Studying on the Factors Affecting Consumer Happiness

We believe that consumption is an important area in people's lives and is a basic building block in the organization of our society. Basically, we want consumer happiness to represent the pleasure individuals draw from exchanging their money for goods and services. Therefore we stress the importance of the hedonic perspective of consumption by creating the consumer happiness construct. The theoretical developments utilized within the study are drawn from linguistics. The analysis provides evidence that consumer happiness can be affected by brand, service quality, perceived value and consumer involvement. So the companies and marketers can think over the four ways which is got from the study to improve the level of consumer happiness.