HEDONİK TÜKETİMİ ETKİLEYEN FAKTÖRLERİN BELİRLENMESİ

Abstract

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. The absolute amount of survey participants do hedonic consumption. 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 MannWhitney 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 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 emotionalityis of the first priority. Recently, it has been a significant subject in marketing field. The data that were gained from the surveys conducted during the months of June and July in 2013 to the consumers who dwell in central district of Edirne is the main material of the research. Sample size was determined according to the data of TUIK on population of the central district of Edirne. The sample size that are to be surveyed was determined within 95.0% confidence limits and 0.0489% error margin. As the result of the calculation, the sample size was determined as 400. In this study, the aim is to reveal the differences of hedonic consumption habits of the consumers who dwell in central district of Edirne with respect to demographical features and the behaviors and thoughts of hedonic consumers. In the survey, the factors on hedonic consumption have been grouped via statistical methods and the results have been interpreted accordingly. In the study, 43.2% of the attendants are male and 56.8% are female; 37.5% are married and 62.5% are single. When the age group is concerned, it has been determined that the highest percentage is in the group of ages 24-29 with 29.0%. It has also been determined that 17% of the attendants have a monthly income 1501-2000 and it is the highest percentage of income groups. When the educational status is concerned, it has been observed that secondary school and university graduates are high in ratio and when the occupation is concerned, it has been seen that private sector employees and workers are high in ratio. 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; 34.6% of the females and 32.0% of the males sometimes behave hedonically and 7,9% of the females and 46.5% 0f the males seldom behave hedonically. In the study, the effect of hedonic consumption motive on consumers and the analysis of the factors that affect this have been conducted. Chi-square analysis has been carried out to determine the relationship between hedonic consumption and demographical features of consumers. According to the results of the analysis, it has been determined that there is a significant relation between the gender groups in terms of gender factors’ hedonic consumption. Female consumers do hedonic consumption more than males. While females are doing hedonic consumption, they reach to the saturation point in pleasure and joy and they feel themselves in a different world and this relieves females psychologically and emotionally. So they feel themselves at ease. It will be a wise choice if the marketing sectors target at females to a large extent. When the age range is considered, it has been observed that the young consume more hedonically than the elders. According to the Chisquare analysis, there is not a significant relation between age and hedonic consumption. When the marital status is considered, 41.7% of the married people and 42.2% of the singles always consume hedonically. According to the Chi-square analysis, there is not a significant relation between marital status and hedonic consumption. There is not a difference between the hedonic consumptions of the marrieds and the singles, either. When their monthly incomes are considered, it has been determined that the ones who always consume hedonically are the people who have a monthly income of between 3001-3500 TL (60%). According to the Chi-square analysis, it has been found that there is a significant relation between monthly income and hedonic consumption. It has been determined that hedonic consumption is always done by the ones who has a postgraduate degree with the highest rate of 60.0%. According to the Chi-square analysis, the relation between educational status and hedonic consump

Özet

Tüketiciler ürünleri satın alırken duygusal motiflerin etkisi altında kalmaktadırlar. Günümüzün trendlerinden biri olan hedonizm tüketim, hazcılık ve duygusallık beklentisinin öncelikli olduğu durumu ifade etmektedir. Son yıllarda, pazarlama alanında üzerinde önemle durulan konulardan biridir. Bu araştırmada, Edirne merkez ilçede yaşayan tüketicilerin hedonik tüketim alışkanlıkları ve bunu etkileyen faktörlerin ortaya konulması için 400 kişiye anket yapılmıştır. Ankete katılan kişilerin tamamı hedonik tüketim yapmaktadır. Tüketicilerin hedonik tüketim durumlarına göre demografik özellikleri incelendiğinde, kadınların % 57.5' inin, erkeklerin ise %21.5' inin her zaman hedonik davrandıkları tespit edilmiştir. Tüketicilerin hedonik tüketim yapma durumuna göre demografik farklılıkları ki kare analizi ile incelenmiştir. Buna göre, hedonik tüketim cinsiyet, yaş, eğitim, aylık gelir, meslek durumuna göre istatistiki olarak farklılık gösterirken, medeni durum bakımından farklılık göstermemektedir. Ayrıca, hedonik tüketimle ilgili, araştırmaya katılanlara 5'li likert ölçeğine göre alınan cevaplar doğrultusunda faktör çözümlemesi yapılmıştır. Faktör analizi sonuçlarına göre ise, tüketiciler 5 ana faktör altında toplanmıştır. En önemli faktör 'hazcı tüketim' olarak belirlenmiştir. Hedonik tüketim ölçeği alt boyutlarına, Güvenirlik analizi ve Kolmogorov Smirnov normal dağılım testi uygulanmıştır. Bunun sonucu olarak hedonik tüketim ölçeğinin alt boyutlarının normal dağılmadığı görülmüştür ve non parametric testlerden Mann-Whitney U testi uygulanmıştır. Bunun sonucunda, cinsiyetle, hazcı tüketim, sosyalleşme, trend takibi, indirim takibi, hediye alma ve mutluluk alt boyutlarına ilişkin yargılarda anlamlı farklılıklar olduğu tespit edilmiştir