Role of Media on Hedonic Shopping among Undergraduate Girls in Alphonsa College: Pala, Kottayam District of Kerala
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| Title: | Role of Media on Hedonic Shopping among Undergraduate Girls in Alphonsa College: Pala, Kottayam District of Kerala |
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| Language: | English |
| Authors: | Thomas, Deepa K., Shajimon, P. P. |
| Source: | Shanlax International Journal of Education. Jun 2019 7(3):1-5. |
| Availability: | Shanlax International Journals. 66, V.P. Complex, T.P.K. Main Road, Near KVB Vasantha Nagar, Madurai Tamil Nadu 625003, India. e-mail: shanlaxjournals@gmail.com; Web site: http://www.shanlaxjournals.in/journals/index.php/education |
| Peer Reviewed: | Y |
| Page Count: | 5 |
| Publication Date: | 2019 |
| Document Type: | Journal Articles Reports - Research |
| Education Level: | Higher Education Postsecondary Education |
| Descriptors: | Foreign Countries, Mass Media Effects, Undergraduate Students, Females, Recreational Activities, Consumer Economics, Purchasing, Psychological Patterns, Leisure Time |
| Geographic Terms: | India |
| ISSN: | 2320-2653 |
| Abstract: | Changes within the structure of a dynamic market and competition influences purchasing preferences and behavior of customers. The consumption fact of today differs from traditional consumption perceptions. This difference is caused by the fact that the act of consumption is not only based on utilitarian but also hedonic instincts. The shopping experience can range from pleasing to terrible, that would be based on a variety of factors including how the customer is treated, convenience, the type of goods being purchased and mood of the customers. In hedonic oriented consumers derive satisfaction from the shopping activity itself on the other hand the task oriented consumer engages in shopping out of necessity. consumers choose the products with the help of media because media give the full detail about the products, offers and about discount etc. The present study attempts to examine the role of media on college going girls towards hedonic shopping. The study has been based on the primary data from 51 degree students from Alphonsa College, Pala. The data are collected using Purposive Random Sampling Technique. |
| Abstractor: | As Provided |
| Entry Date: | 2020 |
| Accession Number: | EJ1245252 |
| Database: | ERIC |
| Abstract: | Changes within the structure of a dynamic market and competition influences purchasing preferences and behavior of customers. The consumption fact of today differs from traditional consumption perceptions. This difference is caused by the fact that the act of consumption is not only based on utilitarian but also hedonic instincts. The shopping experience can range from pleasing to terrible, that would be based on a variety of factors including how the customer is treated, convenience, the type of goods being purchased and mood of the customers. In hedonic oriented consumers derive satisfaction from the shopping activity itself on the other hand the task oriented consumer engages in shopping out of necessity. consumers choose the products with the help of media because media give the full detail about the products, offers and about discount etc. The present study attempts to examine the role of media on college going girls towards hedonic shopping. The study has been based on the primary data from 51 degree students from Alphonsa College, Pala. The data are collected using Purposive Random Sampling Technique. |
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| ISSN: | 2320-2653 |
