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Title: Hedonic and Utilitarian motive of the Shoppers at Retail Stores and Malls

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Title:
Hedonic and Utilitarian motive of the Shoppers at Retail Stores and Malls
Author Name:
Mr. Sunil Pawar
Abstract:
The retail industry in India has had a phenomenal growth over the past few years. This has made firms to enter in to the market and establish themselves. The industry which was infant at one stage has leaped to one of the most vital organ of GDP growth. As the industry today is filled with competition and choices for the customers it becomes necessary to understand the decision making and the motives behind the decision of visiting and purchasing. This research paper focuses on the factors that influence the customer’s frequency to visit the stores and also the motives behind it. The paper focuses on the behavioral pattern whether a customer is with hedonic or is with utilitarian motive for visiting the stores.
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