Abstract :
Purpose: This study was carried out to determine whether the hedonic and utilitarian consumption tendencies of female consumers differ according to the Z and Y generation, which is a demographic variable. Materials and Methods: Questionnaire was used as data collection method in the research. Data were collected from 400 participants through an online survey, and 380 participants who were found to be in the Y and Z generation were included in the analysis. Finding: It is seen that the participants generally tend to consume utilitarian. Single female tend to be more hedonic, while married female tend to be more utilitarian. Those with associate degree education; hedonic tendency, those with bachelor degree and postgraduate education show a tendency towards utilitarian consumption. While students realize hedonic consumption, those who do not belong to any occupational group perform utilitarian consumption. Finally, female whose income is between 3.001TL and 6.000TL display both hedonic and utilitarian consumption tendencies. Conclusion: As a result of the Mann-Whitney U test; It has been determined that hedonic consumption trends differ statistically between Z and Y generation female individuals. In addition, when the average rank values are taken into account, it has been determined that there is a difference between the averages for both consumption trends.
Keyword :
Utilitarian Consumption, Hedonic Consumption, Generations, Consumption