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Asian Journal of Management
Year : 2018, Volume : 9, Issue : 1
First page : ( 507) Last page : ( 515)
Print ISSN : 0976-495X. Online ISSN : 2321-5763.
Article DOI : 10.5958/2321-5763.2018.00079.3

A Study of Factors influencing buying Behaviour of utilitarian and Hedonic Shoppers: Evidence from FMCG, Sports, Jewelry, Books and apparels retail formats.

Suresh A. S.*

Associate Professor, Institute of Management, Christ University, Bengaluru

*Corresponding Author E-mail:

Online published on 2 June, 2018.


In this era where retailers find it difficult to achieve differentiation through the conventional 4Ps of marketing, there is tectonic shift in consumer behavior and expectations where he perceives the shopping experience based on utilitarian or hedonistic traits. Therefore this research study is undertaken to segment the shoppers on the basis of their traits and their perception about resting areas, in order to understand the influence of resting areas on buying intention of shoppers displaying either utilitarian or hedonistic traits. A survey of 300 retail shoppers drawn from five retail formats Viz (FMCG, Sports, Jewelry, Books and Apparels) and frequency analysis for impact of demographics and Cluster analysis to garner insights about consumer behavior traits was done. One way Anova was used to find out commonalities and differences among different categories of retail stores and impact of resting area. This study revealed that utilitarian and hedonistic consumers behave differently and their perception about resting area is also quite different. Identifying and segmenting consumers on traits enables retail managers to develop the appropriate retailing strategies aligned to retail formats with respect to resting areas to satisfy each segment.



Retail, Resting Areas, Utilitarian, Hedonistic, Shopping experience, Atmospherics.


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