Shopping Experience of Hypermarket Shoppers on Weekends

Authors

  •   Sunil Atulkar Research Scholar, Department of Management Studies, TA-206 New Teaching Block, Maulana Azad National Institute of Technology (MANIT), Bhopal - 462 003, Madhya Pradesh
  •   Bikrant Kesari Assistant Professor, Department of Management Studies, TA-205 New Teaching Block, Department of Management Studies, Maulana Azad National Institute of Technology (MANIT), Bhopal - 462 003, Madhya Pradesh

DOI:

https://doi.org/10.17010/ijom/2016/v46/i11/104738

Keywords:

Customer

, Customer Shopping Experience, Hypermarket, Retail, Retailers

Paper Submission Date

, March 23, 2016, Paper sent back for Revision, July 7, Paper Acceptance Date, September 30, 2016.

Abstract

Improving the retail customer shopping experience in hypermarkets, especially in weekends is a key to enhance the performance of retail stores. The present research focused on hypermarket shoppers to measure the customer shopping experiences with different dimensions of customer shopping experiences by establishing a research framework based on 366 user responses. Confirmatory factor analysis and structural equation modeling (SEM) were used to analyze and validate the proposed research framework. The paper is a first of its kind to discuss the various dimensions of customer shopping experience, especially in Bhopal city (Central India). The research findings showed that the customer shopping experiences are unpredictable and are positively influenced by enjoyment, emotional attachment, comfort, uniqueness, and impulsiveness dimensions of customer shopping experiences. Therefore, this study would help hypermarket retailers to focus on these constructs, which are considered as an important dimension of the customer shopping experience, and would help the retailers in gaining a competitive advantage, attracting new customers, and to hold their profitable customers by enhancing customer shopping experiences in the current retail scenario.

Downloads

Download data is not yet available.

Downloads

Published

2016-11-01

How to Cite

Atulkar, S., & Kesari, B. (2016). Shopping Experience of Hypermarket Shoppers on Weekends. Indian Journal of Marketing, 46(11), 36–49. https://doi.org/10.17010/ijom/2016/v46/i11/104738

Issue

Volume 46, Issue 11, November 2016

Section

Articles
Crossref
Scopus
Google Scholar
Europe PMC

References

Amos, C., Holmes, G. R., & Keneson, W.C. (2014). A meta-analysis of consumer impulse buying. Journal of Retailing and Consumer Services, 21 (2), 86 - 97.

Arnold, M.J., & Reynolds, K.E. (2003). Hedonic shopping motivations. Journal of Retailing, 108 (2), 1 - 20.

Arnold, M.J., Reynolds, K.E., Ponder, N., & Lueg, J.E. (2005). Customer delight in a retail context: Investigating delightful and terrible shopping experiences. Journal of Business Research, 58 (8), 1132-1145.

Babin, B.J., & Darden, W.R. (1996). Good and bad shopping vibes: Spending and patronage satisfaction. Journal of Business Research, 35 (3), 201 - 206.

Babin, B.J., Darden, W.R., & Griffin, M. (1994). Work and/or fun: Measuring hedonic and utilitarian shopping value. Journal of Consumer Research, 20 (4), 644-656.

Babin, B.J., Lee, Y. - K., Kim, E. - J., & Griffin, M. (2005). Modeling consumer satisfaction and word-of mouth: Restaurant patronage in Korea. Journal of Service Marketing, 19 (3), 133 - 139.

Backstrom, K. (2011). Shopping as leisure: An exploration of manifoldness and dynamics in consumers shopping experiences. Journal of Retailing and Consumer Services, 18 (3), 200-209.

Badgaiyan, A. J., & Verma, A. (2014). Intrinsic factors affecting impulsive buying behavior-Evidence from India. Journal of Retailing and Consumer Services, 21(4), 537 - 549.

Bagdare, S., & Jain, R. (2013). Measuring retail customer experience. International Journal of Retail & Distribution Management, 41 (10), 790-804.

Bagozzi, R.P., & Edwards, J. R. (1998). A general approach for representing constructs in organizational research. Organizational Research Methods, 1 (1), 45 - 87.

Batra, R., & Ahtola, O.T. (1991). Measuring the hedonic and utilitarian sources of customer attitudes. Marketing Letters, 2 (2), 159 - 170.

Berry, L.L., Gresham, L.G., & Millikin, N.L. (1990). Marketing in retailing: A research agenda. The International Review of Retail, Distribution and Consumer Research, 1 (1), 5-16.

Berry, L.L., Seiders, K., & Grewal, D. (2002). Understanding service convenience. Journal of Marketing, 66 (3), 1 - 17.

Bloch, P., Ridgway, N., & Dawson, S. (1994). The shopping mall as consumer habitat. Journal of Retailing, 70 (1), 23 42.

Chin, W.W. (2001). PLS-Graph user's guide. CT Bauer College of Business, University of Houston, USA.

Davison, A.C., Hinkley, D.V., & Young, G.A. (2003). Recent developments in bootstrap methodology. Statistical Science, 18 (2), 141 - 157.

Fornell, C., & Larcker, D.F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18 (1), 39 - 50.

Gentile, C., Spiller, N., & Noci, G. (2007). How to sustain the customer experience: An overview of experience components that co-create value with the customer. European Management Journal, 25 (5), 395-410.

Ghosh, P., Tripathi, V., & Kumar, A. (2009). Customer expectations of store attributes: A study of organized retail outlets in India. Journal of Retail & Leisure Property, 9 (1), 75 - 87.

Hair, J.F., Anderson, E.R., Tatham, L.R., & Black, C.W. (1998). Multivariate data analysis (5th ed.). Prentice-Hall, London.

