H. Lakshmi, B.S. Harisha, B.N. Prathap


This paper is intended to evaluate the impact of hedonistic shopping motives at the mall, such as food and grocery retail stores. Hedonic shopping motives generally stimulate consumers’ impulse purchase behavior (psychological route) and encourage buyers to stay longer in the store (behavior route), which in turn leads to higher consumer spending. It is also observed that there is a moderating effect of co-shoppe influences on these two routes. Data was collected through a structured questionnaire of 150xrespondents on a field survey conducted in Bangalore, Karnataka. Chi-Square and ANOVA tests are used to analyze data through the SPSS package. The results show that the influence of the buyer plays an important role as the growing moderator of consumer shopping, as it actually increases the purchase quantity with-in a short time.


Hedonic shopping motives, Impulse purchase, Co-shopper influence, Food and grocery retail, Hedonic shopping, Retailing.


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