کد مقاله کد نشریه سال انتشار مقاله انگلیسی نسخه تمام متن
1116216 1488426 2014 9 صفحه PDF دانلود رایگان
عنوان انگلیسی مقاله ISI
Analytical Study of Shopping Motives of Young Customers for Selected Product Categories with Reference to Organized Retailing in Select Metropolitan Select Cities of India
ترجمه فارسی عنوان
بررسی تحلیلی انگیزه های خرید مشتریان جوان برای دسته بندی های انتخاب شده با مراجعه به خرده فروشی های سازمان یافته در شهرهای انتخابی شهر متروپولیتن هند
کلمات کلیدی
انگیزه ها، خرده فروشی سازمان یافته، خرید کردن،
موضوعات مرتبط
علوم انسانی و اجتماعی علوم انسانی و هنر هنر و علوم انسانی (عمومی)
چکیده انگلیسی
The paper analyses the shopping motives of customers in the age group of 15 to 29 years with reference to organized retailing in metropolitan cities of India. Two metropolitan cities, Pune and Mumbai have been selected for the study. The respondents were asked to identify their predominant shopping motives in organized retail out of a set of 23 motives and relate it to six product categories i.e. books and music, apparel, consumer electronics, eyewear, personal care and home décor using a structured questionnaire. The motives were divided into three broad categories, namely utilitarian motives, hedonic motives and Correspondence analysis was administered to identify the predominant shopping motives for each product category. The findings indicate that hedonic and convenience motives play a predominant role while shopping in organized retail outlets by the selected age group. The paper provides an important perspective to retailers and research has shown that satisfaction of shopping motives leads to retail patronage
ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: Procedia - Social and Behavioral Sciences - Volume 133, 15 May 2014, Pages 160-168
نویسندگان
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