Hedonic and utilitarian shopper types in evolved and created retail agglomerations

Abstract

Interestingly, a higher share of hedonists visited the shopping mall. Overall, they make more shopping trips to agglomerations, stay there longer, visit more stores and -depending on the agglomeration format -spend less than or the same amount as utilitarians. Finally, we see that those customers who are attracted by agglomerations because of atmospheric and price stimuli are typical hedonists.

Influence of hedonic and utilitarian values in determining attitude towards malls: A case of Indian small city consumers

“…Shopping involves not only the functional components but also involves seeking pleasure, socialization, information and self gratifi cation ( Sheth et al , 1999 ). The results are in tandem with earlier research that suggests that malls make shopping a relaxing, self-gratifying, entertaining and emotional activity ( Westbrook and Black, 1985 ;Dawson et al , 1990 ;Babin et al , 1994 ;Kang and Kim, 1999 ;Rintam ä ki et al , 2006 ;Millan and Howard, 2007 ;Teller et al , 2008 ) and that psychological factors play an important role in shopping behaviour and consumers ' attitudes towards malls ( Bloch et al , 1994 ;Donovan et al , 1994 ;Millan and Howard, 2007 ). Shopping malls with food courts, shopping areas, cinema theatres and gaming areas cater to different consumer age groups.…”

“…Westbrook and Black (1985) posit that some shopping motives are utilitarian in nature whereas others are hedonic. The utilitarian and hedonic values have been the focus of much interest and research Batra and Ahtola, 1991 ;Babin et al , 1994 ;Wang et al , 2000 ;Millan and Howard, 2007 ;Teller et al , 2008 ). Consumer values have been broadly termed as utilitarian ( Bloch and Bruce, 1984 ;Batra and Ahtola, 1991;Engel et al , 1993 ;Babin et al , 1994 ) which are more task oriented in nature and hedonic which are related to entertainment and fun-seeking behaviour ( Bellenger et al , 1976 ).…”

“…Carr (1990) posits that shopping motives range between pleasurable / hedonic to functional and malls that are able to deliver fun retail formats ( Cope, 1996 ;Burke, 1997 ;Wakefi eld and Baker, 1998 ) will be successful. Shopping malls have been of interest for researchers ( Goss, 1993 ;Robertson, 1995 ;Buss, 1997 ;Miller, 1998 ;Csaba and Askegaard, 1999 ;Castaldo and Botti, 2001 ;Yavas, 2003 ;Arnold and Reynolds, 2003 ;Resciniti, 2004 ;Rintam ä ki et al , 2006 ;Ahmed et al , 2007 ;Ooi and Sim, 2007 ;Michon et al , 2008 ;Teller et al , 2008 ) as they suggest a multitude of factors infl uencing consumers ' shopping behaviour.…”

Predictors and Characterisation of Mall Shoppers in a Typical Sub-Saharan African Context: Evidence From Nigeria

“…This group of shoppers indicates role playing and presence of reputable global retail store, safety and quality brands as their key motivation to visit mall. Similar to the study conducted by Teller et al (2008), this group of shoppers comes to the mall with predefined activities to perform and they seem to adhere strictly to items in their shopping list. Lesser attention is given to hedonic dimensions in the mall as they see shopping as work.…”

“…A number of research streams have investigated consumer shopping values (Teller et al 2008;Chang and Fang, 2012), which seem to motivate consumers to go shopping in malls largely from the western standpoint (Vanessa et al 2011;Runyan et al 2011;Beynon, 2010). Although these past studies provide deep insight into the shopping behaviour of consumers mostly in North America and the advanced economies including very few African economies such as South Africa, very importantly, scholars such as Carpenter (2008), and Zhou and Li, (2010) submit that generalizing research findings on mall shopping outside ones" context of study are always limited due to differences in consumers and retail formats available in various countries and geographical locations.…”