Originality/value – There is limited research to examine role of promotions used by mall retailers in attracting footfalls in Indian malls. (2020) investigated shopping motivation with respect to online purchase behaviour in Germany during the COVID-19 pandemic, finding that hedonic motivation was the strongest predictor of intention to purchase in an online apparel scenario, followed by utilitarian and normative motives. Retailers need to match their promotional offers according to price sensitivity and shopping motives of consumers. Promotions can be used by retailers to convey value and attract price conscious consumers.
Practical implications – The findings can be useful to mall retailers for designing promotions to increase footfalls and sales. Promotions offered by branded and non‐branded retailers in malls were not examined. Hedonic shopping is viewed as a positive experience where consumers may enjoy an emotionally satisfying. For them, shopping can be hedonicit is fun. In contrast, some consumers enter malls with ma inly non-utilitarian motives. Future research can include all the items of price perception scale to understand its applicability on Indian sample. shopping is work, where main motivation is to purchase pr edetermined goods as quickly as possible. Research limitations/implications – Only three constructs of price perception scale were used for the research.
Age, education, and income influence consumers' attitude towards promotions. Findings – Results suggest that consumers' attitude towards mall retailers' promotional strategies is influenced by shopping values and price consciousness, deal proneness, and coupon proneness. Convenience sampling method was used to target metropolitan and non‐metropolitan cities for data collection. Design/methodology/approach – Data were collected through mall intercept technique in six cities across India. Utilitarian buying motives include convenience-seeking, variety seeking. Effect of price discounts, gifts, coupons, and rebates offered by mall retailers to attract store traffic were examined. KEYWORDS: hedonic shopping value, perceived benefits in online shopping. Additionally, a flat shot of the item, close-up of Typical e-commerce designs do not take into consideration hedonic shopping motives. Purpose – The current research aims to explore influence of shopping motives and price perceptions on Indian consumers' attitude towards mall retailer promotions. For instance, product images for apparel will include a model facing forwards, sideways and backwards to show the piece of clothing from different points of view. Based on the results, retail specific strategies are provided along with future research directions.Influence of price perception and shopping motives on Indian consumers' attitude towards retailer promotions in malls Influence of price perception and shopping motives on Indian consumers' attitude towards retailer.Īrpita Khare Dhiren Achtani Manish Khattar On the other hand, adult women are motivated by combined hedonic and utilitarian values manifested in self-gifting and impulse buying within an effectively planned and managed shopping trip. For teenagers, the main motivation was related to the utilitarian aspect due to their financial dependence and the special opportunity to stand out of their peer group by joining an event that is exclusively held for adult women.
HEDONIC SHOPPING MOTIVES INCLUDE DRIVERS
The phenomenological interview results highlight differences within the motivational drivers of pleasure-oriented shopping for the two age groups. By building on phenomenological methodology, this study also portrays the ways this shopping event has changed consumer society within an originally strongly utilitarian attitude driven Hungarian culture. 2.2 Hedonic Shopping Motivation The hedonic purchasing motive is related to the emotional needs of individuals for a pleasant and inte-resting shopping experience (Bhatnagar and Ghosh, 2004). After the introduction of relevant consumer behaviour concepts and theoretical frameworks, the paper presents a qualitative research on adult and adolescent female consumers' shopping experiences during Glamour Days. Therefore, apart from social factors, it can be said that evaluation of atmospheric cues in retail environment differs with respect to shopping motivation. This signifies the importance of social factors in retail environment. The study encompasses a variety of related conceptualizations such as hedonic/utilitarian shopping values, self-gifting as well as impulsive buying practices. Consumers both with hedonic shopping motives and utilitarian shopping motives evaluate social factors as equally important. The paper examines the motivational drivers behind the participation of Hungarian consumers on a special shopping event, also known as Glamour Days.
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