IDEAS home Printed from https://ideas.repec.org/a/bbz/fcpbbr/v13y2016i1p92-114.html
   My bibliography  Save this article

An Analysis of the Hierarchy of Goals that Guides the Consumer’s Decision to Attend Shopping Malls: a Contrast Between Men and Women

Author

Listed:
  • Silvana Taschek Hastreiter

    (Pontifical Catholic University of Paraná)

  • Renato Zancan Marchetti

    (Pontifical Catholic University of Paraná)

Abstract

Understanding the hierarchy of goals of the consumer is one of the issues that has guided the efforts of researchers in recent years. The objective of this study is to identify a hierarchy of goals that guides the decision of men and women to visit shopping malls. A study was conducted over a qualitative and a quantitative stage, using the Association Pattern Technique and log-linear model. In the qualitative research, 14 consumers who reside in Curitiba-PR were interviewed resulting in 42 narratives and 90 reports of visits to the mall. In the quantitative stage, with electronic data collection, we obtained a sample of 703 valid questionnaires from consumers of 66 Brazilian cities. We found that men and women go to shopping malls with different motivations and therefore have different goal structures. Men have a more utilitarian motivation, and visit malls with specific goals for the accomplishment of some task. Women, on the other hand, go to malls with more hedonic motivations. They value the comfort and pleasure that malls provide.

Suggested Citation

  • Silvana Taschek Hastreiter & Renato Zancan Marchetti, 2016. "An Analysis of the Hierarchy of Goals that Guides the Consumer’s Decision to Attend Shopping Malls: a Contrast Between Men and Women," Brazilian Business Review, Fucape Business School, vol. 13(1), pages 92-114, January.
    • Handle: RePEc:bbz:fcpbbr:v:13:y:2016:i:1:p92-114
    as

    Download full text from publisher

    File URL: http://bbronline.com.br/index.php/bbr/article/download/165/253
    File Function: Full text
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Leonard Lee & Dan Ariely, 2006. "Shopping Goals, Goal Concreteness, and Conditional Promotions," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 33(1), pages 60-70, June.
    2. Simona Botti & Ann L. McGill, 2011. "The Locus of Choice: Personal Causality and Satisfaction with Hedonic and Utilitarian Decisions," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 37(6), pages 1065-1078.
    3. Yinlong Zhang & Lawrence Feick & Vikas Mittal, 2014. "How Males and Females Differ in Their Likelihood of Transmitting Negative Word of Mouth," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 40(6), pages 1097-1108.
    4. Babin, Barry J & Darden, William R & Griffin, Mitch, 1994. "Work and/or Fun: Measuring Hedonic and Utilitarian Shopping Value," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 20(4), pages 644-656, March.
    5. Heisley, Deborah D & Levy, Sidney J, 1991. "Autodriving: A Photoelicitation Technique," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 18(3), pages 257-272, December.
    6. Mick, David Glen & Buhl, Claus, 1992. "A Meaning-Based Model of Advertising Experiences," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 19(3), pages 317-338, December.
    7. Garbarino, Ellen & Strahilevitz, Michal, 2004. "Gender differences in the perceived risk of buying online and the effects of receiving a site recommendation," Journal of Business Research, Elsevier, vol. 57(7), pages 768-775, July.
    8. Park, C Whan & Smith, Daniel C, 1989. "Product-Level Choice: A Top-Down or Bottom-Up Process?," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 16(3), pages 289-299, December.
    9. Stijn Osselaer & Suresh Ramanathan & Margaret Campbell & Joel Cohen & Jeannette Dale & Paul Herr & Chris Janiszewski & Arie Kruglanski & Angela Lee & Stephen Read & J. Russo & Nader Tavassoli, 2005. "Choice Based on Goals," Marketing Letters, Springer, vol. 16(3), pages 335-346, December.
    10. Michon, Richard & Chebat, Jean-Charles, 2004. "Cross-cultural mall shopping values and habitats: A comparison between English- and French-speaking Canadians," Journal of Business Research, Elsevier, vol. 57(8), pages 883-892, August.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Diedericks, Lizette & Erasmus, Alet C. & Donoghue, Suné, 2020. "Now is the time to embrace interactive electronic applications of Association Pattern Technique," Journal of Retailing and Consumer Services, Elsevier, vol. 56(C).

