EMOTIONAL SATISFACTION PROVIDED BY RATIONAL UTILITY

Year 2019, Volume: 12 Issue: 2, 914 - 939, 27.07.2019

Yelda Ülker , Mevlüt Sedat Dönmez Nurhan Tosun

https://doi.org/10.18094/josc.596261

Cited By: 1

Abstract

Nowadays, it is thought that consumers get some emotional benefits such as success, entertainment and enjoyment from economic, diversity and functional characteristics.Within the scope of the research carried out in this direction, hedonic results caused by the factors such as easy, fast access of the product for the rational benefit, the appropriateness of the price, the last trend, the satisfaction of the guarantee scope, the sufficiency of the product variety, the ease of payment and the quality of the customer services were examined. In this context, 306 female and male consumers were interviewed face to face in Isparta province. At the end of the research, although there are differences between the evaluation criteria and demographic variables in terms of consumption rates of individuals, it is estimated that rational consumption processes in general can achieve a hedonic satisfaction.

Keywords

Rational and emotional utility, consumption, consumer, emotion, brand.

RASYONEL FAYDANIN SAĞLADIĞI DUYGUSAL TATMİN

Abstract

Günümüzde tüketicilerin ekonomik oluşa,
çeşitliliğe, işlevsel özelliklere göre yaptıkları alışverişten, başarı,
eğlence, keyif alma gibi birtakım duygusal faydalar da elde ettikleri düşünülmektedir.
Bu doğrultuda gerçekleştirilen araştırma kapsamında rasyonel faydaya yönelik
ürünün kolay, hızlı erişebiliyor olması, fiyatının uygunluğu, son trendi
yakalamış olması, garanti kapsamının tatmin edici olması, ürün çeşitliliğinin
yeterliliği, ödeme kolaylığı ve müşteri hizmetlerinin kalitesi gibi unsurların
bireylerin tüketim süreçlerinde meydana getirdiği hedonik sonuçlar
irdelenmiştir. Bu kapsamda Isparta ilinde 306 kadın ve erkek tüketiciyle yüz
yüze anket uygulaması gerçekleştirilmiştir. Araştırma sonucunda bireylerin
tüketim oranları özelinde değerlendirme kriterleri ve demografik değişkenler
arasında farklılıklar meydana gelmiş olsa da genel anlamda rasyonel tüketim
süreçleri sonucunda hedonik bir tatmin elde edebileceği tahmin edilmektedir.

Keywords

Rasyonel ve duygusal fayda, tüketim, tüketici, duygu, marka

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