Please use this identifier to cite or link to this item: http://hdl.handle.net/1893/891
Appears in Collections:Marketing and Retail Journal Articles
Peer Review Status: Refereed
Title: Hedonic and Utilitarian Shopper Types in Evolved and Created Retail Agglomerations
Authors: Teller, Christoph
Reutterer, Thomas
Schnedlitz, Peter
Contact Email: christoph.teller@stir.ac.uk
Keywords: retail agglomeration
retail patronage
hedonic and utilitarian shopping orientation
shopping behaviour
Issue Date: Jul-2008
Publisher: Taylor & Francis
Citation: Teller C, Reutterer T & Schnedlitz P (2008) Hedonic and Utilitarian Shopper Types in Evolved and Created Retail Agglomerations, International Review of Retail, Distribution and Consumer Research, 18 (3), pp. 283-309.
Abstract: This paper focuses on the impact of hedonic and utilitarian values of shopping on retail agglomeration patronage issues, in particular on shopping behaviour and the perception of retail agglomerations. Our empirical study is based on a discussion of agglomerations’ potential to attract utilitarian and hedonic shopper types. A sample of 2,139 customers were interviewed in a peripheral shopping mall as well as on an inner city shopping street and confronted with a multi-item scale operationalising shopping values as developed by Babin et al. (1994). Using a standard fuzzy c-means clustering algorithm we identified four distinct shopper types. The results show that hedonists are represented by a higher number of females, earn lower individual incomes and are less educated compared to utilitarians. Interestingly, a higher share of hedonists visited the shopping mall. Overall, they make more shopping trips to agglomerations, stay there longer, visit more stores and – depending on the agglomeration format – spend less than or the same amount as utilitarians. Finally, we see that those customers who are attracted by agglomerations because of atmospheric and price stimuli are typical hedonists.
Type: Journal Article
URI: http://hdl.handle.net/1893/891
DOI Link: http://dx.doi.org/10.1080/09593960802113877
Rights: Published in The International Review of Retail, Distribution and Consumer Research by Taylor & Francis. This is an electronic version of an article published in The International Review of Retail, Distribution and Consumer Research, Volume 18, Number 3, July 2008, pp. 283-309. The International Review of Retail, Distribution and Consumer Research is available online at: http://www.informaworld.com/openurl?genre=article&issn=0959-3969&volume=18&issue=3&spage=283
Affiliation: Marketing and Retail Division
Vienna University of Economics And Business Administration
University of Stirling

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