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Abstract


THE CONSUMER BEHAVIOR OF UNIVERSITY YOUTH A SOCIOLOGICAL VIEW WITH KIRIKKALE UNIVERSITY SAMPLE

The subject of this study is consumption behaviors of university students. People have to consume to live. Consumption, as a habit, covers almost all of the daily lives of individuals. The shape and content of consumption have changed over time and have become present. Today, there is a consumption habit that real and false needs are intertwined. Young people tend to consume more depending on the social and psychological characteristics of their maturation period. For this reason, young people are becoming the target of producers. University youths are the attracted ones among young people. Because the young people who continue their education in different cities, become independent from their families by managing their own economies. This requires university youth to make their own decisions about consumption. Producers who realize that these fyoung people are marking their own decisions, expose them with mass media and advertisements. From this point of view, it was aimed to show whether there are similarities and differences between the male and female students in terms of consumption and consumption behaviors, what are these differences, and the role of gender perception in this study. The study is important in terms of perceiving consumption and life forms of young people. Because young people are adults of the future. Firstly, the concept of consumption is defined in the study. Then, the development of the consumption society, consumption behavior and the situation of the youth in the consumption society were discussed. Finally, data obtained from the field were analyzed and consumption behaviors of university students were evaluated with a sociological point of view. Qualitative research method was used to examine consumption behaviors of university students. A total of 28 students (20 girls and 8 boys) underwent semi-structured interviews. During the interviews, the subjects such as the view of consumption, how they prefer shopping, how often they prefer to buy, what they pay attention to when buying the product, and what the product means for them are examined. At the end of the study, it was seen that male students considered consumption as meeting their basic needs and consumed them based on those needs. On the other hand, female students described consumption as meeting their basid needs and spending Money and it was seen that female students ar ego towards hedonic consumption



Keywords
Consumption, consumption behaviors, youth consumption, gender.



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