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ABSTRACT
THE ROLE OF TELEVISION IN THE HEDONIC CONSUMPTION
BEHAVIOUR: A CASE STUDY IN STUDENTS OF SULEYMAN DEMIREL
UNIVERSITY
Şefika ÖZDEMĐR
Süleyman Demirel University, Department of Business Administration, Master
Thesis, 126 pages, June 2007
Supervising Professor: Assoc. Prof. Dr. Nurhan PAPATYA
In today’s world, consumption attains a different dimension because of the
tranformations in fast developing areas of technology, communication and
informatics. Consumers gradually tend to the consumption for having pleasure from
the consumption for filling basic needs. In this context, hedonic consumption concept
looms large. Hedonic consumption states that consumption is implemented by reason
of emotional facet of products, fantasy and daydream that products arouse.
Consumers are gratified by emotional facet of products in hedonic consumption.
Intensive feelings of consumers forestall the economic or utilitarian purchasing
decision. The television and advertising sector have supportive characteristics to
hedonic consumption evoked by emotions and fancy. With the intense orientation,
people in front of the screen, turn into a person seeking pleasure in every field of
life. People are directed to consumption by television programme with their funfocused,
pleasure-focused content and programme content
mode of life.
that commend better
In this thesis, consumption concept with the varying purport for consumer
changing consumer behaviour, constitution of consumer culture that induces hedonic
consumption propensity of consumer, television which estranges people from the
feeling of reality by offering fantasia and aspiration were studied. In this context, a
survey study concerning the role of television in the hedonic consumption behaviour
of student of Süleyman Demirel University were studied and the results were
interpreted.
Key Words: Consumption, Consumption Culture, Consumer Behaviour,
Hedonic Consumption, Television.