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Hedonic and utilitarian shopping motivations among South African black Generation Y students / Riané Cherylise ZeemanZeeman, Riané Cherylise January 2013 (has links)
With the South African retail industry being a major and attractive industry, marketers and retailers are pressured to obtain and maintain a competitive advantage by developing marketing strategies that appeal to various consumers. Retailers need to focus on satisfying consumers’ needs, as well as offering a full shopping experience. Shopping entails more than the mere selection of products. Consumers’ motivation or driving force behind the act of shopping is embedded in satisfying internal needs. These motivations are grouped into two collections, namely hedonic and utilitarian shopping motivations. Consumers driven by hedonic shopping motivations are interested in the shopping experience, as well as the experiential and emotional aspects thereof. However, consumers driven by utilitarian shopping motivations are goal-oriented and concerned with the task-related value and the functional aspects of shopping. Marketers and retailers may use consumer-shopping motives to divide the market into segments and develop strategies to target specific segments. Published literature on the consumer behaviour of the South African black Generation Y cohort is limited and an absence occurs with reference to the shopping motivations of this cohort. In the South African context, individuals born between 1986 and 2005, labelled Generation Y, account for 38 percent of the total South African population, and the black Generation Y individuals represent 83 percent of the total Generation Y cohort. Individuals within the black Generation Y cohort attaining tertiary qualifications are likely to represent the future ‘Black Diamonds’, enjoying higher earnings and a higher social status, which together is likely to make them opinion leaders amongst their peers. For that reason, the black Generation Y student cohort is an exceptionally attractive market segment, and it is critical for retailers and marketers to understand their shopping behaviour and motivations in order to develop effective marketing strategies. The purpose of this study was to determine South African black Generation Y students’ utilitarian and hedonic shopping motivations. The target population of this study comprised full-time undergraduate black Generation Y students; aged between 18 and 24 years and enrolled at South African registered public higher education institutions (HEIs). The sampling frame comprised the 23 registered South African public HEIs. A non-probability judgement sample method was utilised to select one traditional university and one university of technology in the Gauteng province, from the sampling frame. For this study, a convenience sample of 600 black Generation Y students enrolled at these two South African HEIs during 2013 was drawn. The relevant primary data was obtained by means of a self-administered questionnaire, which was hand delivered to the contacted lecturers at each of these two HEIs. These lecturers distributed the self-administered questionnaire during one lecture period. This questionnaire requested the participants to indicate on a six-point Likert scale the level of their agreement or disagreement on 26 items designed to measure their utilitarian and hedonic shopping motivations, as well as to provide certain demographic data. The findings of this study indicate that within the hedonic subscale, black Generation Y students found value and adventure shopping to be the strongest motivators for shopping. Within the utilitarian subscale, black Generation Y students found achievement to be the strongest motivator for shopping. Previous research found gender to have an influence on the hedonic and utilitarian shopping motivations of consumers. This study confirms previous findings where statistically significant differences were found between the shopping motivations of male and female black Generation Y students. The study found significant differences concerning the first-, second- and third-year black Generation Y students’ hedonic and utilitarian shopping motivations. Insights gained from this study will help both marketers and retailers understand the current black Generation Y consumers’ motivations for shopping with reference to hedonic and utilitarian shopping motivations. / MCom (Marketing Management), North-West University, Vaal Triangle Campus, 2014
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Hedonic and utilitarian shopping motivations among South African black Generation Y students / Riané Cherylise ZeemanZeeman, Riané Cherylise January 2013 (has links)
With the South African retail industry being a major and attractive industry, marketers and retailers are pressured to obtain and maintain a competitive advantage by developing marketing strategies that appeal to various consumers. Retailers need to focus on satisfying consumers’ needs, as well as offering a full shopping experience. Shopping entails more than the mere selection of products. Consumers’ motivation or driving force behind the act of shopping is embedded in satisfying internal needs. These motivations are grouped into two collections, namely hedonic and utilitarian shopping motivations. Consumers driven by hedonic shopping motivations are interested in the shopping experience, as well as the experiential and emotional aspects thereof. However, consumers driven by utilitarian shopping motivations are goal-oriented and concerned with the task-related value and the functional aspects of shopping. Marketers and retailers may use consumer-shopping motives to divide the market into segments and develop strategies to target specific segments. Published literature on the consumer behaviour of the South African black Generation Y cohort is limited and an absence occurs with reference to the shopping motivations of this cohort. In the South African context, individuals born between 1986 and 2005, labelled Generation Y, account for 38 percent of the total South African population, and the black Generation Y individuals represent 83 percent of the total Generation Y cohort. Individuals within the black Generation Y cohort attaining tertiary qualifications are likely to represent the future ‘Black Diamonds’, enjoying higher earnings and a higher social status, which together is likely to make them opinion leaders amongst their peers. For that reason, the black Generation Y student cohort is an exceptionally attractive market segment, and it is critical for retailers and marketers to understand their shopping behaviour and motivations in order to develop effective marketing