Statistics
| Number of Journals | 22 |
| Number of Issues | 501 |
| Number of Articles | 5,252 |
| Article View | 9,906,545 |
| PDF Download | 6,602,423 |
Phenomenological Explanation of the Grocery Shopping Motivations in Iran | ||
| پژوهش های جامعه شناسی معاصر | ||
| Article 10, Volume 9, Issue 17, March 2021, Pages 277-307 PDF (846.24 K) | ||
| Document Type: Research Article | ||
| DOI: 10.22084/csr.2021.22797.1868 | ||
| Authors | ||
| milad Bakhshi1; Kambiz Heidarzadeh* 2; Mirahamad Amirshahi3; Rohollah Zaboli4 | ||
| 1PhD Student in Marketing Management, Department of Business Management, Science and Research Branch, Islamic Azad University, Tehran, Iran | ||
| 2Associate Professor, Department of Business Management, Faculty of Management and Economics, Islamic Azad University, Science and Research Branch, Tehran, Iran | ||
| 3Associate Professor of Business Management, Department of Business Management, Faculty of Management, Al-Zahra University, Tehran, Iran | ||
| 4Associate Professor of Health Services Management, Department of Health Services Management, School of Health, Baqiyatallah University of Medical Sciences, Tehran, Iran | ||
| Abstract | ||
| The importance of consumption is often underestimated among social theorists. The first step in the study of consumption is the study of shopping, and the motivation of shopping is the first step of the study of shopping. On the other hand, in recent years, with the growth of chain stores, we are witnessing changes in shopping motivations and different behaviors of consumers and society in the face of these types of stores, which has been the basis of this study. Identifying the shopping motivations that shape different types of shopping trips and identifying different shopping destinations that are different store formats is important for academics and retailers. The aim of this study is the lived experience of shoppers of FMCG regarding shopping motivations, which has been examined by the phenomenological method and using participant observation and in-depth interviews. Ten accompanying shoppers and fourteen interviews were conducted to collect data and then the data was analyzed with MAXQDA2018 software. Based on the analysis, 9 main themes were identified in 3 groups of product-related, store-related, and hedonic motivations. Topics include product selection, product quality, utilitarian, store service, convenience, store environment, shopping value, self-gratifications, and role-play. Based on the findings, store-related motivations, as well as hedonic incentives, are very important and vital for GMCG goods, and special attention should be paid to them. | ||
| Keywords | ||
| Shopping Motivation; FMCG; phenomenology; Hedonic motivation | ||
| References | ||
|
اباذری، یوسف و کاظمی، عباس. (1384). رویکردهای نظری خرید: از جامعهشناسی تا مطالعات فرهنگی، نامه علوم اجتماعی، 25، 195-167. انیس، سین. (1396). بازاریابی فروش فروشگاهی، ترجمه کامبیز حیدرزاده و امیرعباس کایینی، تهران: نشر علم. ایلمونن، کای. (1393). تئوریهای مصرف مبتنی بر جامعهشناسی مصرف، ترجمه کامبیز حیدرزاده و افشین رهنما خانبیگلو. تهران: حکیم باشی. باکاک، رابرت. (1381). مصرف، ترجمه خسرو صبری. تهران، نشر و پژوهش شیرازه. برمن، بری.، اوانس، جویل. (1398). رویکرد استراتژیک بر مدیریت فروش فروشگاهی، ترجمه کامبیز حیدرزاده، میلاد بخشی و علیرضا کیا. تهران: نشر علم. بلک، راسل. فیشر، ایلین. کوزینتس، رابرت. (1393). تحقیقات کیفی در بازاریابی و رفتار مصرفکننده. ترجمه کامبیز حیدرزاده و افیشن رهنما خانبیگو. تهران: نشر علم. تقوایی فرد, لیلا, کریمی, مجیدرضا, راسخ, کرامت اله. (1398). تأثیر مصرف رسانه‌ای بر نگرش زنان به فرزندآوری در شهر جهرم. پژوهش های جامعه شناسی معاصر (علمی – پژوهشی)، 15(8)، 67-87. سولومون، مایکل. (1393). رفتار مصرفکننده: خریدن، بودن و داشتن، ترجمه کامبیز حیدرزاده. تهران: انتشارات بازاریابی. عبدالمنافی, سعید, سلیمانی, مریم. (1399). مطالعۀ عوامل مؤثر بر آگاهی از مد و مصرف مد حجاب؛ مورد مطالعه: زنان شهر اصفهان. جامعه شناسی کاربردی. (2) 31، 123-141. مایلز، استیون. مایلز، مالکوم. (1392). شهرهای مصرفی، ترجمه مرتضی قلیچ و محمدحسن خطیبی بایگی. تهران: تیسا. محمدپور، احمد. (1392). روش تحقیق کیفی ضد روش، جلد دوم، چاپ دوم، تهران: انتشارات جامعه شناسان. موون، جان. مینور، میشل. (1388). رفتار مصرفکننده، ترجمه کامبیز حیدرزاده. تهران: مرکز انتشارات علمی دانشگاه آزاد اسلامی قزوین. مهاجری, محمد, حیدرآبادی, ابوالقاسم, رحمانی فیروزجاه, علی. (1399). بررسی تأثیر سرمایه‌های اجتماعی و اقتصادی بر انتخاب الگوهای غذایی شهروندان تهرانی. پژوهش های جامعه شناسی معاصر (علمی – پژوهشی)، 16(1)، 143-160. Ardley, B. (2011). Marketing theory and critical phenomenology: Exploring the human side of management practice, Marketing Intelligence & Planning, 29(7), 628-642.
