HEDONIC SHOPPING MOTIVATIONS, SUPERMARKET ATTRIBUTES, AND

SHOPPER LOYALTY TO KCC MALL – EVIDENCE FROM GENERAL SANTOS

CITY
CHERELYN T. NAVARRO

ABSTRACT:
The study investigates the role of hedonic shopping motivations, and supermarket attributes to
shopper loyalty to KCC Mall of General Santos City. Measures based on related literature and
studies were used in this study. A total of 50 shoppers from General Santos City were taken as
the participants. A survey questionnaire was adopted and used to achieve the objective of this
study. The Pearson correlation was then administered to identify the relationship between
hedonic shopping motivations, supermarket attributes, and shopper loyalty. Results show that
there is a strong significant correlation between the three variables. The supermarket attributes
were the key component in shopper loyalty, while hedonic shopping motivations to loyalty are
considered moderate. Therefore, findings of the study suggest to supermarket managers that they
must also position their marketing strategies on the hedonic motivation dimension to stimulate
hedonic shoppers. Also, because it was found that supermarket attributes are the key to loyalty,
managers must enhance the quality of supermarket attributes to increase the number of loyal
customers. Finally, limitations of the study are the small sample size and focused attention on
one specific mall. A bigger sample size and a comparison of different malls will direct to further
research. Utilitarian and hedonic motivations' relationship to supermarket attributes and loyalty
must also be considered in future investigation. Future researchers can also have behavioral
loyalty as the focus of their study as this paper is focused on attitudinal loyalty.
Keywords: Hedonic shopping motivations, supermarket attributes, loyalty, KCC Mall of
General Santos City

I. INTRODUCTION

The structure of the retail industry has undergone a lot of changes in recent decades. In
the Philippines, supermarkets continue to grow faster; hence their share in output and
employment grew considerably (Digal, L., 2001). The supermarket is a 400-square meter selling
area where at least 70% of goods sold are food and everyday commodities (Global Agricultural
Information Network, 2017). Though it is a food retailer, supermarkets also offer shoppers
various entertaining activities such as coffee shops, food chains or restaurants, and arcade
(Nguyen and Nguyen, 2003). From 2015 to 2016, there has been a 7% growth of Philippine
supermarkets having a 25% market share. They continue to be the most frequently visited
retailers sales reaching up to $10.21 billion as of 2017 (Jocelyn Claridades-Rubio, 2017).

This record of growth translates to massive patronage of consumers to supermarkets.

There are 4 giant malls in General Santos City, namely KCC Mall, Gaisano Mall, Robinson's
Mall, and SM Mall. Aside from the supermarkets present in the mentioned malls, the city also
has 6 smaller supermarkets, other retail stores (Google.com). Additionally, in the selection of
supermarkets to shop from, Nielsen.com (2017) described that Filipino men prefer to shop from
stores they are already familiar with, while Filipino women prefer to shop at stores they think
would offer them affordable prices and convenience. The same is true in Vietnam, where
consumers are fond of shopping at supermarkets because of the perceived convenience and high-
quality products that it offers (Thanh Nien, 2004, Nguyen, T. M., Nguyen, T. D., and Barrett,
N.J., 2007).

And as the market changes due to massive competition, consumers have also become
critical when purchasing. The development made changes to consumer preferences (Bakırtaş, H.
& Divanoğlu, S.U., 2015), to simply say, it led to more demanding shoppers. Consumers today
are concerned with the quality and price of the products and the quality of the store itself
(Nguyen et al., 2007). Several studies (for instance, Bloemer and Odekerken-Schroder, 2002;
Koo, 2003) focused on consumer loyalty determinants such as store atmosphere, store images,
store satisfaction, service quality, perceived value, and attitudes toward a store. They discovered
the utilitarian and hedonic values as motives to shop.

“Motive," according to Utami (2010), is what makes a person undertake activities for a
specific objective. Today, more than just viewing shopping as a task to satisfy a need (described
as utilitarian shopping), consumers have come to realize shopping as an apparent and emotive
purchasing activity (described as hedonic shopping by Chakraborty, S. & Soodan, V., 2019).
Shoppers now view shopping as a recreational activity that brings pleasure, joy, and
entertainment (Lia Yuldinawati & Adelia Ayuningsari, 2015). These changes in consumer
behavior led to assortments of investigation about shopping motivations and supermarket
attributes.

