A research on determining the effect of culture on hedonic purchase behavior, comparison of German & Turkish women consumers

The aim of this study is to examine the effects of cultural and hedonical behaviours on purchasing decisions of women consumers on two different cultures. It will be determined that if cultural effects or hedonical behaviours are dominant on purchasing desicions after considering culture; modernism, postmodernism and anthropology of consumption; hedonism, consumption, purchasing behaviour and shopping theories in literature review of research. Conclusions and analyses of research are given after method of study, research design, selection of samples, hypotheses and data gathering informations are given in detail in method chapter. In conclusion section, the effect of hedonic behaviours and culture in shopping behaviours will be studied. Towards the findings of the study, it is aimed that developing new service offers for the needs of constantly changing conditions within the global economy and selling policies of the firms.It is important to know the consumption habits of target group in marketing. But for the international marketing, cultural differences and how much cultural differences affects consumer behaviours are so important. One of the points that can provide competitive advantage in globalizing business world is cross cultural studies. In consequence of intercultural comparative studies, different products and services are offerable for consumer demand in different cultures. Subject of this study is associating the behaviour of purchasing of female consumers in textile sector with cultural and hedonic behaviours of them. As a result of study, textile businesses can either form their marketing strategies or diversify their products and services. Key Words: Hedonism, Culture, Purchasing Behaviour