INVESTIGATION OF DISCOUNTED PRODUCTS IN TERMS OF HEDONIC CONSUMPTION AND UTILITARIAN CONSUMPTION

Abstract

The main purpose of discounts is to accelerate consumer purchases and reduce inventory levels. These discounts are designed to meet consumers’ needs and provide them with benefits and enjoyment and satisfaction. With this in mind, the purpose of this study is to examine the impact of discounting strategies, a widely used sales promotion technique, on consumer buying behavior, specifically whether they influence decision-making in a utilitarian or hedonic way. Data for the research were collected using semi-structured interview method. A total of 16 volunteers who were randomly selected and informed about the subject between 01.09.2023-01.12.2023 in Ataşehir, Kadıköy and Üsküdar districts of Istanbul province participated.The findings from the descriptive analysis show that consumers generally have a utilitarian approach rather than a hedonic approach when purchasing discounted products. It was also observed that female consumers have a more utilitarian attitude than male consumers. In addition, consumers under the age of 30 prefer discounted products more. As a result, the study reveals that consumers tend towards utilitarian buying behavior when choosing discounted products and prefer to highlight the benefits of these products.