A Research on Hedonic and Utilitarian Consumption Behavior of Young Consumers on Big Discount Days

A Research on Hedonic and Utilitarian Consumption Behavior of Young Consumers on Big Discount Days

İbrahim Avcı (Gumushane University, Turkey) and Salih Yıldız (Gumushane University, Turkey)
DOI: 10.4018/978-1-7998-5077-9.ch027

Abstract

Recent changes and developments in social life affect both the marketing strategies of brands and the consumer behaviors. The big discount days were first implemented in the USA under the name “Black Friday,” and it was implemented in Turkey under the “Legend Friday, Legend Days, Super Friday, 11.11.” The big discount days campaigns also changed the consumer's sense of consumption. Together with the changing consumption concept, consumers are looking for psychological and social benefits in addition to the physical benefits in the products they purchase. The aim of this study is to determine the effect of hedonic and utilitarian consumption motives on consumers purchase intentions on big discount days. The questionnaire form was applied face to face to 621 students in a private university in Istanbul between 05.05.2019 and 15.05.2019. The obtained data were analyzed with SPSS 21 and AMOS 24 programs, and as a result of the analysis, it was determined that the hedonic and utilitarian consumption motives had a significant effect on consumer purchase intention on the big discount days.
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Introduction

The concepts of consumption and consumer behavior are indispensable factors for marketing as well as economics and business. In the studies (Kim and Forsythe, 2007: Tendai and Crispen, 2009: Türk, 2018: etc.) carried out in the field of marketing, subjects such as how consumers are directed or directed to consumption behavior, how they perform purchasing behavior, what are their consumption motivations are investigated and continue to be investigated. Recent changes and developments in economic and social life affect both the marketing strategies of brands and the consumer behaviors. While brands try to reach consumers with different methods such as promotions and advertisements, consumers have started to show benefit based behavior by giving importance to hedonic and utilitarian consumption motives as well as products and services they will get during shopping. Brands aim to increase their sales, attract consumers to them, provide competitive advantage and try to direct consumers to buy and direct consumers to consumption behavior. Consumers are influenced by orientations and act with both emotionally focused hedonic consumption motives such as having fun, discovering new things and utilitarian consumption motives that are logically oriented such as saving money or time and seeing different product options and at the end consumers realize purchasing behavior.

One of the directions made by brands is seen on big discount days like Black Friday which is known as discount days. The Black Friday, which was first introduced in the United States, represents the first Friday after Thanksgiving day. From a historical perspective, the Black Friday big discount day, which was first used in the 1930s, became more popular after the 1950s. Black Friday, which is seen as an advantage for both consumers and manufacturers or retailers, has spread to several countries after birth in the United States and then spread to the whole world. Black Friday big discount day has started to be implemented in Turkey, where foreign companies and brands have located. Black Friday that started to be implemented by national and international brands in Turkey. Black Friday is incompatible with Turkish / Islamic culture. Therefore Black Friday has been implemented by national and international brands under different names such as Legend Friday, Legend Day, Super Friday, 11.11 etc. in both physical stores and electronic commerce websites in Turkey. In the following periods, different discount days were applied and continue to be applied not only in the Black Friday date range but also in different days of the year. As a result, while brands offer discounted products with special campaigns and promotions on different days of the year (Black Friday, Super Friday, 11.11, etc.), consumers act with hedonic consumption motives, which are focused on emotional behavior, and utilitarian consumption motives, which are focused on logical behavior, in order not to miss the opportunities offered during these big discount days and consumers show purchasing behavior with these consumption motives.

Key Terms in this Chapter

Young Consumers: A persons who are not yet mature and an age group including persons from about 18 years to about 24 years old.

Promotions: Promotions refer to the entire set of activities, which communicate the product, brand, or service to the user.

Hedonic Consumption: It is defined as an emotional or imaginative experience of the product with the effect of taste from the pleasure stage of consumption.

Structural Equation Model: It is a multivariate statistical analysis technique that is used to analyze structural relationships.

Utilitarian Consumption: It refers to the opposite of hedonic consumption in terms of the benefits to be obtained during and after shopping.

Discount Days: It is expressed as the days when the price of a good or service is reduced.

Online shopping: It is the activity or action of buying products or services over the Internet. It means going online, landing on a seller’s website, selecting something, and arranging for its delivery.

Black Friday: The Black Friday, which was first introduced in the United States, represents the first Friday after Thanksgiving Day. From a historical perspective, the Black Friday big discount day, which was first used in the 1930s, became more popular after the 1950s.

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