Does Consumer’s Motivation Differ Across Gender?: A Study in Shopping Malls
Keywords:
Hedonic motive, Utilitarian motive, Gender, Organised retailAbstract
Although numerous works have been done on shopping behaviour in Indian retail context earlier, there are only a few studies consider shopping motivation of consumers behind that particular behaviour. Even those studies had only very little exploration of aforesaid motivational aspects of consumer psyches. The current study attempts to assess gender differences in hedonic and utilitarian shopping motivation in organised retail context. The data were collected from the shoppers visiting shopping malls in Raipur city. Responses were recorded with the help of structured questionnaire by mall intercept survey method. A convenience sampling method has been adopted for collection of samples. 400 respondents were intercepted at the exit of malls and requested to fulfil the questionnaire. Out of 400 questionnaires only 391 were fully completed and used in data analysis. Results of independent sample t-test indicated that male and female respondents dominated by two type of shopping motive i.e. hedonic motive and utilitarian motive. the study also revealed that females are dominated by hedonic shopping motive while utilitarian shopping motive prevalent in the males. in conclusion, shopping is a gendered influence activity, where females play the more important role than male. The study also provided managerial implication and scope for the further research.
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