A research on investigation of the consumer behaviours in context of hedonic and utilitarian consumption: Determining the hedonic consumption tendency of the youth

The first part of this research focuses on consumer behaviors. The concepts of utility and utilitarianism were examined and the Utility Theories used in Economics was presented. The second part is about Utilitarian Consumption which is shaped by rational human assumptions and Hedonic Consumption which is the emotional and the satisfactory side of the consumption. Also; İmpulsive Buying Behavior, the relation between İmpulsive Buying and Hedonic Consumption and other researches in this fields were examined. The third and the last part of the research is a survey to determine the consumption tendencies of young consumers aged 18-25. Also the goal, method and the conclusion of the survey are in this part. In the survey performed on the Dumlupınar University students, it has been come to the conclusion that the women participants have more tendency towards Hedonic Consumption and Impulsive Buying behaviors. According to results of Anova analysis, it was concluded that the scales differentiate depending on the monthly total income distribution. Also another conclusion of the survey is that Utilitarian Consumption behavior has a negative relation with Hedonic Consumption, Impulsive Buying behaviour and Conspicuous Consumption