Özet:

Today, when information is increasingly spreading, technology is rapidly evolving, one of the elements that need to consider is consumer behavior. Consumer behavior is related to how a consumer purchases the products. Consumer behavior is a process that covers a consumer’s pre-buy phase, the moment of purchase and after-buy assessments. It can be said that consumers are faced with some purchase decisions almost every hour. Consumers are making various decisions during this process and are influenced by many factors when making these decisions. There are two basic needs that push consumers to behave in purchasing. The first of these are hedonic impulses, and the second are useful motivations. In this study, the two factors that influence consumers’ decision-making processes have been compared. In this context, the concept of consumer purchase was first explained, then the consumer purchase decision-making process was put into place. In the end, the concept of beneficial consumption was first explained and focused on the reasons that directed the consumers to beneficial consumption. In the last part of the study, the concept of hedonic consumption and the reasons that push consumers to hedonic consumption were studied. A thorough examination of the literature was done, the work on the subject was thoroughly examined. According to the results from the study, the reasons that push the consumers to shop are not only beneficial motivations or hedonical reasons, but both of them can be effective in shopping. It is believed that the study will be beneficial to relevant stakeholders such as academics, researchers, managers, marketers.

Anahtar Kelimeler: