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How to Transfer a Coupon-Based Event into a Hedonic Shopping Experience? Retail Branding Implications Based on the Glamour Shopping Days

Kelemen, Zita and Nagy, Péter and Kemény, Ildikó (2016) How to Transfer a Coupon-Based Event into a Hedonic Shopping Experience? Retail Branding Implications Based on the Glamour Shopping Days. Society and Economy, 38 (2). pp. 219-238. DOI 10.1556/204.2016.38.2.5

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Official URL: http://www.akademiai.com/doi/abs/10.1556/204.2016.38.2.5


Abstract

The paper examines the motivational drivers behind the participation of Hungarian consumers on a special shopping event, also known as Glamour Days. The study encompasses a variety of related conceptualizations such as hedonic/utilitarian shopping values, self-gifting as well as impulsive buying practices. After the introduction of relevant consumer behaviour concepts and theoretical frameworks, the paper presents a qualitative research on adult and adolescent female consumers’ shopping experiences during Glamour Days. By building on phenomenological methodology, this study also portrays the ways this shopping event has changed consumer society within an originally strongly utilitarian attitude driven Hungarian culture. The phenomenological interview results highlight differences within the motivational drivers of pleasure-oriented shopping for the two age groups. For teenagers, the main motivation was related to the utilitarian aspect due to their financial dependence and the special opportunity to stand out of their peer group by joining an event that is exclusively held for adult women. On the other hand, adult women are motivated by combined hedonic and utilitarian values manifested in self gifting and impulse buying within an effectively planned and managed shopping trip. Based on the results, retail specific strategies are provided along with future research directions.

Item Type:Article
Uncontrolled Keywords:consumer behaviour, retail strategy, hedonic, utilitarian, shopping
JEL classification:M31 - Marketing
M16 - International Business Administration
Subjects:Marketing
DOI:10.1556/204.2016.38.2.5
ID Code:2373
Deposited By: Ádám Hoffmann
Deposited On:21 Jun 2016 11:44
Last Modified:21 Jun 2016 11:46

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