Analyzing the Effect of Utilitarian and Hedonic Consumption on Fashion Leadership in the Apparel Sector

Relationship among consumers' consumption styles, hedonic / utilitarian consumption and fashion leadership is analysed in this study, therefore descriptive and relational research methods are preferred. In this framework, it is trying to be determined the relationship between hedonic /utilitarian consumption and fashion leadership. After analyzing the relationship between the variables of the study, clustering analysis is performed on the basis of the variables discussed. In the study, fashion leadership is handled as fashion innovation and fashion opinion leadership whereas consumption style is examined as hedonic and utilitarian consumption. The sample of the research is composed of consumers who are over 18 years old. The sample of the research consists of 450 units and this sample size is determined according to the confidence interval formula. The survey's data collection technique is a structured questionnaire. Research participants were selected by easy sampling method. The research data were collected through dual conversation pollster with volunteer participants. The obtained data were analyzed by descriptive and interpretive multivariate statistical analysis techniques, structural equality model was used to test research hypotheses. In addition, the natural cluster constants of the units were tested by k-means clustering analysis. As a result of the analyzes, we found that hedonic consumption had an effect on buying fashion products, trendiness and fashion opinion leadership. We also found that utilitarian consumption had no effect on buying fashion products and trendiness whereas it had an significant effect on fashion opinion leadership. Finally we found three cluster structures as a result of K-means clustering analysis.