Objectives of the Study

This study aims to achieve the following objectives:

Generally, the study aims to know the relationship between hedonic shopping
motivations, supermarket attributes, and shopper loyalty. Specifically, the study seeks:

1. To identify the profile of the participants in terms of:

1.1. Gender
1.2. Age
1.3. Educational Attainment
1.4. Monthly Income (of family if student)

2. To determine the level of hedonic shopping motivations in terms of:

2.1. Adventure shopping
2.2. Gratification shopping
2.3. Role shopping
2.4. Value shopping
2.5. Social shopping
2.6. Idea shopping

3. To identify the level of supermarket attributes in terms of:

3.1. Facilities
3.2. Employee services
3.3.After-sales services
3.4. Merchandise
 4. To know the level of shopper loyalty to KCC Mall of General Santos City

Statement of the problem

1. What is the relationship between hedonic shopping motivations, supermarket attributes,

and shopper loyalty?
2. What is the level of hedonic shopping motivations of participants?
3. What is the level of supermarket attributes of KCC Mall according to the participant‟s
evaluation?
4. What is the level of the participant‟s loyalty to KCC Mall of General Santos City?

Hypothesis

The following null hypothesis is formulated and will be tested at a 0.01 significance level:

1. There is no relationship between hedonic shopping motivations and supermarket

attributes.
2. There is no relationship between hedonic shopping motivations and shopper loyalty.
3. There is no relationship between supermarket attributes and loyalty.

II. REVIEW OF RELATED LITERATURE

Hedonic shopping motivations

Shopping motivations are the “drivers of behavior," which make consumers go shopping
to meet internal needs (Jin and Kim, 2003). Categories of shopping motivations are utilitarian
and hedonic drives (Childers et al., 2001; Kim, 2006; Babin et al., 1994). Tauber (1972) believed
that consumers are motivated by various psychological needs, such as personal and social. In
shopping motivation research, the Means-end Chain Theory of Gutman (1982) is used widely.
This theory sustains that the three interconnected levels: product attributes, consequences of use,
and personal values, represent how consumers relate to products (Copetti, 2005, Leāo & Mello,
2007). As stated in the paper of Leāo et al. (2007), the model's central aspect lies within
consumer shopping motivations that produce positive consequences and minimize the negative
ones.

Gutman (1982) suggested that values are dominant factors in the consumer buying
decisions and that they base considerations on purchasing a product or service based on its
functionality in satisfying the said values. In this study, the researcher view values as hedonic
shopping values. The association of hedonic shopping motivations to the means-end model
makes the analysis and interpretations of how consumers reflect shopping activities as self-
relevant possible. Hedonic shopping value is described by Metilda et al. (2015) as an action
backed by pleasure, somewhat impulsive, and unplanned. And because it is an end itself, it does
not necessarily need a purchase. Unlike utilitarian value, which is rather rational and task-
oriented, hedonic consumption dominates consumers' hearts and feelings (Chakraborty et al.,
2019; Bakirtaş et al., 2015).

Components of hedonic shopping values include adventure, gratification, role, value,

social, and idea. Adventure shopping is described as “shopping for stimulation, adventure, and
the feeling of being in another world” (Arnold and Reynolds, 2003). Gratification shopping
involves shopping to reduce stress and uplift mood (Lee, Moschis & Marthur, 2001). Shopping
to learn about trends, fashion, and innovation is described as idea shopping (Arnold and
Reynolds, 2003; Tauber, 1972). Social shopping is the desire of the shopper for socialization
(Reynolds and Beaty, 1999). Finally, role shopping is the enjoyment of shopping for others, and
value shopping is the enjoyment of shoppers in “bargaining, looking for sales and discounts”
(Arnold and Reynolds, 2003).

