INDIAN CLOTHING

Indian Clothing for Women in Killen Mall Texas

Indian Clothing for Women in Killen Mall Texas

Literature Review

Shopping motivations have been studied by several researchers, resulting in a broad range of literature. Many researchers have come up with many factors for what shoppers consider while doing shopping in malls. The customers come for shopping with their own perception, motivation and requirements. In reviewing the literature, shopping malls motivations range from utilitarian to hedonic motivation or experiential motivation. For purchasing particular products, many shoppers enter malls with this objective. For functional product benefits, they are utilitarian shoppers (Tauber, 1972). Satisfaction of economic or functional needs involves utilitarian motivation (Babin, et al, 1994) and as rational and task related are often been characterized (Batra & Ahtola, 1991). By neglecting all the other motivations and only for the product(s) shoppers want to purchase, utilitarian shoppers may only visit shopping malls with this purpose (Babin, et al. 1994). They pay less attention to the decoration of the mall and to other products, because of their shopping motives and objectives as these elements are considered “irrelevant” (Fischer and Arnold, 1990). Utilitarian motivations described suitable shopping; reducing the costs and specific information, or services, and procuring goods; (i.e., effort, time, and money) that may have to be exhausted in waiting in check-out lines, finding specific services or products, transportation (Kim & Kang, 1997). As quickly as possible, the main motivation of shoppers is to purchase predetermined goods. For this type of shopper, shopping is “work”. In comparison, with non-utilitarian motives some consumers enter malls mainly. It can be hedonic shipping for them - it is “fun”. Regardless of whether or not a purchase was made, consumers may enjoy an emotionally satisfying experience related to the shopping activity and hedonic shopping is viewed as a positive experience. The task orientation of utilitarian shopping motivations, hedonic shopping motivations are in a similar way, with hedonic fulfillment, only the “task” is concerned, such as sensory stimulation, amusement, and experiencing fun. These hedonic satisfactions may be derivative from social experiences outside the home, browsing, entertainment, and ambience (e.g., watching people, meeting friends) (Babin et al., 1994).

Tauber (1972) did a research to investigate the shopping motivations. By dividing in to two categories of social and personal, he did two interviews. He identified the sensory stimulation, physical activity, learning about new trends, self-gratification, diversion, and the need for role playing, in the category of personal shopping motivations. The need for pleasure of bargaining, authority & status, peer group attraction, communication with others having the same interest, and social experiences outside the home were included in the category of social shopping motivations.

The distinct patterns of the mall habitat were identified by the Bloch et al. (1994). The six patterns captured were mall enthusiasts (enjoyment of the mall aesthetics, high level of purchasing, e.g., experiential consumption, appearance, and physical design), escape (an escape from routine, and a relief from boredom), social affiliation (socializing with others and enjoyment of communicating), knowledge or epistemic (obtaining information about ...