A STUDY ON THE IMPACT OF HEDONIC SHOPPING VALUE ON IMPULSE BUYING AMONG CONSUMERS IN KOLKATA
Keywords:
Hedonic Shopping Value, Impulse Buying, Indian Retail SectorAbstract
In India, the shopping environment has been changed from the primitive or the unorganized retail shops to the modern day’s retail stores and the shopping malls. It has been observed that the consumer behaviour changes, with the change in the shopping environment. As the retail environment is experiencing a huge change with the introduction of new formats and the entry into retail industry by the global investors there is a huge scope for research and analysis and thus it is necessary to understand the impulse buying behaviour of the consumers in such an environment. The purpose of the present study was to investigate the impulse buying behaviour of the Indian shoppers when they visited the shopping malls or the retail outlets. The major objectives of this study are to examine the impact of hedonic shopping value on the impulse buying and the effect of demographic characteristics (age, income and gender) of the customers on impulse buying behaviour. Data was collected using survey method from the customers present in three different zones (i.e. north, south and central) of Kolkata, India. Both impulse buying and hedonic shopping value emerged as bidimensional. The results of this study provided an in-depth understanding of the hedonic shopping value and how it influenced the impulse buying. The findings also provided an important understanding of the impact of demographics (age, income and gender) on impulse buying. As this study is exploratory in nature, certain limitations are identified and based on that suggestions are offered for future research
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