The effect of materialism on purchasing styles: A study in Aksaray

Nowadays, with the change in consumption culture, consumers buying behaviors have also changed. In the past years, consumer, to meet their compulsory needs in order to indicate their position in society today, or to obtain a certain position based on the material and wants to consume products with high status indicator. Consumers, who place tangible assets at the center of their lives, make purchases with materialistic tendencies. Consumers do shopping not only to meet their luxurious and rational needs, but also to enjoy their leisure time, to relieve stress or to enjoy shopping. Nowadays consumers move away from rational behaviors and show impulse, hedonic and compulsive buying behaviors that effect emotional behaviors. The main purpose of this study is to determine the effect of materialism on impulsive, hedonic and compulsive buying styles. A questionnaire developed for this purpose was applied on a sample of 450 people living in Aksaray. Multiple Regression Analysis was applied to determine the effect of materialism on unplanned, hedonistic and compulsive purchasing styles. As a result of the analyzes, it was concluded that materialism has a statistically significant effect on unplanned, hedonic and compulsive purchasing styles. Keywords: Consumer Behavior, Materialism, Impulsive Buying, Hedonic Buying, Compulsive Buying