Henseler, J., Ringle, C.M., & Sinkovics, R.R. (2009). The use of partial least squares path modeling in international marketing. Advances in International Marketing, 20 (1), 277 - 319.

Holbrook, M.B. (1999). Consumer value: A framework for analysis and research. London : Routledge.

Holbrook, M.B., & Hirschman, E.C. (1982). The experiential aspects of consumption: consumer fantasies, feelings and fun. Journal of Consumer Research, 9 (2), 132-140.

India Brand Equity Foundation. (2013). Retail. Retrieved from http://www.ibef.org/download /Retail-March220313.pdf

Iyengar, S. S., & Lepper, M. R. (2000). When choice is demotivating: Can one desire too much of a good thing? Journal of Personality and Social Psychology, 79 (6), 995 - 1006.

Jahan, N. F., & Ramakrishnan, L. (2009). Exploring the trends of retail formats in India: A study of hypermarkets in Bangalore city. Indian Journal of Marketing, 39 (8), 11-22.

Jha, S., & Singh, B. (2013). Impact of ambient music and affability of salespersons on consumer behaviour in a real retail setting with emphasis on gender differences. Indian Journal of Marketing, 43 (4), 5-11. DOI: 10.17010/ijom/2013/v43/i4/36373

Jones, P., Comfort, D., Clarke-Hill, C., & Hillier, D. (2010). Retail experience stores: Experiencing the brand first hand. Marketing Intelligence and Planning, 28 (3), 241-248.

Kelly, J. R. (1983). Leisure identities and interactions. London : George Allen and Unwin.

Kesari, B., & Atulkar, S. (2016). Satisfaction of mall shoppers: A study on perceived utilitarian and hedonic shopping values. Journal of Retailing and Consumer Services, 31, 22-31.

Khare, A. (2011). Mall shopping behaviour of Indian small town consumers. Journal of Retailing and Consumer Services, 18 (1), 110-118.

Kotler, P. (2003). Marketing management (11th European ed.). Upper Saddle River, NJ : Prentice Hall.

Kyle, G., Graefe, A., Manning, R., & Bacon, J. (2004). Predictors of behavioral loyalty among hikers along the appalachian trail. Leisure Science, 26 (1), 99 - 118.

Liljander, V., & Strandvik, T. (1997). Emotion in service satisfaction. International Journal of Service Industry Management, 8 (2), 148-169.

Lin, C.P., & Ding, C.G. (2006). Evaluating the group differences in gender during the formation of relationship quality and loyalty in ISP service. Journal of Organizational End User Computing, 18 (1), 38-62.

Mattila, A.S., & Wirtz, J. (2008). The role of store environmental stimulation and social factors on impulse purchasing. Journal of Service Marketing, 22 (7), 562 - 567.

Nunnally, J.C. (1978). Psychometric theory. New York, NY : McGraw-Hill.

Oliver, R.L., Rust, R.T., & Varki, S. (1997). Customer delight: Foundations, findings and managerial insight. Journal of Retailing, 73 (3), 311-336.

Palmer, A. (2010). Customer experience management: A critical review. Journal of Services Marketing, 24 (3), 196208.

Pathak, S.V., & Tripathi, A. P. (2009). Customer shopping behavior among modern retail formats: A study of Delhi & NCR. Indian Journal of Marketing, 39 (2), 3-12.

Raykov, T. (1997). Estimation of composite reliability for congeneric measures. Applied Psychological Measurement, 21 (2), 173 - 184.

Ringle, C.M., Wende, S., & Will, A. (2005). SmartPLS 2.0(M3) Beta. Hamburg: SmartPLS.

Sharma, P., Sivakumaran, B., & Marshall, R. (2010). Impulse buying and variety seeking: A trait-correlates perspective. Journal of Business Research, 63 (3), 276-283.

Sherman, E., Mathur, A., & Smith, R.B. (1997). Store environment and consumer purchase behaviour: Mediating role of consumer emotions. Psychology & Marketing, 14 (4), 361-378.

Silvera, D.H., Lavack, A.M., & Kropp, F. (2008). Impulse buying: the role of affect, social influence, and subjective well-being. Journal of Consumer Marketing, 25 (1), 23-33.

Sinha, P.K., & Banerjee, A. (2004). Store choice behavior in an evolving market. Journal of Retail and Distribution Management, 32 (10), 482-494.

Sullivan, M., & Adcock, D. (2002). Retail marketing. London : Thomson Learning.

To, P.L., Liao, C., & Lin, T. H. (2007). Shopping motivations on Internet: A study based on utilitarian and hedonic value. Technovation, 27 (12), 774 - 787.

Venkateswaran, N., & Mahalakshmi, V. (2009). Role of retailing and growth of hypermarkets in India. Indian Journal of Marketing, 39 (10), 3-11.

Verhoef, P.C., Lemon, K.N., Parasuraman, A., Roggeveen, A., Tsiros, M., & Schlesinger, L.A. (2009). Customer experience creation: Determinants, dynamics and management strategies. Journal of Retailing, 85 (1), 31-41.

Wakefield, K.L., & Baker, J. (1998). Excitement at the mall: Determinants and effects on shopping response. Journal of Retailing, 74 (3), 515-540.

Webster, J., Trevino, L.K., & Ryan, L. (1993). The dimensionality and correlates of flow in human - computer interactions. Computer in Human Behaviour, 9 (4), 411-426.

Werts, C.E., Linn, R.L., & Joreskog, K.G. (1974). Intraclass reliability estimates: Testing structural assumptions. Educational and Psychological Measurement, 34 (1), 25 - 33.

Westbrook, R.A., & Black, W.C. (1985). A motivation-based shopper typology. Journal of Retailing, 61 (1), 78 - 103.