Özet:

In traditional marketing perspective aim at satisfying consumers concrete needs, but in modern marketing try to satisfy consumers needs which is not concrete. These expectations of consumers have taken place in marketing literature as hedonic consumption. In this study, the position of hedonic consumption in consumers behaviours while buying mobile phones is aimed to identify. Also it is trying to understand that this situation is changeable or not according to demographic variables and brands. Data has been collected from 450 individual by way of survey using the convenience sampling method. Two sample T-test and one-way analysis of variance have been carried out. According to results woman’s hedonic tendency in mobile phone consumption is higher than men’s. Also, consumers of Samsung and Apple brands, hedonic consumption tendency are superior than other brands. On the other hand one of the important results is by rising age hedonic consumption tendency against mobile phones is falling.

Anahtar Kelimeler: