This document summarizes a study investigating how utilitarian and hedonic shopping values impact individuals' perceived benefits and risks of online shopping. The study found that high hedonic shopping values tend to decrease online shopping due to fewer enjoyable experiences, while high utilitarian values increase perceived benefits and risks due to convenience. Specifically, utilitarian values led to greater perceived benefits like ease and selection, and also greater perceived financial and product risks. The study concluded high utilitarian shopping values perceive more benefits and risks to online shopping compared to hedonic values.
Digital Marketing Mix lecture by Adam Richards, founder of Waypoint Digital Marketing, to students enrolled in the BA Fashion Marketing Degree at the University of Southampton School of Art.
What is Omni Channel Retail?
Why do we need omni-channel strategy?
How to implement omni-channel strategy?
Why do we need omni-channel supply chain strategy?
How to implement omni-channel Customer service strategy?
What is the role of creativity and innovation in strategy?
CULTURAL FACTORS INFLUENCING CONSUMER BEHAVIOR pptIna Negi
Consumer Behavior is the study of how individuals, groups and organizations select, buy, use and dispose of goods, services, ideas or experiences to satisfy their needs and wants.
Cultural factors are the established beliefs, values, traditions, laws and languages of a nation or society.
Digital Marketing Mix lecture by Adam Richards, founder of Waypoint Digital Marketing, to students enrolled in the BA Fashion Marketing Degree at the University of Southampton School of Art.
What is Omni Channel Retail?
Why do we need omni-channel strategy?
How to implement omni-channel strategy?
Why do we need omni-channel supply chain strategy?
How to implement omni-channel Customer service strategy?
What is the role of creativity and innovation in strategy?
CULTURAL FACTORS INFLUENCING CONSUMER BEHAVIOR pptIna Negi
Consumer Behavior is the study of how individuals, groups and organizations select, buy, use and dispose of goods, services, ideas or experiences to satisfy their needs and wants.
Cultural factors are the established beliefs, values, traditions, laws and languages of a nation or society.
Introduction to Consumer Behaviour; Consumer Behaviour
and Marketing Strategy; Consumer Involvement – Levels
of involvement, and Decision Making
Consumer Decision Process – Stages in Decision Process,
Information Search Process; Evaluative Criteria and
Decision Rules, Consumer Motivation – Types of Consumer
Needs, Ways of Motivating Consumers. Information
Processing and Consumer Perception.
Consumer Attitudes and Attitude Change; Influence of
Personality and Self Concept on Buying Behaviour,
Psychographics and Lifestyles, Impuse Buying.
Diffusion of Innovation and Opinion Leadership, Family
Decision Making, Influence of Reference Group
Industrial Buying Behaviour– Process and factors, Models
of Consumer Behaviour – Harward Seth, Nicosia, E& D,
Economic Model; Introduction to Consumer Behaviour
Audit; Consumer Behaviour Studies in India
Ethics First... Then Customer Relationships - Chapter 3 of Fundamentals of Selling by Charles M. Futrell. Presented to the students of Tolani Institute of Adipur as a part of their Sales Management Course
Retailers need to understand how to target customers in the right way and customers need retailers to understand them and offer them something at value all the time. OmniChannel retailing is the ultimate solution for retailer to connect with their customers and provide them with outstanding customized experience.
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PERCEPTION
The process by which an individual selects, organizes, and interprets stimuli into a meaningful and coherent picture of the world.
Dynamics of Perception
Elements of Perception
Find great deals at Australia's number one online shopping department store, Deals Direct. Buy a wide range of products and gifts at discount prices with low cost shipping to your door. please visit www.dealsdirect.com.au/
Introduction to Consumer Behaviour; Consumer Behaviour
and Marketing Strategy; Consumer Involvement – Levels
of involvement, and Decision Making
Consumer Decision Process – Stages in Decision Process,
Information Search Process; Evaluative Criteria and
Decision Rules, Consumer Motivation – Types of Consumer
Needs, Ways of Motivating Consumers. Information
Processing and Consumer Perception.
