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Hedonism and Culture: Impact on Shopper Behaviour

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  • Kaul Subhashini

Abstract

Increasingly consumer shopping behaviour is being seen from the holistic perspective of the entire shopping experience. The experiential view of shopping takes a far more holistic approach to the consumption process, right from involvement to post purchase usage, and incorporates the hedonistic perspective into the existing, primarily cognitive- rational information processing view of consumption. Hedonic shopping value refers to the sense of enjoyment and pleasure that the consumer receives from the entire buying experience associated with shopping at a store and this value perception could vary depending on individual shopping orientations, the cultural orientations as well as the economic and competitive environment in which the consumer shops. This paper attempts to understand the impact of all three factors on the purchase behaviour of shoppers by examining hedonic value across different product categories signifying different shopping orientations; across culturally distinct countries; across developing and developed economies; and across different stages of retail evolution.

Suggested Citation

  • Kaul Subhashini, 2006. "Hedonism and Culture: Impact on Shopper Behaviour," IIMA Working Papers WP2006-10-04, Indian Institute of Management Ahmedabad, Research and Publication Department.
    • Handle: RePEc:iim:iimawp:wp01984
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    Cited by:

    1. Pramono Hari Adi & Faizal Wihuda & Wiwiek Rabiatul Adawiyah, 2017. "The Role of Social Media Browsing Intention for Behavioral Outcomes of Young Consumers," Tržište/Market, Faculty of Economics and Business, University of Zagreb, vol. 29(1), pages 39-57.
    2. Bahtýþen Kavak & Canan Eryiðit & Öznur Özkan Tektaþ & Pýnar Baþgöze, 2010. "Effects Of Hedonic - Utilitarian Motives And Life Style On Attitudinal-Behavioral Loyalty," Bogazici Journal, Review of Social, Economic and Administrative Studies, Bogazici University, Department of Economics, vol. 24(1+2), pages 21-40.
    3. Bakae Aubrey Mokoena & Eugine Tafadzwa Maziriri, 2017. "A Regression Analysis of Generation Y Female Students' Perceptions on Social Risk, Buying Behaviour and Apparel Store Choice," Journal of Economics and Behavioral Studies, AMH International, vol. 9(1), pages 157-165.
    4. MULLICK Naushadul Haque, 2013. "Enhancing The Image & Brand Equity Of A Shopping Mall," Studies in Business and Economics, Lucian Blaga University of Sibiu, Faculty of Economic Sciences, vol. 8(3), pages 72-81, Decembre.
    5. Abdul Ghafar Ismail & Nurfaradilla Haron, 2014. "Happiness in Economics as Understood Across Ism and Religion," SAGE Open, , vol. 4(4), pages 21582440145, December.

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