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

Öz

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.

Anahtar Kelimeler

• Hedonic
• Hedonic Consumption
• Men
• Demographic
• Horoscopes

Erkeklerin Hedonik Tüketim Alışkanlıklarının Demografik Değişkenler Ve Burçlar Açısından Değerlendirilmesi

Öz

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.

Anahtar Kelimeler

• Hedonic
• Hedonic Consumption
• Men
• Demographic
• Horoscopes

Kaynakça

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