HEDONIC MOTIVATIONS AMONG UZBEK CONSUMERS
Jamshid Ganijonovich JalilovMarketing" department Tashkent state university of economics, Uzbekistan
ABI
Аннотация
The study aims to explore the hedonic motivations among Uzbek consumers. In addition, the effects of pleasure, fashion status, income level and age on the hedonic motivations are investigated. This paper uses 30 items questionnaire. The analysis is done based on 158 returned and usable questionnaires. Multivariate analysis of variance and analysis of variance are applied for this study. MANOVA results show that income level and age have different significant effects on hedonic motivations among Uzbek consumers.
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