Bülent ÖZSAÇMACI, Dursun YENER, Tolga DURSUN

Hedonizm, Hedonik Tüketim Ve Tüketimde Materyalist Eğilimler Üzerine Bir Araştırma

Modern pazarlama yaklaşımı, tüketicilerin farklı özelliklerini de göz önüne alarak, talepler ve ihtiyaçlar üzerine odaklanmaktadır. Tüketicileri alışverişe yönlendiren nedenlerin tespiti ve bunun yanı sıra hangi pazarlama çabalarının tüketiciler üzerinde daha etkili olduğunun ortaya çıkartılması tüketici literatürü kapsamında üzerinde durulan konulardandır. Hedonizm, genel olarak hayatın her alanında kişinin haz odaklı hareket etmesi anlamını taşımaktadır. Hedonik tüketimin günümüze kadar nasıl şekillenerek geldiğini algılayabilmek için haz kavramın da anlaşılması gerekir. Tüketim olgusunun tek bir değerlendirme boyutuyla ele alınarak tüketici davranışlarının analiz edilmesi ilgili araştırma konusunun, bilimsel bakış açısını sınırlandırıcı bir rol üstlenebilir. Çok yönlü olan insan öğesinin hem materyalist hem de hazcı bir şekilde ele alınarak irdelenmesi tüketici davranışlarına yönelik tespitlerin daha sağlıklı bir şekilde yapılmasını sağlayacaktır. Bu durum aynı zamanda işletmelerin ve pazarlama yöneticilerin pazarlama çabalarını geliştirirken de daha verimli ve etkili stratejiler ortaya koymalarına vesile olacaktır. Çalışmada toplam 318 katılımcıdan elde edilen verilen çeşitli istatistikî analiz yöntemleriyle incelenmiş ve hedonik tüketim ile materyalist eğilimler arasındaki ilişki ortaya konmaya çalışılmıştır. Araştırmada kullanılan ölçeklerin yeterli güvenilirlik seviyesine sahip olduğu yapılan analizler sonucunda tespit edilmiştir.

A Research On Hedonism, Hedonic Consumption And Materialist Trends in Consumption

The modern marketing approach focuses on demands and needs of consumers while taking into account the different characteristics of them. Determining the reasons that lead consumers to shopping, as well as determining which marketing efforts are more effective on consumers, are among the topics covered by the consumer literature. Hedonism generally means that in every aspect of life a person acts in a sense of pleasure. In order to understand how hedonic consumption has been shaped up to today, it is necessary to understand the concept of pleasure. The analysis of consumer behavior can play a limiting role in the scientific point of view of the relevant research topic by considering the consumption phenomenon in a single evaluation dimension. The analysis of the multi-faceted human element in both materialist and nutritious ways will help to make the determinations for consumer behavior healthier. This will also lead businesses and marketing managers to develop more efficient and effective strategies while improving their marketing efforts. The data obtained from 318 participants were examined by various statistical analysis methods and the relationship between hedonic consumption and materialism trends was determined. It was found that the scales used in the study had a sufficient level of reliability.

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