Generation Z's utilitarian and hedonistic consumption approaches

The purpose of this thesis, detailed information on generations, characteristics of Generation Z, consumption types and consumption habits has been given and inferences have been tried to be made about the impact of changing consumption habits on Generation Z. 12 one-on-one interviews were conducted with the participants and information was obtained from Generation Z itself about their utilitarian and hedonistic consumption approaches. It is aimed to make inferences about which utilitarian products Generation Z sees as a pleasure product or which pleasure products they now see as utilitarian. In this way, it is aimed both to understand the consumption behaviors of Generation Z, which has become the biggest economic power, and to provide clues to companies in this direction.