Hedonic and utilitarian consumption habits of housewives in relation to demographic characteristics: The case of Aksaray province

There are many reasons for consumer behavior based on utilitarian an hedonic reasons may include demographic variables such as aga, gender, education and income status. In consumption, it is essential to determine the demands and nedds of each age group and to shape the marketing stratehgy. The market classificatiın based on age groups is düre to the similar consumption habits and purchasing behaviorsa of people in the same generations. Age is seen as a significant variable in the purchasing decisions of female consumers and female consumers may show different consumption behaviors at different ages. In addition to the purchases they make for their personal needs, housewives also buy the personal needs of their household members. In light of this theoretical framework, the research findings regarding the examination of hedonic and utilitarian consumption habits of housewives in Aksaray province acording to demographic characteristics are presented. It is found in this research that the hedonic consumption habits of young housewife female consumers are more intense. It indicates that young housewife female consumers make more pleasure and pleasure-oriented preferences in their behaviors, while older age groups adopt such consumption habits less. It is also found that hedonic consumption behaviors are more apparent in low-income groups. Research reveals that marital status can be a determining factor in hedonic consumption behaviors and that single individuals in particular have more hedonic consumption habits. It can be concluded that there is relationship between the marital status of female consumers who are housewiwes and their social and economic responsibilities and that tihis is reflected in their consumption habits. These findings show that marital status has a certain effect on utilitarian consumption habits. In particular, it is understood that the utilitarian consumption habits of female consumers who are divorced, etc. Housewives are higher than other groups.