A. Katrodia
Vol 16 | Issue 2 pp. 36-44
Abstract
The study of individuals’ attitude toward certain behaviour is imperative in the formulation of strategies in business. A marketer strives to assess consumer behaviour and factors that motivate individuals to shop from various places, and this information is helpful in the development of marketing approaches. Researchers are interested in diverse aspects of decisions and motives that drive individuals towards certain conduct, as well as the choices of shopping methods. There is no doubt that modern technology has contributed to significant changes in the manner in which people shop. Online shopping and the introduction of malls are the most recent developments that have transformed both the pattern and motivation for shopping among the modern generations. However, an overarching question that often arises in the assessment of shopping behaviour relates to whether it is fun or a necessity. The study attempts to unveil the rationale for shopping based on key motivating factors to determine whether individuals shop because it is necessary or it is due to the entertainment involved. The understanding of the reasons for different shopping behaviour will help investors to develop effective strategies for attracting customers as well as creating favourable experiences to optimise the satisfaction. To understand the dominant motives for shopping, the study evaluates the shopping behaviour of people from Durban in South Africa, focusing on the contribution of the extent of fun and necessity on individual attitudes towards shopping. A comprehensive theoretical review will be conducted to identify the findings of previous studies about the relationship between the perception of necessity and entertainment and shopping behaviour. The value that customers derive from their shopping activities is often classified as economic or hedonic, to facilitate the analysis of the effect of introduction of recreational facilities on the frequency of purchase as well as market share. In this paper, income, education and age are used as independent variables to study the influence of entertainment on shopping behaviour.
Keywords: Shopping, shopping behaviour, Durban, South Africa
This article may be downloaded from the following locations:
References
Avcilar, M., Y. and Tufan Ö. (2015). Determining the Effects of Perceived Utilitarian and Hedonic Value on Online Shopping Intentions. International Journal of Marketing Studies 7(6), 27-49.
Akram, U. (2017). Online Impulse Buying on “Double Eleven” Shopping Festival: An Empirical Investigation of Utilitarian and Hedonic Motivations. International Conference on Management Science and Engineering Management. Springer, Cham.
Anushree, T., Ashish G., and Vibhuti T. (2016). Managing shopping experience through mall attractiveness dimensions: An experience of Indian metro cities. Asia Pacific Journal of Marketing and Logistics, 28 (4), 634-649.
Arnold, M.I. & Reynolds, K.E. (2003). Hedonic shopping motivations. Journal of Retailing, 79, 77-95.
Babin, B.I., Darden, W.R., & Grifni , M. (1994). Working and/or fun: Measuring hedonic and utilitarian shopping value. Journal of Consumer Research, 20 (4), 644-656.
Bloch, P.H., Ridgway, N.M. & Dawson, S.A. (1994), “The Shopping Mall as Consumer Habitat”, Journal of Retailing, Vol. 70 (1), 23-42.
Cachero, S., & Vázquez, R. (2018). Developing the Marketing Experience to Increase Shopping Time: The Moderating Effect of Visit Frequency. Administrative Sciences, 8(4), 2-21.
Christopher D. & Rento S. (2019) “who are the millennial shoppers? and what do they really want?” available at https://www.accenture.com/in-en/insight-outlook-who-are-millennial-shoppers-what-do-they-really-want-retail (May-2019)
Cooper, D.R. & Schindler, P.S. (2013). Business research methods. 12th international ed. New York, NY: McGraw-Hill.
Cristoph Teller, Thomas Reutterer & Pater Schnedlitz. (2008) Hedonic and utilitarian shopper types in evolved and created retail agglomerations. The International Review of Retail, Distribution and Consumer Research. Volume 18 (3), 283-309.
Dey, D.K. & Srivastava, A. (2017), “Impulse buying intentions of young consumers from a hedonic shopping perspective”, Journal of Indian Business Research, Vol. 9 No. 4, 266-282.
Dobre, C., & Milovan, A. M. (2015). Personality influences on online stores customers behavior. Eco forum Journal, 4(1), 0-76.
