The hedonic consumption behovior of market maven followers according to life styles on a research

Today, many businesses compete with each other. However, consumers are exposed to advertising and information with more product preference. Consumers can not cope with such information or have difficulties in getting information. Here, market wolves enter the circuit. Market worms are those within the reference groups, from where to buy, the broadest market information such as where the best product is, those who share the product with other consumers, or who share the knowledge of product use. Market worms provide energy and time savings to consumer groups. In this study, it is aimed to investigate the lifestyles and to show which lifestyle consumers have realized hedonic consumption.