A HEDONISTIC APPROACH TO CONSUMER BEHAVIOR DURING THE ECONOMIC CRISIS

The article aims to study the hedonic consumption by taking a deeper understanding of how consumers choice and emotions have been affected by the economic crisis. The research goals are to identify the main factors that influenced the consumer`s purchases (price, income, sales and promotions). As expected the results showed that the economic crisis affected the level of pleasure felt when buying and the budget for shopping. Also the consumer becomes more sensitive to the products prices, sales and promotions. .