Arnold, M. J., Reynolds, K. E. (2003). Hedonic shopping motivations. Journal of Retailing, 79(2), 77-95.
Askegaard, S. and Linnet, J.T. (2011). Towards an epistemology of consumer culture theory: phenomenology and the context of context, Marketing Theory, 11 (4), 381-404.
Babin, Barry J., Darden, William R., & Griffin, Mitch. (1994). Work and/or fun: Measuring hedonic and utilitarian shopping value. Journal of Consumer Research, 20(4), 644-656.
Batra, Rajeev, & Ahtola, Olli. (1991). Measuring the hedonic and utilitarian sources of consumer attitudes. Marketing Letters, 2(2), 159-170.
Bellenger, D. N. (1980). Profiling the recreational shopper. Journal of retailing, 56(3), 77-92.
Beatty, S. E., Ferrell, M. E. (1998). Impulse buying: modeling its precursors. Journal of Retailing, 74(2), 169-191.
Bloch, P. H., Ridgway, N. M., & Sherrell, D. L. (1989). Extending the concept of shopping: an investigation of browsing activity. Journal of the Academy of Marketing Science, 17(1), 13-21.
Buttle, F., Coates, M. (1984). Shopping motives. The Service Industries Journal, 4(1), 71-81.
Büttner, O. B., Florack, A., Göritz, A. S. (2013). Shopping orientation and mindsets: How motivation influences consumer information processing during shopping. Psychology & Marketing, 30(9), 779-793.
Childers, T. L., Carr, C. L., Peck, J., & Carson, S. (2001). Hedonic and utilitarian motivations for online retail shopping behavior. Journal of retailing, 77(4), 511-535.
Cox, A. D., Cox, D., & Anderson, R.D. (2005). Reassessing the pleasures of store shopping. Journal of Business Research, 58(3), 250-259.
Dawson, S., Bloch, P. H., & Ridgway, N. M. (2002). Shopping motives, emotional states, and retail outcomes. The Environments of Retailing. London: Routledge, 65-81.
Childers, T. L., Carr, C. L., Peck, J., Carson, S. (2001). Hedonic and utilitarian motivations for online retail shopping behavior. Journal of retailing, 77(4), 511-535.
Cox, A. D., Cox, D., Anderson, R. D. (2005). Reassessing the pleasures of store shopping. Journal of Business research, 58(3), 250-259.
Denzin, N.K., Lincoln, Y.S., (2003). The Landscape of Qualitative Research—Theories and Issues, second ed. Sage Publications, Thousand Oaks, CA.
Farrag, Dalia A., El Sayed, Ismail M., Belk. Russell W. (2010). Mall Shopping Motives and Activities: A Multimethod Approach. Journal of International Consumer Marketing, 22, 95-115.
Fischer, E., & Arnold, S. J. (1990). More than a labor of love: Gender roles and Christmas shopping. Journal of Consumer Research, 17(3), 333-345.
Ganesh, J., Kristy, E.R. and Luckett, M.G. (2007). Retail patronage behavior and shopper typologies: a replication and extension using a multi-format, multi-method study, Journal of the Academy of Marketing Science, Vol. 35 No. 3, pp. 369-381.
Goulding, C. (1999). Consumer research, interpretive paradigms and methodological ambiguities, European Journal of Marketing, 33(10), 859-73.
Haytko, D. L., Baker, J. (2004). It’s all at the mall: exploring adolescent girls’ experiences. Journal of Retailing, 80(1), 67-83.
Hirschman, E. C., Holbrook, M. B. (1982). Hedonic consumption: emerging concepts, methods and propositions. Journal of Marketing, 46(3), 92-101.
Jamal, A., Davies, F., Chudry, F., Al-Marri, M. (2006). Profiling consumers: A study of Qatari consumers’ shopping motivations. Journal of retailing and consumer services, 13(1), 67-80.
Jin, B. and Kim, J.O. (2003). A typology of Korean discount shoppers: shopping motives, store attributes and outcomes, International Journal of Service Industry Management, Vol. 14, No. 4, 396-419.
Kvale, S. (1983). The qualitative research interview, Journal of phenomenological psychology, 14(1-2), 171-196.
Kim, H., & Kim, Y. (2008). Shopping enjoyment and store shopping modes: the moderating influence of chronic time pressure. Journal of Retailing and Consumer Services, 15(5), 410–419.
Kukar-Kinney, M., Close, A. G. (2010). The determinants of consumers’ online shopping cart abandonment. Journal of the Academy of Marketing Science, 38(2), 240-250.
