A Study On General Consumptıon Tendencies and Media Viewing Habits of Young People

Consumption, which appears as an indispensable element in meeting human needs, can be shaped by emotional motivations beyond the concept and phenomenon of need. Individuals, who gain continuity in their purchasing behaviour with the influence of consumption culture, can tend towards purchasing behaviour with the influence of advertisements and can make unplanned purchases. In this context, a survey was conducted in the study aiming to determine the media, advertising viewing habits and unplanned purchasing behaviours of young consumers. The study, which has a quantitative research design, focused on young consumers studying at university in Ankara. Analyses were carried out with the data obtained from a total of 464 participants, percentages were presented using descriptive statistics and chi square analysis was applied to determine whether there is a difference between the tendencies of consumers based on gender variable. As a result of the research, a significant difference was found in some statements in terms of gender variable and it was understood that women had a higher tendency to engage in unplanned purchasing behaviour.