Consumer Attitudes and Attitude Change; Influence of
Personality and Self Concept on Buying Behaviour,
Psychographics and Lifestyles, Impuse Buying.
Diffusion of Innovation and Opinion Leadership, Family
Decision Making, Influence of Reference Group
Industrial Buying Behaviour– Process and factors, Models
of Consumer Behaviour – Harward Seth, Nicosia, E& D,
Economic Model; Introduction to Consumer Behaviour
Audit; Consumer Behaviour Studies in India
Ethics First... Then Customer Relationships - Chapter 3 of Fundamentals of Selling by Charles M. Futrell. Presented to the students of Tolani Institute of Adipur as a part of their Sales Management Course
Retailers need to understand how to target customers in the right way and customers need retailers to understand them and offer them something at value all the time. OmniChannel retailing is the ultimate solution for retailer to connect with their customers and provide them with outstanding customized experience.
Join our Social Learning Network:
http://www.openthinking.ae
PERCEPTION
The process by which an individual selects, organizes, and interprets stimuli into a meaningful and coherent picture of the world.
Dynamics of Perception
Elements of Perception
Find great deals at Australia's number one online shopping department store, Deals Direct. Buy a wide range of products and gifts at discount prices with low cost shipping to your door. please visit www.dealsdirect.com.au/
A lecture I did at Temple University that explored advertising's role in the academic world of developmental psychology, and also psychology's role in the creative world of advertising.
A lot of psychological principles can be traced back to award-winning advertising campaigns. So as a MSc in Economic & Consumer Psychology (also referred to as Behavioral Economy) I'd like to share what I found.
This is a presentation I gave during my last internship at an advertising agency. Some slides only contain a picture which I explained during the presentation. I will add the context of these slides as well.
Online shopping or e-shopping is a form of electronic
Commerce which allows consumers to directly buy goods or
services from a seller over the Internet using a web browser.
A discourse over the role of persuasive psychology in commercial advertising.
Topics include:
- Advertising psychology over time
- cognitive theories and effects
- rhetoric influences on advertising
- advertising effects on children
Hint:
Download the presentation for extensive presenter explanations (dutch) in the notes section.
Analysis of Impulsive Buying Behavior in Fashion IndustryDr. Amarjeet Singh
In this era of rising customer expectations and intense competitions, marketers and retailers constantly look towards means to maximize their customers’ share of wallet, in terms of additional sales. Marketers, today, thus focus on the customers’ preferences, their needs and wishes with an aim to maximize it. Impulse shopping can be termed as a spontaneous, immediate purchase without pre-shopping intentions either to buy a specific product category or to fulfil a specific buying task. Impulse buying is a major research concern among marketers due to its pervasive aspects of consumer behavior as well as its potential in the marketing world. Based on the literature review, and after considering the questions we want to answer, the research problem of the research paper is “Analysis of Impulse Buying Behavior in the Fashion Industry”. This problem would specifically be emphasizing on the factors which affect such behavior, post purchase feelings and behavior and how online shopping has increased the propensity of such behavior. Based on the research problem of our paper, given below are the 4 major objectives which the paper will studying and analysing:
1. Determining and comparing the various internal and external factors which affect Impulse Buying Behavior in the Fashion Industry.
2. Analysing The Impulse Buying Behavior Towards Different Fashion Product Categories
3. Analysing The Post Purchase Feeling and Behavior as A Result of Impulse Buying Behavior
4. Determining the impact of growing E-commerce industry on impulse shopping behavior in the fashion industry, and the factors leading to it.
Methodology used in research paper is SINGLE CROSS SECTIONAL DESCRIPTIVE DESIGN. Given the objective and design of our research, we will be using basic descriptive statistics i.e. Mean, Median and Mode to compare and analyse our data and conclude our findings.
