Hedonic and functional shopping values and everyday product purchases: Findings from the Indian study
2010 (English)In: International Journal of Business Insights & Transformation, ISSN 0974-5874, Vol. 4, no 1, 65-70 p.Article in journal (Refereed) Published
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.
Place, publisher, year, edition, pages
2010. Vol. 4, no 1, 65-70 p.
Hedonism; Functional Values; Product Purchase
IdentifiersURN: urn:nbn:se:hj:diva-29560OAI: oai:DiVA.org:hj-29560DiVA: diva2:908329