Shopping for pleasure? Shopping experiences of Hungarian consumers
International Journal of Retail & Distribution Management
ISSN: 0959-0552
Article publication date: 22 May 2007
Abstract
Purpose
To examine shopping motives and behaviour in shopping centres in Hungary, which has seen rapid and recent development in its retail structure. To explore whether the level of hedonic shopping value derived by consumers is less pronounced than in more developed market economies, and to develop a taxonomy of patterns of shopping behaviour which may establish a baseline for future research in the country.
Design/methodology/approach
The data were collected through a mall intercept survey of 355 shoppers at seven large shopping centres in five major cities in Hungary.
Findings
Hungarian consumers tend to approach shopping as work, despite the rapid development of the retail industry in the country. Four shoppers' segments are identified using cluster analysis: relaxed utilitarians, strict utilitarians, committed shoppers and browsers.
Practical implications
Given the emphasis of Hungarian consumers on product‐related shopping motives and that they make most of their purchase decisions prior to their mall visit, marketing campaigns should be focused on providing information about retailers' offers beforehand. Social and recreational appeals for attracting consumers to the mall may not work well.
Originality/value
The study contributes to the growing body of cross national research on shopping behaviour by shedding light on the shopping motives and experiences of Hungarian consumers. The consumer segments uncovered are of value to both local and international retailers.
Keywords
Citation
Millan, E.S. and Howard, E. (2007), "Shopping for pleasure? Shopping experiences of Hungarian consumers", International Journal of Retail & Distribution Management, Vol. 35 No. 6, pp. 474-487. https://doi.org/10.1108/09590550710750340
Publisher
:Emerald Group Publishing Limited
Copyright © 2007, Emerald Group Publishing Limited