Abstract:

Today, with the change in consumer culture, consumer behavior has also changed. In the past years, consumers want to meet their compulsory needs while today want to indicate their position in society or consume products that are based on material and high status indicator to a certain position. Consumers do shopping not only to meet their luxury and rational needs, but also to evaluate their free time, get rid of stress or enjoy shopping. Today's consumers show unplanned, hedonic and compulsive purchasing behavior, which is heavily pushed by emotional behaviors by leaving them away from rational behaviors. The main objective of this study is to determine the impact of materialism on unplanned, hedonic and compulsive purchasing styles. A survey form developed for this purpose applied on an example of 450 people living in the Aksaray province. Multiple Regression Analysis has been implemented to determine the impact of materialism on unplanned, hedonic and compulsive purchasing styles. The results of the analysis have found that materialism has a statistically meaningful impact on unplanned, hedonic and compulsive purchasing styles.

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