Several studies (see for instance Nguyen et al., 2007; Yuldinawati et al., 2015; and Csilla
Horvátha & Feray Adıgüzelb, 2017) measured in their paper hedonic motivation‟s six
components: adventure shopping, gratification shopping, role shopping, value shopping, social
shopping, and idea shopping. Moreover, Tauber (1972) stated how a typical customer goes
shopping because he needs attention, wants to bond with his peer, desires to meet new people,
and feels leisure needs. Likewise, the study of Bloch, Ridgway, and Dawson (1994) showed that
consumers view a store as a place not only for shopping but also for socializing and bonding
with family and friends. With this, the entertainment aspect is considered a crucial competitive
tool (Arnold and Reynolds, 2003); hence, retailers focused on improving their shops'
entertainment dimensions (Nguyen et al., 2007).

Supermarket Attributes

Store attributes refer to image dimensions of a store such as merchandise, physical

facilities, services, ambiance, etc. Kotler (1973) grouped store attributes to „store atmospheric‟
and store location. Store atmosphere attributes include physical evidence such as color, lighting,
personnel, music, etc., where shoppers base their decision for store selection. Store attributes
include facilities, employee services, after-sales services, and merchandise. Facilities are
physical components of the store available to promote convenience (Lindquist, 1974-1975).
Employee services are the quality of services the employees provide (Koo, 2003). While after-
sales services refer to the ease of return/exchange policies. Merchandise involves brand variety
and availability (Koo, 2003).

Due to the inseparability of the market offers in the physical stores, buying decision-
making has become more complex. The concept of the servuction model (Eigler and Leangard,
1975) showed that servicescape (physical store), contact personnel are two of the four factors
that influence the overall experience (Hoffman, K. D. & Bateson, J., 2008). These store attributes
are likely to have a significant impact on store image. Store image is a combination of tangible
and intangible factors that the shoppers consider in selecting a retail outlet (Linquist, 1974;
Varley, 2005). Studies found a store image linked to consumer loyalty and patronage (Assael,
1992; Wong & Yu, 2003). Hence, understanding the store attributes‟ influence on overall
perception is critical to ensuring loyalty and store selection (Piyali Ghosh, Vibhuti Tripathi, &
Anil Kumar, 2010).

Shopper Loyalty

Loyalty is agreed to be an “essential asset” in industries (Nguyen et al., 2007). Three

loyalty perspectives are behavioral, attitudinal, and reasoned action (Gounaris &
Stathakopoulous, 2004). Also, grounded with the familiarity-liking theory (Rindfleisch and
Inman, 1998), it was found that customers tend to be loyal to the service provider they are
already familiar with and that a loyal customer tends to be more satisfied than non-loyal
customers. Though loyalty does not always translate to the actual purchase, shoppers promote it
to the public or recommend it to others (Gounaris et al., 2004).

There has been no single framework used to examine consumer loyalty. Thus, after
combining and synthesizing various theories, researchers (Hassan, S. B., Ahmad, A.., & Siddhi,
P., 2019) have come to create UTAUT 2. The UTAUT 2 is grounded in the Unified Theory of
Acceptance and Use of Technology proposed by Venkatesh, Morris, Davis, & Davis (2003) to
assess consumer loyalty. The UTAUT seeks to examine seven factors affecting consumer
loyalty: performance expectancy, effort expectancy, social influence, facilitating condition, price
value, hedonic motivation, and habit. The extended UTAUT 2 model included customer
experience, customer satisfaction, and selected factors in the marketing mix (such as product and
price value) to examine customer loyalty.

Association of hedonic shopping, supermarket attributes and loyalty

Numbers of assortments concerning hedonic motivations, store attributes, and shopper

loyalty is established for decades. It was found that shopping motivations directly link
satisfaction and loyalty (Babin, Darden & Griffin, 1994). Shankar et al. (2002) identified two
satisfaction types: the service encounter and the overall satisfaction. The overall satisfaction can
be evaluated by asking, "Is it easy to shop for this?" This has direct implications to the store
attributes (e.g., useful signage, easy to locate shelves, helpful sales associate, etc.) Further,
Zeithaml, Berry, and Parasuraman (1993) stated that a loyal customer tends to have wider
tolerance, so if there are a few setbacks in service encounters, they tend to be more forgiving.

