The Effect of Unplanned Purchasing on Hedonic and Compulsive Purchase in the Scope of Consumer Purchase Behavior

Consumer behavior is an area that businesses and retailers need to closely monitor to sustain success in constantly changing and evolving markets. In increasingly competitive environments, it is of vital importance to systematically and accurately investigate, and even guide, irrational consumer purchasing behaviors (such as unplanned purchases, hedonic purchases, and compulsive buying). Understanding the differences in consumers' purchasing behaviors and the reason behind these differences helps businesses effectively plan their marketing strategies. In this context, the aim of the study is to contribute to the literature by examining the impact of unplanned buying behavior on hedonic buying and compulsive buying, as well as the relationship between these three variables. The sample for the research consists of students from the Faculty of Economics and Administrative Sciences at Selçuk University during the 2023-2024 fall semester. The study conducted a survey with 401 students using a convenience sampling method. The results of the research indicate that unplanned buying has a significant and positive effect on both hedonic and compulsive buying behaviors. The data obtained from the research hold significant importance as a guide for businesses and researchers.