International Journal of Management and Business
IJMB Volume I, Issue 1
Hedonic Buying Motivation and Time-Style: What Makes Hurried Woman Shoppers Tick
Maria Avelloa*, Diana Gavilánb, Francis Blascoc and Carmen Abrild
Universidad Complutense de Madrid, Departamento de Comercialización e Investigación de Mercados
adFacultad de Ciencias Económicas y Empresariales, amavello@emp.ucm.es, dabrilbar@telefonica.net
bFacultad de Ciencias de la Información, ddiana@soleste.es
cEscuela Universitaria de Estudios Empresariales. Avenida Islas Filipinas, fblasco@emp.ucm.es
Madrid, Spain
ABSTARCT
This work jointly encompasses a study of time-style and the hedonic motivations for the buying behavior of urban working women. Both these aspects have been previously studied individually in marketing literature. However, analyzing both simultaneously will help to better understand the shopping experience. By using one scale for time-styles and another for hedonic motivation, a buyer typology is carried out and reveals three distinct groups of buyers: efficient-recreational, erratic and pragmatic. These results suggest that women face the shopping task in different ways, based on the satisfaction obtained from the experience and their time-style. From this typology, both academic conclusions and recommendations for the development of more efficient retail strategies are derived.
Keywords: Time-style, hedonic motivation, shopping, typology, female buying behavior and lifestyles.
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