An Examination of Shopping Styles Comparison of Impulse and Hedonistic Buying Behavior

Abstract

In today 's modern life shopping is an activity not only directed towards satisfying human needs, but also, it's considered as a mean to spending free time and a way to escape from stress of life. In particular, shopping occupies a significant place in the female consumers' lives. For many consumers shopping is a lifestyle and hence represents a particular preference for spending habits as well as shopping styles. Today 's modern consumers tend to behave under the influence of not only the rational purchasing motives but also under the hedonistic factors . In this study. we wanted to examine consumers shopping behaviour, to investigate various shopping behaviour such as impulse buying, hedonic consumption. compulsive purchasing behaviour and rational shopping behaviour. Various characteristics of these shopping styles are examined and compared in regard to various criteria. As methodology, focus group studies and a questionnaire was utilised in collecting the data used in the study. A total of 920 usable questionnaire wa5 analyzed by various univariate and multivariate analysis techniques Findings indicate the existence of significant difference between impulse buying and hedonist buying behaviours.