How to transfer a coupon-based event into a hedonic shopping experience? Retail branding implications based on the glamour shopping days

Bibliographic Data

ID12846394
AuthorsZita Kelemen (0000-0002-2736-1653, Budapest Institute, corresponding author), P Nagy (0000-0003-0713-9403, Corvinus University of Budapest), Ildikó Kemény (0000-0002-6738-8252, Corvinus University of Budapest)
Year2016
Volume38
Issue2
Pages219-238
Publication date2016-06-01
Peer ReviewedYes
Open AccessYes
TypeARTICLE
VenueSociety and Economy (JOURNAL)
Journal identifiersISSN: 1588-970X • E-ISSN: 1588-9726
PublisherAkadémiai Kiadó (PUBLISHER • HU)
DOI10.1556/204.2016.38.2.5
OpenAlexW2413006218
LanguageEN
Citations received1
References cited18

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

Advertising · Business · Consumer behaviour · Coupon · Event (particle physics · Impulse (physics · Pleasure · Shopping mall · Variety (cybernetics · Computer Science · Consumer Behavior in Brand Consumption and Identification · Consumer Retail Behavior Studies · Customer Service Quality and Loyalty · Psychology · Marketing

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