Lee, E., Moschis, G. P., & Mathur, A. (2001). A study of life events and changes in patronage preferences. Journal of Business Research, 54(1), 25-38.
Luk, S. T., Sharma, P., Chen, I. S. (2013). Shopping motivation as a moderator in the retail service evaluation. Journal of services marketing, 27(10), 40-48. Moisander, J., Valtonen, A. and Hirsto, H. (2009). Personal interviews in cultural consumer research ˚ poststructuralist challenges, Consumption Markets and Culture, 12 (4), 329-48.
O’Curry, S., Strahilevitz, M. (2001). Probability and mode of acquisition effects on choices between hedonic and utilitarian options. Marketing Letters, 12(1), 37-49.
Overby, J. W., Lee, E. (2006). The effects of utilitarian and hedonic online shopping value on consumer preference and intentions. Journal of Business Research, 59(10–11), 1160-1166.
Pooler, J. (2003). Why We Shop: Emotional Rewards and Retail Strategies. Praeger Publisers, Westport, CT.
Ritzer, G., Goodman, D., Wiedenhoft, W. (2001). Theories of consumption. Handbook of Social Theory. Sage Publications. 410-27.
Roy, A. (1994). Correlates of mall visit frequency. Journal of Retailing, 70(2), 139-161.
Rubin, H. J., Rubin, J. J. (2005). Qualitative Interviewing: The Art of Hearing Data, second ed. Sage Publications, London, UK.
Schmitt, B. (2015). The “new wave” in studying Asian markets and consumers. Marketing Letters, 26(3), 261-264.
Scott, L.M. (1994). Images in advertising: the need for a theory of visual rhetoric, Journal of Consumer Research, 21, 252-73.
Seidman, I., (2006). Interviewing as Qualitative Research: A Guide for Researchers in Education and the Social Sciences, third ed. Teachers College Press, New York, NY.
Shavitt, S., Barnes, A. J. (2020). Culture and the Consumer Journey. Journal of Retailing, 96(1), 40-54.
Sherry, Jr, J. F. (1990). A sociocultural analysis of a Midwestern American flea market. Journal of consumer research, 17(1), 13-30.
Schembri, S. and Sandberg, J. (2011). The experiential meaning of service quality, Marketing Theory, 11(2), 165-86.
Spezial, H. and Carpenter, D. (2007). Qualitative Research in Nursing: Advancing the Humanistic Perspective, Philadelphia: Lippincott, Williams & Wilson.
Stone, G. P. (1954). City shoppers and urban identification: observations on the social psychology of city life. American Journal of Sociology, 60(1), 36-45.
Tauber, E. M. (1972). Marketing notes and communications: Why do people shop?. Journal of marketing, 36(4), 46-49.
Terblanche, N. S., Boshoff, C. (2004). The in-store shopping experience: a comparative study of supermarket and clothing store customers. South African Journal of Business Management, 35(4), 1-10.
Thompson, C. J., Locander, W. B., & Pollio, H. R. (1989). Putting consumer experience back into consumer research: The philosophy and method of existential-phenomenology. Journal of consumer research, 16(2), 133-146.
Thompson, Craig J., William B. Locander, and Howard R. Pollio (1989). Putting Consumer Experience Back into Consumer Research: The Philosophy and Method of Existential Phenomenology. Journal of Consumer Research, 16(2), 133-146.
Thompson, C. J., Locander, W. B., Pollio, H. R. (1990). The lived meaning of free choice: an existential-phenomenological description of everyday consumer experiences of contemporary married women. Journal of Consumer Research, 17(3), 346-361.
Thompson, CJ., Caring, C. (1996). Gendered consumption meanings and the juggling lifestyle, Journal of Consumer Research, 22(4), 388-407.
Wagner, T., Rudolph, T. (2010). Towards a hierarchical theory of shopping motivation. Journal of Retailing and Consumer Services, 17(5), 415-429.
Wagner. T., Rudolph, T. (2012). Towards a hierarchical theory of shopping motivation. Journal of Retailing and Consumer Services, 17, 415-429.
Westbrook, R.A., Black, W.C., (1985). A motivation-based shopper typology. Journal of Retailing, 61(1), 78-100.
Wakefield, K. L., Baker, J. (1998). Excitement at the mall: determinants and effects on shopping response. Journal of Retailing, 74(4), 515-539.
Williams, R. H., J. J. Painter, and H. R. Nicholas. (1978). A policy-oriented typology of grocery shoppers. Journal of Retailing, 54(1), 27-42.
Yim, M. Y. C., Yoo, S. C., Sauer, P. L., Seo, J. H. (2014). Hedonic shopping motivation and co-shopper influence on utilitarian grocery shopping in superstores. Journal of the Academy of Marketing Science, 42(5), 528-544.
Yoon, S. J. (2013). Antecedents and consequences of in‐store experiences based on an experiential typology. European Journal of Marketing, 47(5/6), 693-714. | ||
|
Statistics Article View: 732 PDF Download: 406 |
||