Abstract

The aim of the research is to examine the relationship between consumer involvement and product knowledge level with utilitarian (smartphone) and hedonic (cosmetic) products and their purchasing decisions. In this study, data were collected by using survey method which is widely used in data collection in marketing researches. The research was conducted with 456 university students. Factor analysis, independent t test, one way variance (ANOVA) and correlation analysis were used in the study. When the results of the research were examined, it was found out that the perception of the men was statistically high for the interest, hedonic value, the importance of perceived risk and the product knowledge levels for information search and purchasing intention factors. In research on cosmetic products, involvement in consumer interest variable, hedonic value and sign value factors of products and product knowledge level, perception of women in information search and purchase intention were significantly higher.