strategies. The purpose of this study was to determine South African black Generation Y students’ utilitarian and hedonic shopping motivations. The target population of this study comprised full-time undergraduate black Generation Y students; aged between 18 and 24 years and enrolled at South African registered public higher education institutions (HEIs). The sampling frame comprised the 23 registered South African public HEIs. A non-probability judgement sample method was utilised to select one traditional university and one university of technology in the Gauteng province, from the sampling frame. For this study, a convenience sample of 600 black Generation Y students enrolled at these two South African HEIs during 2013 was drawn. The relevant primary data was obtained by means of a self-administered questionnaire, which was hand delivered to the contacted lecturers at each of these two HEIs. These lecturers distributed the self-administered questionnaire during one lecture period. This questionnaire requested the participants to indicate on a six-point Likert scale the level of their agreement or disagreement on 26 items designed to measure their utilitarian and hedonic shopping motivations, as well as to provide certain demographic data. The findings of this study indicate that within the hedonic subscale, black Generation Y students found value and adventure shopping to be the strongest motivators for shopping. Within the utilitarian subscale, black Generation Y students found achievement to be the strongest motivator for shopping. Previous research found gender to have an influence on the hedonic and utilitarian shopping motivations of consumers. This study confirms previous findings where statistically significant differences were found between the shopping motivations of male and female black Generation Y students. The study found significant differences concerning the first-, second- and third-year black Generation Y students’ hedonic and utilitarian shopping motivations. Insights gained from this study will help both marketers and retailers understand the current black Generation Y consumers’ motivations for shopping with reference to hedonic and utilitarian shopping motivations. / MCom (Marketing Management), North-West University, Vaal Triangle Campus, 2014
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The role of shopping motivations on sustainable consumer behaviour in the fast fashion clothing industryTekergül, Ezgi, Koning, Anna Frederique Leonie January 2023 (has links)
The purpose of this study was to better understand how consumers of fast fashion clothing with different shopping motivations consider sustainability during their purchase. The different shopping motivations are hedonic and utilitarian, which are respectively the emotion of shopping and the function of shopping. The main question for this research was “How do consumers of fast fashion clothing with different motivations (hedonic or utilitarian) consider sustainability during their purchase?” This qualitative research made use of 11 focus groups and a total of 44 participants to obtain in-depth data. The participants were divided into whether their main shopping motivation was hedonic, or utilitarian based on how they answered specific questions. The answers from both groups were compared with each other to find possible differences. When weighing the evidence and conclusions from the research, it appears relatively likely that there are no significant differences between consumers with a hedonic main shopping motivation and consumers with a utilitarian main shopping motivation. This leads to the conclusion of the main question, which is that there is no difference in how consumers of fast fashion clothing with different motivations consider sustainability during their purchase.
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The Unique Nostalgic Shopper : Nostalgia proneness and desire for uniqueness as determinants of shopping behavior among MillennialsBetti, Matteo, Dad, Iram Jahan January 2016 (has links)
Millennials, or Generation Y, represent one of today’s most prominent age cohorts: with their increasingly stronger purchasing power and importance in the global economic landscape, it is no wonder that marketers are striving to find new ways to appeal to the taste of this peculiar generation of consumers. Among the various modern research fields in business, one in particular is offering incredibly interesting insights to both scholars and professional marketers: the concept of nostalgia proneness in consumer behavior. While several studies examine the dynamics of this phenomenon, none of them so far examined the impact of nostalgia proneness in shopping behavior, especially examining the dynamics on a sample of Generation Y consumers. This study was conducted in order to explore the dynamics of nostalgia proneness, linking the constructs to both desire for uniqueness and shopping behavior, using the framework provided by the Consumer Styles Inventory (Sproles & Sproles, 1990). After a theoretical review on the matter, several hypotheses and a conceptual model were developed to serve as the core framework of the quantitative analysis. The data, obtained from a convenience sample of 222 respondents, were subsequently examined using several statistical techniques (ANOVA, correlation and factor analysis), with the intent to test the hypotheses and shed light on the research questions. The outcome was then presented and interpreted using both the theoretical background and other complementary relevant literature. The results showed a positive relationship between nostalgia proneness and desire for uniqueness, with both variables being further connected to several shopping traits of the Generation Y consumer. The cluster and factor analysis eventually showed patterns that could be interpreted using the theory of hedonic and utilitarian shopping motivations.
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[pt] IMPACTOS DO BEM-ESTAR SUBJETIVO E DA PERSONALIDADE EM COMPORTAMENTOS DE COMPRA / [en] IMPACTS OF SUBJECTIVE WELL-BEING AND PERSONALITY ON PURCHASING BEHAVIORSIBELE DIAS DE AQUINO 05 September 2022 (has links)
[pt] Considerando-se que traços de personalidade impactam em muitas variáveis e
contextos, a presente tese teve como objetivo verificar o poder preditivo do bemestar subjetivo sobre o comportamento de compra por impulso e sobre a escolha de
itens de compra, controlando-se o efeito da personalidade. Para tanto, foram
realizados quatro estudos, cujos dados foram coletados por meio de questionários
disponibilizados em plataforma na internet. O primeiro estudo teve o objetivo de
buscar evidências de validade da escala Hedonic Shopping Motivations.
