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Utilitarian and hedonic shopping value in the US discount sector

Author

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  • Carpenter, Jason M.
  • Moore, Marguerite

Abstract

General merchandise discount retailers in the US have evolved to offer higher levels of hedonic shopping value, thereby intensifying levels of intra- and inter-type competition within the industry. Academic research on consumer reactions to these efforts is limited. This study investigates consumers’ perceptions of utilitarian and hedonic shopping value associated with the two leading US general merchandise discounters. Findings suggest differences in perceptions of the level of hedonic benefits offered by the discounters and provide useful insight for the further development of marketing strategies.

Suggested Citation

  • Carpenter, Jason M. & Moore, Marguerite, 2009. "Utilitarian and hedonic shopping value in the US discount sector," Journal of Retailing and Consumer Services, Elsevier, vol. 16(1), pages 68-74.
    • Handle: RePEc:eee:joreco:v:16:y:2009:i:1:p:68-74
    DOI: 10.1016/j.jretconser.2008.10.002
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    References listed on IDEAS

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