There have been several types of research about hedonic motivations and their relation to
store attributes. While most of it was conducted in countries such as the USA and Europe (Jin
and Kim, 2003; Li et al., 2004), only a little attention was paid to the Philippines‟ markets, more
so of General Santos City. In this paper, the researcher views supermarket attributes and hedonic
shopping motivations as drivers for consumer loyalty. This paper seeks to bridge the gap by
examining the effect of hedonic shopping motivations and supermarket attributes on shoppers'
loyalty in KCC Mall of General Santos City.

III. METHODS

The study is a descriptive-correlation study about hedonic shopping motivation on

consumer satisfaction and consumer loyalty in General Santos City. A survey questionnaire is
used in data gathering for analysis. The research instrument was made available online through
Google Forms and then posted and distributed through Facebook and Messenger. A convenient
sampling technique is used to identify the study participants who are residents of General Santos
City. The survey questionnaire was prepared and made available online from December 17,
2020, to December 18, 2020, and collected 50 completed tests. Statistical tools used in the study
are percentage and frequency analysis, weighted mean, and correlation. Measures for descriptive
analytics are adopted in the study of Nguyen et al. (2007), while the correlation was administered
for predictive analytics. Finally, prescriptive analyses were based on the researcher's
understanding, backed by the study of Nguyen et al. (2007).
 Figure 1: Locale of the Study

The questionnaire is a 4-section, 39-item test. Section 1 consists of questions to

determine the participants‟ profile, such as age, gender, educational attainment, and monthly
income. The second section is a 16-item part that uses a 5-point Likert scale. The said section
will determine the participants' level of evaluation in terms of the six factors of hedonic shopping
motivations: adventure shopping, gratification shopping, role shopping, value shopping, social
shopping, and idea shopping. The third section is a 14-item test that describes the supermarket
attributes such as facilities, employee services, after-sales services, and merchandise. Lastly, the
fourth section is a 5-item evaluation of the shopper‟s loyalty. The factors of hedonic shopping
motivations are rated and described according to the study of Nguyen et al. (2007). All sections
of the research instrument are adopted in the original research (Nguyen et al., 2007) which they
also adopted in the studies of Arnold and Reynolds (2003), Sirohi, McLaughlin, and Wittink
(1998), and Zeithaml, Berry, and Parasuraman (1996).

IV. PRESENTATION, ANALYSIS AND INTERPRETATION OF DATA

Results showed in Table 1 are the participants' profile in terms of gender, age,
educational attainment, and monthly income (of family, if student). The sample included 36
(72%) female and 14 (28%) male shoppers. A majority (80%, n=40) are aging from 0-25 years
old, while the other (20%, n=10) are aging from 26 and above. A total of 31 of these shoppers
are students, 6 are graduates, and 13 are undergraduates. Finally, 58% (n=29) of them earn
between 10,000 pesos and below, while the remaining 42% (n=21) goes with a monthly income
of 10,001 pesos and above.
Table 1: Profile of the participants

Profile Variable Frequency (f) Percentage (%)

Gender Male 14 28.00
Female 36 72.00
TOTAL 50 100.00
Age Younger (25 years and below) 40 80.00
Older (26 years and above) 10 20.00
TOTAL 50 100.00
 Educational Highschool 5 10.00
attainment College 26 52.00
Undergraduate 13 26.00
Graduate 6 12.00
TOTAL 50 100.00
Monthly income Low-income earner (10,000 and below) 29 58.00
High-income earner (10,001 and above) 21 42.00
TOTAL 50 100.00

The items measuring hedonic shopping motivation components are based on Arnold and
Reynolds (2003, Nguyen et al., 2007). Results shown in table 2 are similar to the previous
findings (of Cinjarevic, Tatic, and Petric, 2011) where all components are within acceptable
limits. Moreover, value shopping got the highest mean of 4.02. The result would have
implications for the study since majority of the participants are a low-income earner. Findings of
Jones, Chern & Mustiful (n.d) suggest that low-income earners are not only price-sensitive; they
too tend to purchase the lowest-priced product among a given category. The value shoppers have
discounts as motives for their purchase.

Table 2 shows that adventure, role, value, and social, are at above-average level; while
gratification and idea shopping is at an average level. Overall, the shopper's hedonic motivations
are above average (67%) and average (33%).

