The relationship between the store atmosphere and hedonic consumption a practice in Sera Kütahya Shopping Center

Nowadays, the competition in the economic and technological fields affects the world of individuals and has begun to create a dizzying consumption environment. The concept of consumption known as the fulfillment of needs started to move away from its meaning and became known as the image of the individuals. The shopping stores, used cars, the selected clothes and even the preferred coffee shops started to reflect the individual's personality. Especially, when woman who has become the other partner in the economy of the family began to take place in the economy the level of consumer madness increased. Of course, in the environments where such an intense consumption is experienced, firms began to need detailed information about the behavior of individuals? hedonic consumption to develop effective marketing strategies. The purpose of this study is to reveal both how the atmosphere of the store affects hedonic consumption behavior and the effects of such basic demographic factors as age, education level and income level on the consumption behavior of an individual. While, in the first section of the research, general structure of consumption and consumer?s purchase behaviors and the concept of hedonic consumption are worked on, store atmosphere and the effect of store atmosphere on consumer?s behaviors are examined in the second section of the research. And finally, in the third section, a questionnaire has been created in line of scope and purpose of the research and this questionnaire is applied 600 people. Keywords: Consumer, Consumption, Consumer Behaviour, Hedonic Consumption, Store Atmosphere.