WELCOME

TO
OUR
PRESENTATION
 PRESENTATION ON
Measuring the effect of the Hedonic
and Utilitarian Motives on Shopping
 Background to the problem
The shopping behavior of consumers depends on many factors such as gender,
psychology, economic condition, technology, social environment, tradition etc.
The etymology of the word "motivation"
derives from a verb "movere"
which meaning is "to move" in Latin
Literature analysis on consumer behavior suggests that consumer purchase
goods and services and perform consumption behavior because of the two basic
motivations
1. Hedonic motive (from sensory attributes);
2. Utilitarian motive (from functional and no sensory attributes).
 Statement of Problem

Hedonic Motive

Utilitarian Motive
Objective

Main Objective of the study is measuring the effect of the

Hedonic and Utilitarian Motives on Shopping.
The Limitation of our study
 Approach to the problem
Research design
Methodology Questionnaire
Data collection
Data Analysis
Research Model

H1

H2
 Findings
Demographical discussion Of Respondent

Gender

Female
32%

Male
68%
 Marital status

Married
41%
Single
59%
 Lives in

Rural
Area
32%

Urban
Area
68%
 Occupation
60
55%
40
33%
20
9%
0 2% 1%
n ts on n y an ife
d e ati pa om w
u iz m se
S t
gan Co /w o u
r te an H
t .O iva
s m
v P r s
Go is n
e
Bu
 Age
74%
60
30
21%
0 5%
 Education
30 33% 32%

15 17% 18%

0
 Family Income
45
39%
30 37%

15 12% 12%
0
 Frequency Of Shopping
50
44%
40
34%
30
20
14%
10
8%

0
More Than Once a Week Twice a one a month
once a week Month
 Reasons For Visiting Shopping mall
80%
82%
60% 65%
56% 57%
40%
38% 35%
20%
0% 9%
s s s t s
rie rie c t ou
tin
g
i ng e r
e o du g ra p p th
c ss o t in b o O
ro e pr a l e S h
G c E e
ng ac a lt y /C ow
i i
y nd c n g
in
d
Bu g
a
sp
e
l i zi W
in g c ia
h n
ot yi S o
cl Bu s /
ng n d
i e
Bu
y fri
g
it n
ee
M
 Preferable Shopping Mall/Shop

V.I.P Tower 11%

Afmi 13%
Mimi 9%
Aarong 10%
Mohammadia 56%
Monereko 3%
Sanmar 7%
Keari 6%
Teri Bazar 6%
Riaz Uddin Bazar 14%
Lucky Plaza 13%
Central Plaza 2%
Shooping Complex 6%
Moti Complex 7%
Moti Tower 42%
Guljar Tower 12%
New Market 23%
Akhjtaruzzaman 12%
Finlay 4%
Jahur Hoker 4%
Easy Brand 1%
Singapur Bankok 8%
Cloth tree 8%
Art shooping Mall 2%
Chawk View Marked 1%
Younusco Center 2%
Rich Mart 3%
Agura 4%
Apex 4%
Shoilpick 8%
Bata 5%
 Descriptive Analysis

Descriptive Statistics  
  N Mean Std. Deviation Rank

Hedonic Motives 100 4.6900 1.27723 1

Utilitarian Motive 100 4.3750 1.66458 3

Brand Effect 100 4.5162 1.48962 2

 Correlation Analysis

  Hedonic Motives Utilitarian Motive Brand Effect

Hedonic Motives 1

Utilitarian Motive -.795** 1

Brand Effect -.592** .762** 1

 Reliability Analysis

  Cronbach's Alpha N of Items

Hedonic Motive .922 12

Utilitarian Motive .862 4

Brand Effect .921 8

 Regression Analysis

Model Summary
Adjusted R Std. Error of the
Model R R Square
Square Estimate
1 .763a .582 .573 .97324
a. Predictors: (Constant), Average of Utilitarian Motive, Average of Hedonic Motives
 
 ANOVAb
Sum of
Model df Mean Square F Sig.
Squares
Regression 127.799 2 63.899 67.462 .000a
1 Residual 91.878 97 .947    
Total 219.677 99      
 Coefficientsa
Standardize
Unstandardized
d
Coefficients
Model Coefficients t Sig.
Std.
B Beta
Error
(Constant) 1.190 .969   1.228 .223
Hedonic Motives .046 .126 .040 .368 .714
1
Utilitarian Motive .711 .097 .794 7.333 .000
 Discussion
This study mainly explores any possible relationship
between the utilitarian & hedonistic consumer behaviors
and brand effect.
 Conclusion
The purpose of research has been show the effect of hedonic and utilitarian
motives on shopping or consumer behavior In Bangladeshi peoples.
 Recommendations
The study recommend that If the Hedonic motive
increase the shopping mall environment will be more
efficient