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An Empirical Study on Shopping Motivation among Generation Y Indian

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  • Sushant Kumar
  • Pradip Sadarangani

Abstract

The purpose of the study is to examine the relationship between shopping motivation and purchase intention. This study examines the impact of antecedents of utilitarian motivation and hedonic motivations on purchase intention among Generation Y Indian. The study follows the quantitative approach and collects the data through the survey questionnaire. A total of 229 responses are collected and analysed by using the structural equation modeling. Both hedonic motivations and utilitarian motivations are found to be influencing the purchase intention of foreign brand clothing. The antecedent of utilitarian motivations customized advertisements, and convenience and the antecedent of hedonic motivations adventure, authority and status are found to be significant. The findings are applicable to marketers as while designing the integrated marketing communications, management may emphases the hedonic dimensions of adventure, authority and status along with the utilitarian dimensions of customized advertisements and convenience for greater impact on consumers. The study contributes to the theory of shopping motivation and generational approach in marketing. The article adds value to the literature not only by validating previous work but also by offering new insights into shopping motivation and Generation Y India.

Suggested Citation

  • Sushant Kumar & Pradip Sadarangani, 2021. "An Empirical Study on Shopping Motivation among Generation Y Indian," Global Business Review, International Management Institute, vol. 22(2), pages 500-516, April.
    • Handle: RePEc:sae:globus:v:22:y:2021:i:2:p:500-516
    DOI: 10.1177/0972150918807085
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    References listed on IDEAS

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    1. Noble, Stephanie M. & Haytko, Diana L. & Phillips, Joanna, 2009. "What drives college-age Generation Y consumers?," Journal of Business Research, Elsevier, vol. 62(6), pages 617-628, June.
    2. Ned Kock & Lebrian Gaskins, 2014. "The Mediating Role of Voice and Accountability in the Relationship Between Internet Diffusion and Government Corruption in Latin America and Sub-Saharan Africa," Information Technology for Development, Taylor & Francis Journals, vol. 20(1), pages 23-43, January.
    3. Gilles Laurent & Pierre Chandon & Brian Wansink, 2000. "A Benefit Congruency Framework of Sales Promotion Effectiveness," Post-Print hal-00458440, HAL.
    4. O'Cass, Aron & Siahtiri, Vida, 2013. "In search of status through brands from Western and Asian origins: Examining the changing face of fashion clothing consumption in Chinese young adults," Journal of Retailing and Consumer Services, Elsevier, vol. 20(6), pages 505-515.
    5. LAURENT, Gilles & CHANDON, Pierre & WANSINK, Brian, 2000. "A benefit congruency framework of sales promotion effectiveness," HEC Research Papers Series 698, HEC Paris.
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    Cited by:

    1. Jianfang Liang & Jingjun Li & Qinyuan Lei, 2022. "Exploring the Influence of Environmental Values on Green Consumption Behavior of Apparel: A Chain Multiple Mediation Model among Chinese Generation Z," Sustainability, MDPI, vol. 14(19), pages 1-26, October.
    2. Imran Khan & Furrukh Bashir & Rashid Ahmad & Muhammad Ayub, 2021. "Shopping Motivation and Green Consumption: A Study about Green Buying Behavior of Pakistani Consumers," iRASD Journal of Management, International Research Alliance for Sustainable Development (iRASD), vol. 3(3), pages 233-242, December.

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