EFFECT OF HEDONIC CONSUMPTION ON UNPLANNED PURCHASING BEHAVIOR

Abstract

In this study, it was aimed to determine the effect of perception of consumers living in Kastamonu on hedonic consumption on unplanned purchasing behavior. For this purpose, face-to-face questionnaires were applied to 430 consumers determined by the sampling method among the people of Kastamonu between May 25, 2020 and July 10, 2020, and the data collected were analyzed using the 22nd version of SPSS statistical package program, which is widely used in Social Sciences. As a result of the analysis, it has been determined that the perception of consumers towards hedonic consumption has an effect on unplanned purchasing behavior and the correlation coefficients are positive and significant at the level of p = 0.01.