THE EFFECT OF HEDONIC AND UTILITARIAN MOTIVES ON CONSUMER BEHAVIOR: A COMPARISON STUDY BETWEEN TURKISH AND SPANISH UNIVERSITY STUDENTS
Journal Title: European Journal of Business and Social Sciences - Year 2016, Vol 5, Issue 3
Abstract
This article examines the influence of hedonic and utilitarian motives on consumer behavior and comparison of two cultures that have different systems on hedonic and utilitarian behaviors. The study has been conducted on randomly selected students from both Huelva University (Spain) and Mustafa Kemal University (Turkey). Moreover, the effects of various demographic variables on hedonic and utilitarian motives of countries have been searched. The data that are collected by using one of the quantitative research models, descriptive survey model have been analyzed by using ANOVA, independent groups T-Test. As a data collection tool, attitude scale for hedonic and utilitarian motives has been used. By collecting data from the participants as gender, age, income and demographic information like the place they live, whether hedonic and utilitarian motives have effects on those demographic variables have also been analyzed. At the end of the study, differences have been found between the students in Turkey and Spain on hedonic and utilitarian motives and those differences vary according to age, gender, the place students live, and their income. It was resulted that Turkish students’ hedonic and utilitarian motivations are higher than Spanish students. This result shows a reverse portray upon the less developed countries’ higher attitudes on those characteristics in consumption.
Authors and Affiliations
İbrahim Arısal| Mustafa Kemal University, Hatay, 31060, Turkey, arisal44@hotmail.com (corresponding author), Yavuz Cömert| Inonu Üniversity, Malatya , 44280, Turkey, yavuz.comert@inonu.edu.tr
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- EP ID EP10777
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