken, en az hedonik olarak tükettikleri ürünler beyaz eşyadır. Ayrıca, erkek tüketicilerin medeni durumlarına, ev ve araba sahibi olup olmamalarına, yaşlarına, bireysel ve aile gelirlerine, mesleklerine, eğitim seviyelerine göre hedonik tüketim yapma durumlarında aralarında anlamlı farklılık olduğu tespit edilmiştir. Burçlar açısından değerlendirildiğinde aralarında anlamlı farklılık bulunamamıştır.

Keywords

Hedonic, Hedonic Consumption, Men, Demographic, Horoscopes

References

• Açıkalın, S. & Yaşar, M. (2017). A research on investigation of the consumer behaviours in the context of hedonic and utilitarian consumption: Determining the hedonic consumption tendency of youth. The Journal of International Social Research, 10(48), 570-585.
• Arnold, M. J., & Reynolds, K. E. (2003). Hedonic shopping motivations. Journal of Retailing, 79, 77–95.
• Aydın, S. (2010). A study on differentiation of hedonic shopping in respect of gender, income and size of settlement. Süleyman Demirel University The Journal of Faculty of Economics and Administrative Sciences, 15(3), 435-452.
• Aytekin, P. & Ay, C. (2015). The relationship between hedonic consumption and impulse buying. Academic Review of Economics and Administrative Sciences, 8(1), 141-156.
• Bakewell, C., & Mitchell, V. W. (2004). Male consumer decision-making styles. The International Review of Retail, Distribution and Consumer Research, 14(2), 223-240.
• Carpenter, J. M., Moore, M., & Fairhurst, A. E. (2005). Consumer shopping value for retail brands. Journal of Fashion Marketing and Management: An International Journal, 9(1), 43-53.
• Çakmak, A. Ç., & Özkan, B. (2016). Comparison of ecological awareness and green consumption habits of university students by different variable perspective: An interactive application. Journal of the Human and Social Science Researches, 5(8), 3144-3170.
• Çakmak, A. Ç., & Çakır, M. (2012). Analysis of hedonic consumption behaviours of the young people aged 12-18: A research in the city center of Kocaeli. Journal of History Culture and Art Research, 1(4), 171-189.
• Devrani, T. K. (2009). Marka sadakati öncülleri: Çalışan kadınların kozmetik ürün tüketimi üzerine bir çalışma. Suleyman Demirel University The Journal of Faculty of Economics and Administrative Sciences, 14(3), pp.407-421.
• Doğan, H. G., Gürler, A. Z., & Ağcadağ, D. (2014). Evaluation of effective factor to hedonic consumption habits (Tokat province case). Journal of International Social Research, 7(30), 69-77.
• Erkmen, T., & Yüksel, C. A. (2008). A study about consumers buying behavior patterns and their demographic and socio-cultural characteristics. Ege Academic Review, 8(2), 683-727.
• Fettahlıoğlu, H. S., Yıldız, A., & Birin, C. (2014). Hedonic comsumption behaviors: A comparative analysis of the effects of demographic factors on hedonic shopping behaviours of the students at Kahramanmaraş Sütçü İmam Univercity and Adıyaman Univercity. The Journal of Academic Social Science Studies, 27, 307-331.
• Goodman, L. (1989). Burçlar. (Çev. Sevim Or). İstanbul: Star, Yaprak Yayıncılık-Dağıtımcılık
• Goodman, L. (1993). Burçlar ve Yıldızlar. (Çev. Gülten Suveren). İstanbul: Sümer Kitabevi
• Gülmez, M., Kitapçı, O., & Dörtyol, İ. T. (2011). The effect of astrology on young customer behaviors. Studies in Business and Economics, 6(3), 97-109.
• Hirschman, E. C., & Holbrook, M. B. (1982). Hedonic consumption: Emerging concepts, methods and propositions. Journal of Marketing, 46(3), 92-101.
• Ibáñez, V. A., Hartmann, P., Diehl, S., & Terlutter, R. (2011). Women satisfaction with cosmetic brands: The role of dissatisfaction and hedonic brand benefits. African Journal of Business Management, Vol. 5(3), 792-802.
• Kırgız, A. (2014). Hedonism, a consumer disease of the modern age: gender and hedonic shopping in Turkey. Global Media Journal, 4(8), 200-212.
• Kwak, H., Jaju, A., & Zinkhan, G. M. (2008). Astrology: Its influence on consumers’ buying patterns and consumers’ evaluations of products and services. Developments In Marketing Science, 23, 94-98.
• Lunt, P. K., & Livingstone, S. (1992). Mass consumption and personal identity: Everyday economic experience. Open University Press.
• Miller, D. (1998). A theory of shopping. Cornell University Press.
• Mitchell, V-W. (1995). Using astrology in market segmentation. Management Decision, 33(1), 48-57.
• Mitchell, V-W., & Haggett, S. (1997). Sun-Sign astrology in market segmentation: An empirical investigation. Journal of Consumer Marketing, 14(2), 113–131.
• Mitchell, V-W., & Tate, E. (1998). Do consumers’ star signs influence what they buy? Marketing Intelligence & Planning, 16(4), 249–259.
• Mitchell, V. W., & Walsh, G. (2004). Gender differences in German consumer decision‐making styles. Journal of Consumer Behaviour: An International Research Review, 3(4), 331-346.
• Oakley, A. (1974). Housewife. Lane, Allen.
• Özdemir, E. (2009). Gender-based differences and marketing strategies to male consumers. Electronic Journal of Social Sciences, 8(29), 259-281.
• Özkan, B. (2017). Hedonic consumption, women and horoscopes. Int. Journal of Management Economics and Business, 13(1), 117-135.
• Özkan, B., Benli, T., & Kızgın, Y. (2013). Is there any impact of horoscopes on luxury consumption trends. Business Management Dynamics, 3(2), 69-83.
• Sarıtaş, E., & Haşıloğlu, S. B. (2015). An investigation in terms of hedonic consumption of working women’s purchasing from private shopping site. Journal of Internet Applications and Management, 6(1), 53-62.
• Uslu Divanoğlu, S., & Uslu, T. (2019). Determination the effect of astrology on consumer behaviors. Fırat University Journal of International Social Sciences, 29(1), 299-321.
• Ünal, S., & Ceylan, C. (2008). Tüketicileri hedonik alışverişe yönelten nedenler: İstanbul ve Erzurum illerinde karşılaştırmalı bir araştırma. İktisadi ve İdari Bilimler Dergisi, 22(2), 265-283.