Table 2: Hedonic Shopping motivations

Indicators Mean Description

Adventure shopping (ADV):
To me, shopping is an adventure. 3.52 Above average
I find shopping exciting. 3.68 Above average
Shopping makes me feel I am in my own universe. 3.4 Average
Overall ADVENTURE SHOPPING 3.533333 Above average
Gratification shopping (GRA):
When I am in a down mood, I go shopping to make myself feel 3.06 Average
better.
To me, shopping is a way to relieve stress. 3.3 Average
I go shopping when I want to treat myself to something special. 3.78 Above average
Overall GRATIFICATION SHOPPING 3.38 Average
Role shopping (ROL):
I like shopping for others because when they feel good, I feel 3.38 Average
good.
I enjoy shopping for my friends and family. 3.62 Above average
I enjoy shopping around to find the perfect gift for someone. 3.58 Above average
Overall ROLE SHOPPING 3.526667 Above average
Value shopping (VAL):
For the most part, I go shopping when there are sales. 3.86 Above average
I enjoy looking for discounts when I shop. 4.18 Above average
Overall VALUE SHOPPING 4.02 Above average
Social shopping (SOC):
I go shopping with my friends or family to socialize. 3.4 Average
I enjoy socializing with others when I shop. 3.32 Average
Shopping with others is a bonding experience. 3.76 Above average
Overall SOCIAL SHOPPING 3.493333 Above average
Idea shopping (IDE):
I go shopping to keep up with the trends. 2.7 Average
I go shopping to keep up with the new fashions. 2.82 Average
Overall IDEA SHOPPING 2.76 Average

Components in supermarket attributes are measured according to Koo (2003). The study
of Makhitha and Khumalo (2019) ranked store attributes according to their findings, having
employee services (EMS) as the first, followed by the facilities (FAC), then merchandise (MER),
and then price (Makhitha et al., 2019). Having different focus and participants, we can see
different standings from the past and present studies.

Table 3 shows the facilities to be the highest component (3.744), and then merchandise (3.71),
followed by after-sales services (3.49) and lastly, employee services (3.42). Finally, all
components of the supermarket attributes of KCC Mall of General Santos City are above-
average (100%).

Table 3: Supermarket Attributes

Indicators Mean Description

Facilities (FAC):
The layout makes it easy to get around. 3.7 Above average
It is easy to find what I‟m looking for. 3.76 Above average
The shelf is not too high to pick up merchandise with hands. 3.66 Above average
The merchandise display is very attractive. 3.84 Above average
Convenient to do one-stop shopping. 3.76 Above average
Overall FACILITIES 3.744 Above average
Employee services (EMS):
Employees are always courteous. 3.38 Average
Employees are very professional. 3.4 Average
Employees are always willing to respond to my request promptly. 3.48 Above average
Overall EMPLOYEE SERVICES 3.42 Above average
After-sale services (AFS):
The supermarket‟s return/exchange policy is appropriate. 3.46 Above average
The supermarket offers easy return/exchange services for goods I 3.52 Above average
have purchased.
Overall AFTER-SALES SERVICES 3.49 Above average
Merchandise (MER):
Several brands are available in this supermarket. 3.92 Above average
This supermarket sells a variety of products from different 3.92 Above average
manufacturers.
All popular products are sold in this supermarket. 3.5 Above average
New products are always sold in this supermarket. 3.5 Above average
Overall MERCHANDISE 3.71 Above average

Lastly, shopper loyalty measures are patterned in Sirohi, McLaughlin, and Wittink (1998)
and Zeithaml, Berry, and Parasuraman (1996). In this study, we examine loyalty in relation to
hedonic shopping motivation and supermarket attributes. As per the UTAUT2 and the study's
findings, the social influence, facilitating condition, price value, and hedonic motivation do
influence loyalty. Moreover, the result is the same as Gounaris et al. (2004) 's previous statement
that though loyalty does not always translate to purchase, loyal customers will be a source of
word-of-mouth. As reflected in the table, only 3.46 agree to shop in the said mall in the next few
weeks; but 3.9 of them agreed that they would promote the services to their family and friends.

