Özet:

Before the industrial revolution, consumption in societies was generally defined as a form of consumption that was carried out with a utilitarian purpose to meet mandatory needs. However, in today's modern societies, consumption for conspicuous, pleasure and selfsatisfaction purposes is increasing, apart from mandatory needs. This trend is increasing in parallel in Turkey. This research aims to reveal the differentiation status of hedonic and conspicuous consumption in consumers with foreign global brand phones according to gender, age, marital status, education level, job, income, and finally, the foreign global phone brand owned.As a result of the research, it has been determined that (i) hedonic consumption differs according to gender, marital status, age and education level and (ii) conspicuous consumption differs according to education level and foreign global phone brand owned in consumers who own a foreign global brand phone.

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