Utilitarian Motives and Purchase Behaviour of Indian Mall Shoppers

Abstract

Today most of the shopper shows purchase behavior from shopping mall retailers, as the utilitarian shoppers are distinguished by their intrinsic tendency to strike a utility-based shopping. Therefore, study tries to strengthen the association and promotion of utilitarian shopping motives with purchase behavior at shopping mall via search and purchase intentions. Confirmatory factor analysis and structural equation modeling analysis has been used to analyze and validate the proposed research framework. Study findings support the relationship between utilitarian shopping motives and purchase behavior, where both the search intention and purchase intention show significant positive influence on purchase behavior of Indian shoppers. Study also identifies the moderating role of gender on all the proposed relationships. Therefore, the outcomes would be helpful for the shopping mall retailers to plan their promotional activities effectively and efficiently for utilitarian shoppers. Similarly, the findings could also be useful for academicians and researchers to identify the shoppers buying behavior at shopping mall and help them to find out some more variables, related to consumer behavior in this highly competitive retail market scenario.

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