A research/examination on consumers luxury brand perception andhedonic conspumption

Since consumption is an indispensable behavior for individuals, many studies today examine the reasons for the factors affecting consumption styles and consumer behavior under similar conditions and the similarities and differences between them. In this context, it is seen that the consumption styles and consumption reasons of consumers with different identities are gathered under different concepts and titles. It is aimed to examine the effects of hedonic consumption on luxury brand perception due to the increase in the number of brands and luxury brands in today's world, which is one of these consumption styles, and the emotional pleasure that consumers attribute to the purchase action and brand. In the first part of the study, consumer behaviors, in the second part the concept of brand and general information about Luxury, the method of the research in the third part, the findings obtained from the research in the fourth part and the research result in the last part are explained. In line with the purpose of the study, a quantitative research was carried out and the survey method was applied. Analyzes were carried out on the data obtained as a result of this study, in which the survey responses of 516 participants were evaluated. The results of the analysis were interpreted and presented in the form of a table. The study was completed by evaluating the results.