Examination of the hedonic consumption behavior of the supporters in terms of socio cultural characteristic, in football industry

Nowadays, emotional aspects of the consumers' coming into prominence besides logical decisions in product and service evaluations, valuing not only the functions and benefits of the products but also their abstract, aesthetic and symbolic aspects ensure hedonic consumption gradually gaining importance. Change in the perspective of the product affects naturally many sectors. In this study, it is aimed to reveal the relationship between them by evaluating the hedonic consumption behaviors of the fans in terms of socio-cultural characteristics. Questionnaire was used as a data collection tool. The questionnaire was applied to 402 fans in Trabzon province. The data procured were analyzed using a statistical program. Frequency analysis, validity and reliability analysis, factor and correlation analysis were used as the analysis method. The result of the research that there are many relationships between the types of shopping done by fans and the culture, social class, reference groups, family role and status.