Verificaram-se evidências de validade satisfatórias para o instrumento. A
mensuração desse construto testou padrões correlacionais e de predição das
motivações hedônicas sobre variáveis de compra, e os resultados revelaram uma
rede nomológica que favorece formulações teóricas mais robustas sobre
comportamento do consumidor. O segundo estudo consistiu na busca por
evidências de validade da escala Short Affect Intensity Scale (SAIS-BR) para o
contexto brasileiro. Esse segundo instrumento adaptado mensura a intensidade com
a qual uma pessoa experimenta emoções, concentrando-se na consistência das
reações afetivas que ela costuma ter diante de estímulos emocionais. O instrumento
adaptado mostrou satisfatórias evidências de validade. As diferenças individuais na
intensidade afetiva foram associadas a personalidade, frequência de afetos e
satisfação de vida, ampliando o conhecimento a respeito de como afetos são
experimentados e sobre os impactos da intensidade afetiva no cotidiano. As
correlações encontradas entre fatores da SAIS-BR e dimensões do bem-estar
subjetivo reforçaram a ideia de que a dimensão emocional do bem-estar subjetivo
refere-se tanto à frequência de sentimentos e emoções, quanto à magnitude de suas
expressões. O terceiro estudo testou o poder preditivo do bem-estar subjetivo, da
intensidade afetiva e da personalidade sobre a tendência de comprar por impulso.
Além de corroborar achados anteriores sobre poder preditivo de afetos negativos,
os resultados também mostraram o papel dos fatores de personalidade nessa
predição, gerando novas evidências empíricas sobre compras por impulso e bemestar subjetivo no Brasil. O quarto estudo verificou o poder preditivo do bem-estar
subjetivo e da personalidade sobre a preferência por compras experienciais e
materiais. Os resultados mostraram a ausência de poder preditivo da frequência de
afetos sobre a variável desfecho, além de indicar que algumas variáveis
sociodemográficas e traços de personalidade podem predizer tais preferências dos
indivíduos. No geral, os achados tiram das emoções parte da carga de
responsabilidade sobre comportamentos de compra, indicando impacto leve do
bem-estar sobre impulsividade nas compras e sobre escolhas de tipos de produtos.
Uma importância fundamental desta tese é a produção de conhecimentos aplicáveis
tanto para o campo do comportamento do consumidor quanto para o campo da
psicologia positiva, destacando-se a relevância da interdisciplinaridade e da
pesquisa transformativa do consumidor no Brasil. / [en] Considering that personality traits impact many variables and contexts, the present
thesis aimed to verify the predictive power of subjective well-being on impulse
buying behavior and on the choice of purchase items, controlling for the effect of
personality. To this end, four studies were carried out and data were collected
through questionnaires made available on an internet platform. The first study
aimed to seek evidence of validity of the Hedonic Shopping Motivations scale.
There was satisfactory evidence of validity for the instrument. The measurement of
this construct tested correlational and predictive patterns of hedonic motivations on
purchase variables, and the results revealed a nomological network that favors more
robust theoretical formulations on consumer behavior. The second study consisted
of searching for evidence of validity of the Short Affect Intensity Scale (SAIS-BR)
for the Brazilian context. This second adapted instrument measures the intensity
with which a person experiences emotions, focusing on the consistency of the
affective reactions that they usually have when faced with emotional stimuli. The
adapted instrument showed satisfactory evidence of validity. Individual differences
in affective intensity were associated with personality, frequency of affections and
life satisfaction, increasing the knowledge about how affections are experienced
and about the impacts of affective intensity on daily life. The correlations found
between SAIS-BR factors and dimensions of subjective well-being reinforced the
idea that the emotional dimension of subjective well-being refers to both the
frequency of feelings and emotions and the magnitude of their expressions. The
third study tested the predictive power of subjective well-being, affective intensity,
and personality on the tendency to buy impulsively. In addition to corroborating
previous findings on the predictive power of negative affects, the results also
showed the role of personality factors in this prediction, generating new empirical
evidence on impulse buying and subjective well-being in Brazil. The fourth study
verified the predictive power of subjective well-being and personality on the
preference for experiential and material purchases. The results showed an absence
of predictive power of the frequency of affections on the outcome variable, in
addition to indicating that some sociodemographic variables and personality traits
can predict such individual preferences. Overall, the findings remove part of the
burden of responsibility on purchasing behaviors from emotions, indicating a mild
impact of well-being on impulsive buying and on product choices. A fundamental
importance of this thesis is the production of knowledge that is applicable both to
the field of consumer behavior and to the field of positive psychology, highlighting
the relevance of interdisciplinarity and transformative consumer research in Brazil.
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