Hedonic buying motivation and time-style
- María Avello Iturriagagoitia 1
- Diana Gavilán Bouzas 1
- María Francisca Blasco López 1
- Carmen Abril Barrie 1
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1
Universidad Complutense de Madrid
info
ISSN: 2228-7019, 2228-7027
Año de publicación: 2010
Volumen: 1
Número: 1
Páginas: 128-155
Tipo: Artículo
Otras publicaciones en: The International Journal of Management and Business
Resumen
This work jointly encompasses a study of time-style and the hedonic motivations for the buying behavior of urban working women. Both these aspects have been previously studied individually in marketing literature. However, analyzing both simultaneously will help to better understand the shopping experience. By using one scale for time-styles and another for hedonic motivation, a buyer typology is carried out and reveals three distinct groups of buyers: efficient-recreational, erratic and pragmatic. These results suggest that women face the shopping task in different ways, based on the satisfaction obtained from the experience and their time-style. From this typology, both academic conclusions and recommendations for the development of more efficient retail strategies are derived.