Abstract
Objective: The purpose of this paper is to deal with consumers' demographic characteristics encompassing consumers' gender, age and education level. The study sought to evaluate Iranian buyers' hedonic consumption and brand commitment in mobile market, serving as important issues in consumers' behavior, in terms of age, gender and level of education. Design / methodology / approach: In Total, 384 Iranian purchasers (108 males and 276 females) completed questionnaires. structural equation modeling analysis was used to examine demographic characteristics on brand commitment and hedonic consumption in purchasing Mobile phones Finding: By testing the hypotheses, it became evident that variables of gender and education had impacts on buyers' hedonic consumption and brand commitment but the age remained ineffective. Research limitation: One of the most important factors affecting hedonic consumption is the price since the hedonic consumption occurs when commodities are not expensive, accordingly, fewer respondents have experienced hedonic consumption for the mobile phones. Practical implication: Using the results of this study and other similar studies and also identifying personal characteristics effective in purchasing mobile phones, marketers, producers, companies advertising departments and retailers can consider other relevant factors, including specific characteristics of the product, in order to attract a specific group of consumers (men or women, according to their education levels and ages) to a particular model of their product and consequently help increase that product sales and marketing. Originality / value: The issue of hedonic consumption and brand commitment has received little attention among consumers' behavior studies. And there is little research on consumers' age, education and gender in their purchasing behavior and the results provide views for marketers to apply into targeted market.