Hedonic motivation and consumer behaviour: An empirical investigation

The growth of India's organized retail industry has changed the shopping behaviour of the Indian consumers. Shopping today is much more than just buying; it is an experience in itself. Consumers have different motivations to exhibit various actions or behaviours in the marketplace. With the help of this study, the hedonic motivation of the consumers is identified by 17 items and captured under six components or factors using exploratory factor analysis. Thereafter, multiple regression analysis is used to anticipate the impact of these factors on their buying behaviour. This study will help marketers to understand the shopping motivations of consumers and help them to frame their marketing strategies in the state.