Hedonism and culture: impact on shopping behaviour - a research agenda

Abstract

Increasingly consumer shopping behaviour is being seen from the holistic perspective of the entire shopping experience. The holistic view requires a retailer to focus on the shopper experience with the store. Thus the retailer focus is not on the store itself but what the store means to the shoppers. This implies that a retailer needs to understand the ‘way in which’ different shoppers perceive the same store.