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
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 inwhich 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 monthsof June and July in 2013 to the consumers who dwell in central districtof Edirne is the main material of the research. Sample size wasdetermined according to the data of TUIK on population of the centraldistrict of Edirne. The sample size that are to be surveyed was determinedwithin 95.0% confidence limits and 0.0489% error margin. As the resultof the calculation, the sample size was determined as 400. In this study,the aim is to reveal the differences of hedonic consumption habits of theconsumers who dwell in central district of Edirne with respect todemographical features and the behaviors and thoughts of hedonicconsumers. In the survey, the factors on hedonic consumption have beengrouped via statistical methods and the results have been interpretedaccordingly.In the study, 43.2% of the attendants are male and 56.8% arefemale; 37.5% are married and 62.5% are single. When the age group isconcerned, it has been determined that the highest percentage is in thegroup of ages 24-29 with 29.0%. It has also been determined that 17% ofthe attendants have a monthly income 1501-2000 and it is the highestpercentage of income groups. When the educational status is concerned,it has been observed that secondary school and university graduates arehigh in ratio and when the occupation is concerned, it has been seen thatprivate sector employees and workers are high in ratio.When the demographical features of the consumers according tohedonic 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 and7,9% of the females and 46.5% 0f the males seldom behave hedonically.In the study, the effect of hedonic consumption motive onconsumers and the analysis of the factors that affect this have beenconducted. Chi-square analysis has been carried out to determine therelationship between hedonic consumption and demographical featuresof consumers. According to the results of the analysis, it has beendetermined that there is a significant relation between the gender groupsin terms of gender factors’ hedonic consumption. Female consumers dohedonic consumption more than males. While females are doing hedonicconsumption, they reach to the saturation point in pleasure and joy andthey feel themselves in a different world and this relieves femalespsychologically and emotionally. So they feel themselves at ease. It willbe a wise choice if the marketing sectors target at females to a largeextent. When the age range is considered, it has been observed that theyoung consume more hedonically than the elders. According to the Chisquareanalysis, there is not a significant relation between age andhedonic consumption. When the marital status is considered, 41.7% ofthe married people and 42.2% of the singles always consume hedonically.According to the Chi-square analysis, there is not a significant relationbetween marital status and hedonic consumption. There is not adifference between the hedonic consumptions of the marrieds and thesingles, either. When their monthly incomes are considered, it has beendetermined that the ones who always consume hedonically are the peoplewho have a monthly income of between 3001-3500 TL (60%). Accordingto the Chi-square analysis, it has been found that there is a significant relation between monthly income and hedonic consumption. It has beendetermined that hedonic consumption is always done by the ones whohas a postgraduate degree with the highest rate of 60.0%. According tothe Chi-square analysis, th
