DIFFERENCES BETWEEN GENERATIONS TO DEMOGRAPHICS OF CONDUCT HEDONIC CONSUMPTION: KASTAMONU PROVINCE ON THE CENTRAL DISTRICT OF RESEARCH

Merve ILÄžAZ ()

Turkish Journal of Marketing, 2018, vol. 3, issue 1, 17

Abstract: Consumption of hedonic and utilitarian shopping habits of consumers generation the purpose of this study is linked to examine whether. The region where individuals live or grow consumer behavior, economic status, social environment, basic needs varies according to varies according to factors such as age group or fashion. Utilitarian consumption, consumers also product, service, or idea to focus on the functional characteristics of concrete. Consumers in hedonic consumption of product, service, or idea, which are created prestige, respect, and focuses on emotions like be liked. Research also generation X and generation Y, according to hedonic and utilitarian consumer behavior is to examine consumers, although the difference between will be shown. Generation x-born 1965-1980 generation between the dates of covers, and covers generation Y born between 1981-2000 years. After these two generations, generation Z will not be taken to examine the incoming. The research was carried out in Kastamonu province and 250 questionnaires were distributed to consumers of X and Y belts residing in Kastamonu with 8 demographics and 20 questions using 5 likert scale. The obtained data were analyzed with SPSS 20 program and the findings were obtained.

Keywords: Hedonic Consumption; Utility Consumption; Generation X; Generation Y; Consumer Behavior (search for similar items in EconPapers)
Date: 2018-04-21
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