Özet:

Consumers have started to buy not only for their needs but also for changing their mood, spending time, having fun or expressing themselves. Consumers usually buy irrationally. Pleasure oriented benefit sometimes substitutes for essential benefit of the product. Hedonic consumption is a way of consumption that gives happiness and pleasure while shopping. In the study, the role of ethnical origin on the hedonic consumption of the consumers has been analyzed. The aim of this study is to analyze the effects of the ethnical origin on the hedonic consumptions of consumers. The survey prepared for the study has been applied to 495 people who have different ethnical identities and live in Turkey and who consume hedonically. After the surveys were edited, the 492 surveys have been subjected to the analysis. Frequency distribution, factor analyses, reliability analyses, t-test and regression analyze have been conducted. As a result of the analyses conducted, it has been reached the end that the ethnical origins of the consumers have no effect on their hedonic consumption but the demographic factors including gender, marital status, income, age and educational status have effect on the hedonic consumption.

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