Foxall, G.R., Oliveira-Castro, J.M. & James, V.K. and Schrezenmaier, T.C. (2011) ’Consumer behaviour analysis and the behavioural perspective model.’ Management Online Review (MORE). Available at: https://www.researchgate. net/publication/48776764_Consumer_behaviour_analysis_and_the_behavioural_perspective_model (May2019).
Giampino, A., Marco P., & Filippo S. (2017). The shopping mall as an emergent public space in Palermo. The Journal of Public Space 2(2), 85-98.
“GNI (gross national income) South Africa for 2019” access on https://data.worldbank.org/country/SA (May-2019)
Hami, A., Fazle, F, & Emami, F. (2016). Factors Afecting People Preferences toward Environment Landscape, Case Study: Shopping Mall in Kuala Lumpur. International Journal of Construction Engineering and Management, 5 (4), 108-117.
Hartnett, M. (1998). Shopper needs must be priority. Discount Store News, 3(May), 21-22.
Hazari, S., Bergiel, B. J., & Sethna, B. N. (2017). Hedonic and utilitarian use of user-generated content on online shopping websites. Journal of Marketing Communications, 23(6), 572-591.
Kushwaha, B. P., Rao, N. S., & Ahmad, S. Y. (2015). The Factors Influencing Consumer buying decision of electronic products. Management Dynamics, 15(1), 5-15.
Makgopa (2016). Determining consumers’ reasons for visiting shopping malls. Innovative Marketing, 12(2), 22-27.
Mihić, M., & Kursan Milaković, I. (2017). Examining shopping enjoyment: personal factors, word of mouth and moderating e fects of demographics. Economic research-Ekonomskaistraživanja, 30(1), 1300-1317.
Mishra, A., & Radhika V. (2019). Retail shopper empowerment: A consumer-centric measure for store performance. IIMB Management Review 31(1), 20-36.
Mittal, A., & Jhamb, D. (2016). Determinants of shopping mall attractiveness: The Indian context. Procedia Economics and Finance, 37(16), 386-90.
Park, M., Im, H., & Kim, D. Y. (2018). Feasibility and user experience of virtual reality fashion stores. Fashion and Textiles, 5(1), 1-17.
Radojka, K., & F ilipović, Z. (2017). Gender Di ferences and Consumer Behavior of Millennials. Acta Economica et Turistica, 3(1), 5-13.
Sapna Rakesh & Arpita Khare. (2011) An exploratory research on entertainment facilities in Indian malls and its impact on shopping behaviour of consumers. International Journal of Business and Emerging Markets, 3 (3), 270-278.
Steen, J. C. (2016). How customer shopping motivation influences perceived design of the retail environment. Atlantic Marketing Journal, 5(2), 101-114.
Varadaraj, D., & Charumathi, M. D. (2019). Impact of Hedonic and Utilitarian Shopping Motive on Online Purchase Decision. CSIE Working Papers, (11), 6-16.
Wahyuddin, M., Setyawan, A. A., & Nugroho, S. P. (2017). Shopping behavior among urban women. Mediterranean Journal of Social Sciences, 8(1), 306-311.
“World Bank 2019” Available at : https://www.macrotrends.net/countries/ZAF/south-africa/gni-gross-national-income (May-2019)
Yim, M.Y., Yoo, S. & Sauer, P.L. (2014). Hedonic shopping motivation and co-shopper influence on utilitarian grocery shopping in superstores. J. of the Acad. Mark. Sci. 42, 528–544 (2014).
Yu, H., Zhang, R., & Liu, B. (2018). Analysis on Consumers’ Purchase and Shopping Well-Being in Online Shopping Carnivals with Two Motivational Dimensions. Sustainability, 10(12), 680-692.
Yun-Hee Kim, Min-Young Lee & Youn-Kyung Kim (2011) A New Shopper Typology: Utilitarian and Hedonic Perspectives, Journal of Global Academy of Marketing Science, 21:2, 102-113.
