Determination of hedonic and utilitirian consumption tendencies of female consumers and the effect of these tendencies on behavioral intention

The concept of consurmer constitutes the first step of the marketing process and is the focus of marketing science. With the development of marketing science and the increasing significance of the concept of customer orientation, the importance given to the consumer and consumer behavior has increased. Campaigns, discounts and special days that we have seen often in recent years arouse consumers' desire to buy. Consumers not only make rational decisions whilebuying but also buy for purposes such as getting pleasure from shopping, getting ideas, following fashion and socializing. In the theoretical part of this thesis, the reasons for consumer behavior, consumer purchasing behaviors, behavioral intentions, consumption behaviors of female consumers, hedonic consumption and utilitarian consumption are given. Based on this theoretical framework, research findings on the purchasing behaviors of female consumers in Çankırı province are included. According to the research findings, it was revealed that female consumers don't look forward to buying if there is no need and they prioritize the benefit. In the other hand, it was also among the research findings that female consumers don't ascribe a meaning to shopping, but they do shopping 'just to be happy' from time to time. It has been determined that hedonic shopping behavior is mostly realized 'to make others happy'.It is established that there is no significant difference in behavioral intention according to marital status, having a child, age, education level and income level.