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Hedonic and functional shopping values and everyday product purchases: Findings from the Indian study
ESSCA, Hungary.
Portland State University, USA.
University of Zagreb, Croatia.
University of Novi Sad, Serbia.
Visa övriga samt affilieringar
2010 (Engelska)Ingår i: International Journal of Business Insights & Transformation, ISSN 0974-5874, Vol. 4, nr 1, s. 65-70Artikel i tidskrift (Refereegranskat) Published
Abstract [en]

The study aims to identify and analyse the Hedonic buying behaviour of customers in India and to understand the impact of culture on the buying behavior. Previous research has established that hedonism plays a strong role in luxury product purchases but every day product purchases have not been explored for Hedonic content. At the same time, culture also may make a difference in the buying behavior of a customer. An international group conducted a comparative research about the Hedonic, functional, social status, and image content of customers' purchases of six products: coffee, detergents, shampoo, orange juice, cellular phones and wrist watches, and also about the factors that might have an effect on it. This paper reports the results of the survey in India.

Ort, förlag, år, upplaga, sidor
2010. Vol. 4, nr 1, s. 65-70
Nyckelord [en]
Hedonism; Functional Values; Product Purchase
Nationell ämneskategori
Företagsekonomi
Identifikatorer
URN: urn:nbn:se:hj:diva-29560OAI: oai:DiVA.org:hj-29560DiVA, id: diva2:908329
Tillgänglig från: 2016-03-02 Skapad: 2016-03-02 Senast uppdaterad: 2016-03-02Bibliografiskt granskad

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