Evaluation Hedonic Consumption Habits of Men in terms of Demographic Variables and Horoscopes
Evaluation Hedonic Consumption Habits of Men in terms of Demographic Variables and Horoscopes

Summary/Abstract: In today’s world that we could name consumption age, we often hear about the concept of hedonic consumption. Individuals shop not only to satisfy the specific product needs that they buy but also to meet a variety of different kinds of needs. The present study’s aim is to analyze the hedonic consumption tendencies of male consumers in terms of demographic variables and horoscopes. For the study, 336 men who live in different cities who are older than 18 participated in the study. According to the results, products men consume most hedonically are food products and products men consume least hedonically are white appliances. Also, it is determined that there are significant differences between male consumers in their status on hedonic consumption according to their marital status, whether they own cars and houses or not, their ages, personal and family incomes, and education level. When analyzed as in horoscopes there are no significant differences.

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