A Comparative Study Of Hedonistic-Consumerism Values Between Dink And Non-Dink Couple In Mumbai.

Abstract

Research on the hedonistic-consumerism values of couples has the potential to provide useful insights into a variety of aspects of consumer behavior, relationship dynamics, and societal trends. In the context of decisions regarding purchasing and lifestyle, the values of hedonism and consumerism refer to the priorities of pleasure, enjoyment, and self-indulgence over other considerations. The examination of these principles within the context of married couples has the potential to shed light on several crucial aspects. The present study is based on four parameters of hedonistic-consumerism values. These four parameters are Self-Enhancement, Entertainment and fun, Curiosity and Change, and Consumption Style. Research is based on primary data collected through the survey method. The stratified random sampling method is used for collection of data. A sample of 175 respondents is obtained. For analysis of data, SPSS is used. In the process of analysis of data, descriptive and inferential statistics are obtained. To check the reliability of the scale, Cronbach Apha test is applied.