Measuring motivational factors for product category based on channels

Abstract

The aim is to examine whether shopping motivations for hedonic and utilitarian products differs with channel. An online survey was conducted among 400 respondents, out of which 350 were usable. Based on the extant literature, grocery and electronics were the utilitarian products chosen for the study. Apparel and jewellery were the chosen hedonic products. Results show that shopping motivations varied for product category based on channels. Consumers who looked for higher level of convenience shopped grocery online. Shopping enjoyment motivated consumers to purchase grocery from the physical stores. Consumers considered product availability for the online apparel shopping, whereas impulse buying tendency motivated towards its in-store purchases. Risk aversiveness motivated consumers to buy electronics in-store. Consumers valued employee attitude and purchase jewellery from the physical stores. Identification of motivations based on channels for product category enables retailers to witness in-depth understanding of consumer needs.