A Study on the Impact of Hedonic Shopping Value on Impulse Buying among Consumers in Kolkata

By Chaudhuri, Sumana | Researchers World, April 2015 | Go to article overview

A Study on the Impact of Hedonic Shopping Value on Impulse Buying among Consumers in Kolkata


Chaudhuri, Sumana, Researchers World


ABSTRACT

In India, the shopping environment has been changed from the primitive or the unorganized retail shops to the modern day's retail stores and the shopping malls. It has been observed that the consumer behaviour changes, with the change in the shopping environment. As the retail environment is experiencing a huge change with the introduction of new formats and the entry into retail industry by the global investors there is a huge scope for research and analysis and thus it is necessary to understand the impulse buying behaviour of the consumers in such an environment. The purpose of the present study was to investigate the impulse buying behaviour of the Indian shoppers when they visited the shopping malls or the retail outlets. The major objectives of this study are to examine the impact of hedonic shopping value on the impulse buying and the effect of demographic characteristics (age, income and gender) of the customers on impulse buying behaviour. Data was collected using survey method from the customers present in three different zones (i.e. north, south and central) of Kolkata, India. Both impulse buying and hedonic shopping value emerged as bidimensional. The results of this study provided an in-depth understanding of the hedonic shopping value and how it influenced the impulse buying. The findings also provided an important understanding of the impact of demographics (age, income and gender) on impulse buying. As this study is exploratory in nature, certain limitations are identified and based on that suggestions are offered for future research.

Keywords: Hedonic Shopping Value, Impulse Buying, Indian Retail Sector.

INTRODUCTION:

The shopping environment has been changed from the primitive or the unorganized retail shops to the modern day's retail stores and shopping malls. It has been observed that the consumer behaviour changes, with the change in the shopping environment (Sinha & Uniyal, 2005). As the retail environment is experiencing a huge change with the introduction of new formats and entry into retail industry by the global investors, there is a huge scope for research and analysis. Thus it is necessary to understand the impulse buying behaviour of the consumers in such an environment. Research on impulse buying behaviour has been conducted in numerous contexts but very few empirical researches exist about the Indian consumers' impulse buying behaviour. As the shopping malls or the retail outlets are growing at a rapid rate, the Indian retail business houses should understand the behav ioural changes in the consumers towards shopping at shopping malls. The shoppers who enjoy shopping involve in more of exploratory shopping in these shopping malls. The fact that the consumers' enjoy shopping is a good news for these modern retail formats and the shopping malls. These modern retail formats and the shopping malls along with store promotions are likely to encourage impulse buying. Therefore, it is necessary for the retailers to find out ways to attract the consumers and understand their tende ncy to impulse buy (Sinha & Banerjee, 2004). This study would concentrate on the impulse buying behaviour of the consumers when they visited the shopping malls or the retail outlets. The study would also explore the consequences of hedonic shopping value that lead to changes within the store activities (impulse buying) and how these change with the change in demographics (age, income and gender).

HEDONIC SHOPPING VALUE:

Previous research on shopping values focused mostly on the utilitarian part of shopping (Bloch & Bruce, 1984). There was a lack of research in examining the hedonic shopping value when compared to the utilitarian shopping value (Sherry, 1990). Babin, Darden and Griffin (1994) defined hedonic shopping value as the perceived entertainment and the emotional worth provided through shopping experience. Research studies have recognized and included fun, pleasure, recreation, freedom, fantasy, increased arousal, heightened involvement, new information, escape from reality, and others in hedonic shopping value (Darden & Reynolds, 1971; Tauber, 1972; Hirschman & Holbrook, 1982; Babin, Darden & Griffin, 1994). …

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