Finally, the findings for the research essentially indicated that amongst the external factors, Overall store environment and lower prices played a pivotal role. Moreover, males tend to shop more impulsively as compared to females. Customers tend to show a positive impulse behavior towards Footwear and Clothing items. Happiness is seen to be the most common post purchase behavior. Lastly, the research also presented an evidence showing that the emergence of e-commerce positively impacted impulse buying behavior, with Heavy Discounting being its most prominent driver.
Crux of the study was to investigate the influence of risk perception dimensions such as perceived
financial risk, perceived performance risk, perceived time risk, perceived psychological risk and perceived
social risk on internet users’ online shopping intention. The study aims to fill the gap that exists in literature on
reasons why Nigerian internet users, who are able to shop online, still refrain from doing so. The study adopted
descriptive research design with the aid of survey method in obtaining the needed data. The population
comprises all the internet users in the study area.
Determinants of Leisure Shopping Behaviour: An Empirical study among Consumer...IJRTEMJOURNAL
Shopping is widely regarded as a major leisure time activity. The entertainment aspect of retail
industry is increasingly being recognized as a key competitive instrument in the present situation. Therefore,
retailers and shopping Centre developers are seeking ways to make shopping more of a leisure pursuit. The
purpose of this research is to explore the dimensions of leisure shopping behaviour associated with shoppers of
organized retail outlets in Kerala. The paper also figured-out the inter relationship between the shopping
entertainment with consumer demographics. The findings of this study may help retailers in developing
appropriate strategies to improve the store patronage behaviour by elevating the hedonic shopping value and
shopping enjoyment index among consumers.
Determinants of Leisure Shopping Behaviour: An Empirical study among Consumer...journal ijrtem
Shopping is widely regarded as a major leisure time activity. The entertainment aspect of retail
industry is increasingly being recognized as a key competitive instrument in the present situation. Therefore,
retailers and shopping Centre developers are seeking ways to make shopping more of a leisure pursuit. The
purpose of this research is to explore the dimensions of leisure shopping behaviour associated with shoppers of
organized retail outlets in Kerala. The paper also figured-out the inter relationship between the shopping
entertainment with consumer demographics. The findings of this study may help retailers in developing
appropriate strategies to improve the store patronage behaviour by elevating the hedonic shopping value and
shopping enjoyment index among consumers
Article 8 A STUDY ON THE CONSUMER PERCEPTION TOWARDS ONLINE SHOPPING IN THE D...Dr UMA K
Dr. UMA.K
Assistant Professor in Commerce
7. UMA. K (2020) “A STUDY ON THE CONSUMER PERCEPTION TOWARDS ONLINE SHOPPING IN THE DIGITAL ERA – WITH SPECIAL REFERENCE TO MYSORE CITY”, Wesleyan Journal of Research, Vol.13 No4 (VI), Page No 109-115.
article 8 Wesleyan Journal of Research - A STUDY ON THE.pdfEducational
Wesleyan Journal of Research , Vol.13 No4(VI)
[109]
Research Article: Commerce
A STUDY ON THE CONSUMER PERCEPTION TOWARDS ONLINE SHOPPING IN THE
DIGITAL ERA – WITH SPECIAL REFERENCE TO MYSORE CITY
Uma K
Assistant Professor, Department of Studies in Commerce,
This project was ideated and executed by me and my mentor who helped in the successful completion of the summer project. This was done during my last term in BBA as a part of my curriculum.The aim was to draw a conclusion on the preference between the above mentioned mode of shopping for clothes within my district Nadia. The study was conducted with the use of a survey form which was designed by me and simple factor analysis which will definitely be useful for future business development and also the consumers.
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2024.06.01 Introducing a competency framework for languag learning materials ...Sandy Millin
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2. CitationCitation
Sarkar, A. (2011). Impact of Utilitarian and
Hedonic Shopping Values on Individual’s
Perceived Benefits and Risks in Online
Shopping. International Management Review,
7(1), 58-65.
