مرکز منطقه ای اطلاع رساني علوم و فناوري - DETERMINING INFLUENCING FROM THE HEDONIC CONSUMPTION REASONS ACCORDING TO SEX AS ONE OF THE DEMOGRAPHIC QUALITIES OF STARBUCKS COFFEE CONSUMERS

Abstract :

In today’s modern life some alterations are observed on the consumption habits and consumer behaviour as a result of the socio-cultural and demographic characteristics being under whose effect. These changes are for sense of objective living creature and meeting the need which in is the care of good and service. It is mentioned a period in which good and service are percevied as subjective symbols for beyond becoming objective being. Other than what good and service are, what they represent and the image good and service created with this have started to take their places in the main focus points in minds. And here Hedonism stands out as a very impressive situation. Hedonism as a philosophical term puts forward taking pleasure as the purpose of life. Hedonism also emphasizes the need of consumption not for meeting the need of existing but on the contrary for taking pleasure. Besides, in Hedonic consumption formed from Hedonic consumption were made as a questionnaire taking advantage of the scale “ Reason Leading To Hedonic Consumption” which was developed by Arnold and Reynolds in 2003. The questionnaire has been developed by the students who study in Gazi University “Faculty of Economics and Administrative Sciences” and who work there using face to face questionnaire method. In a statical analysis of the data obtained SPSS for Windows Packet Programme has been made use of. In the programme, it has been used of mean, frequency and frequency percentuge range, reliability test, independent T-tes and factor analysis. After that, the analysis of the questionnaire questions have been made, evaluated and they have been interpreted.