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The competitive structure of restaurant retailing: the impact of hedonic-utilitarian patronage motives

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  • Brown, James R.

Abstract

This paper investigates the competitive structure of restaurant retailing by developing and testing a conceptual framework that combines household production economics theory with research on hedonic and utilitarian retail patronage. The results generally support this conceptualization. This study contributes to the literature in three ways. First, the theory of household economics provides the missing theoretical rationale for studying the demographic correlates of hedonic versus utilitarian retail patronage motives. Second, this study also provides evidence that the utilitarian motives underlying research on household economics can be meaningfully supplemented by investigating hedonic patronage motives. Finally, this research adds to the literature on restaurant patronage rooted in household economics by studying empirically the role of retail marketing mix variables in restaurant retailing.

Suggested Citation

  • Brown, James R., 2020. "The competitive structure of restaurant retailing: the impact of hedonic-utilitarian patronage motives," Journal of Business Research, Elsevier, vol. 107(C), pages 233-244.
    • Handle: RePEc:eee:jbrese:v:107:y:2020:i:c:p:233-244
    DOI: 10.1016/j.jbusres.2018.09.010
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    3. Umesh Ramchandra Raut & Prafulla Arjun Pawar, 2023. "Analysis of Hedonic and Utilitarian Consumer Values Affecting the Retail Store Image in India," Tržište/Market, Faculty of Economics and Business, University of Zagreb, vol. 35(2), pages 129-143.
    4. Li, Xi & Dahana, Wirawan Dony & Ye, Qiongwei & Peng, Luluo & Zhou, Jiaying, 2021. "How does shopping duration evolve and influence buying behavior? The role of marketing and shopping environment," Journal of Retailing and Consumer Services, Elsevier, vol. 62(C).
    5. Cruz-Cárdenas, Jorge & Guadalupe-Lanas, Jorge & Ramos-Galarza, Carlos & Palacio-Fierro, Andrés, 2021. "Drivers of technology readiness and motivations for consumption in explaining the tendency of consumers to use technology-based services," Journal of Business Research, Elsevier, vol. 122(C), pages 217-225.
    6. Heesup Han & Bo Meng & Bee-Lia Chua & Hyungseo Bobby Ryu, 2020. "Hedonic and Utilitarian Performances as Determinants of Mental Health and Pro-Social Behaviors among Volunteer Tourists," IJERPH, MDPI, vol. 17(18), pages 1-14, September.

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