Las características de los Dinki´s: factores de hedonismo y utilitarismo influyentes en el comportamiento de consumo
Objective The purpose of the following investigation is to determine the hedonistic and utilitarian characteristics of the Dinki and the relationship with the consumption behavior. Methodology The methodological design was quantitative, exploratory and descriptive studying the Dinki´s lifestyle, from the instrument the degree of hedonism and utilitarianism was studied, performed on 224 individuals with the characteristics of Dinkis (Double income, no children), in the municipalities of Colima and Villa de Álvarez. The instrument consisted of a survey with a semantic differential scale, which evaluates two opposite adjectives to identify hedonism and utilitarianism (Batra and Ahtola, 1991) composed of five statements with four items for hedonism and four items for utilitarianism. The validity was analyzed to determine its consistency using the SPSS statistical program, the quality was considered adequate, the scale had a Cronbach's alpha of α = 0.932. Contribution. A model is proposed to show the relationship of the variables, as well as the data obtained that determine the hedonistic or utilitarian characteristics and their relationship with their purchasing behavior, using a Principal Components Analysis and a regression.