Role of Media on Hedonic Shopping among Undergraduate Girls in Alphonsa College: Pala, Kottayam District of Kerala

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.