Investigation of the effect of hedonic and beneficiary consumption on unplanted purchasing and pregnant shopping; Ağri İbrahim Çeçen University example

The aim of this study is to measure the effect of hedonic and utilitarian consumption on unplanned purchasing and pretentious shopping. The sample of the study consisted of 406 students studying at the central campus of Ağrı İbrahim Çeçen University. A face-to-face survey was conducted to collect the research data. The data obtained were analyzed using SPSS Package program. Frequency and percentage analysis, t test, one-way ANOVA and regression analysis were used for statistical analysis. According to the results of the research, hedonic consumption has a positive effect on unplanned purchasing. According to this result, it can be stated that one unit increase in the hedonic consumption levels of the consumers will result in an increase of 0.624 units in the level of unplanned purchase. Hedonic consumption also has a positive effect on pretentious shopping. According to this result, it can be stated that one unit increase in the hedonic consumption levels of the consumers will result in an increase of 0.624 units in the level of ostentatious shopping.