The impact of hedonic & utilitarian attributes as key determinants in consumer purchase intentions towards fast moving consumer goods (FMCGS) at retail markets in Pakistan

Abstract

Shopping value holds a key determinant of customer value in retail marketing. The academic literature has identified two dimensions of shopping value; hedonic value and utilitarian value. Hedonic value is derived from the shopping experience; it’s the emotional or psychological worth of the experience (Holbrook and Hirschman, 1982). In contrast, Utilitarian value refers to the consumer’s evaluation of whether the entire shopping experience was successful in terms of satisfying the need that motivated the shopping trip (Holbrook and Hirschman, 1982). attributes, which define the Utilitarian Value and Hedonic Value as important factors in developing consumer attitude towards purchase intention for FMCG’S at retail markets in Pakistan. This study banks on quantitative, deductive research approach.