A QUANTITATIVE STUDY ON CONSPICUOUS CONSUMPTION AND HEDONIC CONSUMPTION: THE CASE OF FOREIGN GLOBAL TELEPHONE BRANDS

Authors : Murat ARSLANDERE, İsmail Necati UZUN

Pages : 173-214

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Publication Date : 2022-12-31

Article Type : Research Paper

Abstract :Before the industrial revolution, consumption in societies was generally defined as a form of consumption that was carried out with a utilitarian purpose to meet mandatory needs. However, in today\`s modern societies, consumption for conspicuous, pleasure and selfsatisfaction purposes is increasing, apart from mandatory needs. This trend is increasing in parallel in Turkey. This research aims to reveal the differentiation status of hedonic and conspicuous consumption in consumers with foreign global brand phones according to gender, age, marital status, education level, job, income, and finally, the foreign global phone brand owned.As a result of the research, it has been determined that insert ignore into journalissuearticles values(i); hedonic consumption differs according to gender, marital status, age and education level and insert ignore into journalissuearticles values(ii); conspicuous consumption differs according to education level and foreign global phone brand owned in consumers who own a foreign global brand phone.
Keywords : Conspicuous Consumption, Hedonic Consumption, Foreign Global Telephone Brands

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