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5. BackgroundBackground
More and more shoppers are
purchasing online in order to save
time and maximize their
convenience instead of physically
visiting a store.
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(Dholakia et al., 2002)
6. The Purpose of StudyThe Purpose of Study
To investigate the impact of
utilitarian and hedonic shopping
values on an individual’s perceived
benefits and risks in the online
shopping context
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SHOP NOW
7. LITERATURE
REVIEW
Utilitarian and Hedonic Shopping Values
Perceived Benefits in Online Shopping
Perceived Risks in Online Shopping
Research Model
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SHOP NOW
8. Utilitarian and HedonicUtilitarian and Hedonic
Shopping ValuesShopping Values
(Bhatnagar & Ghosh, 2004)
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UtilitarianUtilitarian HedonicHedonic
Utilitarian
convenience, variety,
searching for quality
of products, and
reasonable price rate
Hedonic
emotional needs of
individuals for
enjoyable and
interesting shopping
experiences
9. Utilitarian and HedonicUtilitarian and Hedonic
Shopping ValuesShopping Values
Batra and Ahtola (1990) have examined the
composition of the overall consumer attitude
towards four different brands. In all the
cases, a two-factor structure emerged:
utilitarian and hedonic.
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10. Perceived Benefits inPerceived Benefits in
Online ShoppingOnline Shopping
Convenience, ease of shopping, and product
selection (which are utilitarian benefits)
account for larger variance explained in total
perceived benefits in online shopping,
compared to the perceived hedonic benefit
while shopping online.
(Forsythe et al., 2006)
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11. Perceived Risks inPerceived Risks in
Online ShoppingOnline Shopping
(Forsythe et al., 2006)
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financial
riskproduct
risk
convenience
risk
12. Perceived Risks inPerceived Risks in
Online ShoppingOnline Shopping
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(Alba et al., 1997)(Alba et al., 1997)
(Childers et al., 2001)(Childers et al., 2001)
13. H3: Consumers’ perceived
utilitarian shopping value
has significant positive
impact on their perceived
risks in online shopping.
H3: Consumers’ perceived
utilitarian shopping value
has significant positive
impact on their perceived
risks in online shopping.
H2: Consumers’ perceived
hedonic shopping value has
significant negative impact on
their perceived benefits in
online shopping.
H2: Consumers’ perceived
hedonic shopping value has
significant negative impact on
their perceived benefits in
online shopping.
H4: Consumers’ perceived
hedonic shopping value has
significant positive impact on
their perceived risks in online
shopping.
H4: Consumers’ perceived
hedonic shopping value has
significant positive impact on
their perceived risks in online
shopping.
Research ModelResearch Model
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Hedonic
shopping
value
Hedonic
shopping
value
Utilitaria
n
shopping
value
Utilitaria
n
shopping
value
Perceive
d benefit
Perceive
d benefit
Perceive
d risk
Perceive
d risk
H1: Consumers’ perceived
utilitarian shopping value
has significant positive
impact on their perceived
benefits in online shopping.
H1: Consumers’ perceived
utilitarian shopping value
has significant positive
impact on their perceived
benefits in online shopping.
17. Data analysis
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Principal component
factor analysis
The coefficient alpha values
Multiple regression
to test the
discriminant validity
of the four constructs
to test the above
hypothesized
relationships
to examine the
reliability of the
constructs
22. Conclusion
• high hedonic shopping values tend to avoid
online shopping
• high utilitarian shopping values perceive
greater benefits
• high utilitarian shopping value is also likely to
perceive greater risks
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24. My Future StudyMy Future Study
Hedonic
shopping
value
Hedonic
shopping
value
Utilitarian
shopping
value
Utilitarian
shopping
value
Perceived
benefit
Perceived
benefit
Perceived
risk
Perceived
risk
Behavioral
Intention
Behavioral
Intention
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