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Wagner, Tillmann & Rudolph, Thomas, 2010. "Towards a hierarchical theory of shopping motivation," Journal of Retailing and Consumer Services, Elsevier, vol. 17(5), pages 415-429.
    2. Lo, Ada & Qu, Hailin, 2015. "A theoretical model of the impact of a bundle of determinants on tourists’ visiting and shopping intentions: A case of mainland Chinese tourists," Journal of Retailing and Consumer Services, Elsevier, vol. 22(C), pages 231-243.
    3. Jamal, Ahmad & Peattie, Sue & Peattie, Ken, 2012. "Ethnic minority consumers' responses to sales promotions in the packaged food market," Journal of Retailing and Consumer Services, Elsevier, vol. 19(1), pages 98-108.
    4. Chebat, Jean-Charles & Morrin, Maureen, 2007. "Colors and cultures: Exploring the effects of mall decor on consumer perceptions," Journal of Business Research, Elsevier, vol. 60(3), pages 189-196, March.
    5. Ernest Emeka Izogo & Chanaka Jayawardhena, 2019. "Building committed online shoppers through shopping goals and switching cost," Journal of Marketing Analytics, Palgrave Macmillan, vol. 7(3), pages 127-140, September.
    6. Byun, Jaemun & Jang, SooCheong (Shawn), 2015. "Effective destination advertising: Matching effect between advertising language and destination type," Tourism Management, Elsevier, vol. 50(C), pages 31-40.
    7. Jackson, Vanessa & Stoel, Leslie & Brantley, Aquia, 2011. "Mall attributes and shopping value: Differences by gender and generational cohort," Journal of Retailing and Consumer Services, Elsevier, vol. 18(1), pages 1-9.
    8. Davis, Robert & Smith, Sandra D. & Lang, Bodo U., 2017. "A comparison of online and offline gender and goal directed shopping online," Journal of Retailing and Consumer Services, Elsevier, vol. 38(C), pages 118-125.
    9. Violeta Dimitrova (ed.), 2018. "Commerce 4.0 - Science, Practice And Education," Conferences of the department "Economics and Management of Trade", Publishing house "Science and Economics" Varna, number 1.
    10. Babin, Barry J. & James, Kevin W. & Camp, Kerri & Jones, Robert Paul & Parker, Janna M., 2019. "Pursuing personal constructs through quality, value, and satisfaction," Journal of Retailing and Consumer Services, Elsevier, vol. 51(C), pages 33-41.
    11. Barari, Mojtaba & Ross, Mitchell & Surachartkumtonkun, Jiraporn, 2020. "Negative and positive customer shopping experience in an online context," Journal of Retailing and Consumer Services, Elsevier, vol. 53(C).
    12. Daniele Scarpi, 2021. "A construal-level approach to hedonic and utilitarian shopping orientation," Marketing Letters, Springer, vol. 32(2), pages 261-271, June.
    13. Ben Mimoun, Mohammed Slim & Poncin, Ingrid, 2015. "A valued agent: How ECAs affect website customers' satisfaction and behaviors," Journal of Retailing and Consumer Services, Elsevier, vol. 26(C), pages 70-82.
    14. Thomas, Sujo & Jadeja, Ashwin, 2021. "Psychological antecedents of consumer trust in CRM campaigns and donation intentions: The moderating role of creativity," Journal of Retailing and Consumer Services, Elsevier, vol. 61(C).
    15. Artigas, Enrique Marinao & Moraga, Eduardo Torres & Yrigoyen, Coro Chasco, 2014. "Satisfação: determinante da familiaridade do destino turístico," RAE - Revista de Administração de Empresas, FGV-EAESP Escola de Administração de Empresas de São Paulo (Brazil), vol. 54(4), July.
    16. Nigam, Achint & Dewani, Prem & Behl, Abhishek & Pereira, Vijay, 2022. "Consumer’s response to conditional promotions in retailing: An empirical inquiry," Journal of Business Research, Elsevier, vol. 144(C), pages 751-763.
    17. Geri Wijnen & Astrid Kemperman & Ingrid Janssen, 2011. "Shopping behaviour and attribute evaluation of expatriates - a cross-cultural study," ERES eres2011_70, European Real Estate Society (ERES).
    18. Harris, Patricia & Dall’Olmo Riley, Francesca & Hand, Chris, 2018. "Understanding multichannel shopper journey configuration: An application of goal theory," Journal of Retailing and Consumer Services, Elsevier, vol. 44(C), pages 108-117.
    19. Krey, Nina & Picot-Coupey, Karine & Cliquet, Gérard, 2022. "Shopping mall retailing: A bibliometric analysis and systematic assessment of Chebat's contributions," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
    20. Sebald, Anna Kathrin & Jacob, Frank, 2018. "Help welcome or not: Understanding consumer shopping motivation in curated fashion retailing," Journal of Retailing and Consumer Services, Elsevier, vol. 40(C), pages 188-203.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:bbz:fcpbbr:v:13:y:2016:i:1:p92-114. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sarah Lasso (email available below). General contact details of provider: https://edirc.repec.org/data/fucapbr.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.