GENDER DIFFERENCE BETWEEN HEDONIC MOTIVATION, PURCHASING & BUYING BEHAVIOR

Abstract

Purpose - Major aim of this study is to find the affect of hedonic motivation leading to purchasing and buying behavior with respect to the difference in gender. How does pleasure seeking can lead to luxury consumption and what pattern does the particular gender follow. Methodology/Sample - The study is an Exploratory Research via Grounded Theory. Data collection is conducted through Focus Groups. Sample sizes of about 50% male and 50% females in the focus group of almost 100 respondents were taken from Karachi Pakistan. The data is later processed through Projected Techniques to find out the conclusive result. Findings - The analysis leads to the primary findings, reflecting the difference in hedonic motivation pertaining to every individual separately. Each individual has their own insight on how to seek and attain pleasure through purchasing. Some major findings over the attributes of hedonic motivation leading to purchasing behavior are shared in this report. Practical Implications - The findings of this study can be helpful to the researchers who are in the pursuit of taking this phenomenon of pleasure seeking further elaborated. It will help the luxury brand consumers to understand the psyche ofthe brand, their self image related to it with its consumption