As the table shows, shopper‟s loyalty to KCC Mall is above-average (with a mean of 3.644).

Table 4: Shopper Loyalty

Indicators Mean Description

I consider myself to be loyal to this supermarket. 3.44 Above average
I am going to do my shopping in this supermarket in the next few 3.46 Above average
weeks.
Shopping in this supermarket is my first choice. 3.62 Above average
I will go shopping in this market in the future. 3.8 Above average
I will promote this supermarket to my relatives and friends. 3.9 Above average
Overall SHOPPER LOYALTY 3.644 Above average

The results of hedonic sopping motivations, supermarket attributes, and loyalty are all at
above an average level; thus, proving the familiarity-liking theory (Rindfleisch and Inman,
1998). Given that KCC Supermarket has long been established in the city, residents are more
familiar with it and thus they are more loyal and more satisfied with the services it provides.
Also, this study's findings agreed with the concept of a servuction model (Eigler and Leangard,
1975). Results showed that the evaluation of store attributes and loyalty are at an above-average
level; therefore, we can conclude that supermarket attributes make the overall experience more
wholesome, eventually leading to more loyal shoppers (Hoffman, K. D. & Bateson, J., 2008).
Finally, the study's findings have also supported the means-end chain theory (Gutman, 1982). It
was found that consumer shopping motivations in General Santos City are based on the
production of positive consequence, which we translate to pleasure, convenience, and
satisfaction.
The table below shows a positive relationship between all variables. The correlation between
supermarket attributes and shopper loyalty is the strongest (.791), which is followed by the
correlation between hedonic shopping motivation and shopper loyalty (.690) and then hedonic
motivation and supermarket attribute (.540).

Table 5: Pearson Correlations among hedonic shopping motivations, supermarket attributes,

and shopper loyalty

HSM SMA SLO

Hedonic Shopping Motivations (HSM) 1 .540** .690**
Supermarket Attributes (SMA) .540** 1 .791**
Shopper Loyalty (SLO) .690** .791** 1
**. Correlation is significant at the 0.01 level (1-tailed).

The strong relationship between supermarket attributes and loyalty states that the mall's
primary services (e.g., making needs/demands readily available for purchase) matter more than
that of pleasure and joy experienced while purchasing. This means that though there is a
significant relationship between hedonic motivations and loyalty, its role is moderate compared
to that of supermarket attributes. The same is true with the findings of Nguyen et al. (2007). With
this, the evidence of the role of hedonic shopping motivation and supermarket attributes to
shopper loyalty is provided.
Moreover, previous studies can also find this relationship (Assael, 1992; Wong & Yu,
2003; Koo, 2003; Sirgy, Grewal, and Mangleburg, 2000; Wakefield and Baker, 1998). While
Dawson, Bloch, and Ridway (1990) and Arnold and Reynolds (2003) reflected on their papers,
the association of supermarket attributes and hedonic shopping motivations. The said
relationship between store attributes and hedonic shopping means that shoppers of KCC Mall of
General Santos City view the mall as a place not only for obtaining their needs but also for
socialization and entertainment. The mall's aesthetics and entertaining values, especially the
services, brand variety, and convenience it offers to its shoppers, contribute to shopper‟s loyalty.
Therefore, the pieces of evidence from previous and present studies suggest that shoppers
nowadays are indeed becoming more hedonic. They now transitioned from being rational in
shopping to shopping as a recreational activity (Lia Yuldinawati & Adelia Ayuningsari, 2015).
This trend will continue to grow as businesses also shift their marketing efforts to promoting
these hedonic shopping values. Further, since there is a positive association between hedonic
motivation and supermarket attributes, these values will continue to become drivers for
shoppers‟ retail selection. Note that there is a strong relationship between store attributes and
loyalty. Eventually, as hedonic shoppers give more attention to the quality of supermarket
attributes, there will be more loyal customers if the retailer also gives attention to the quality of
their stores.

The findings of this study will have many implications for businesses, especially for
supermarket managers. First, managers must be able to examine the entertaining shopping
experiences of their shoppers. Their focus on promotion and marketing efforts must also include
hedonic shoppers aside from the utilitarian ones. Second, by focusing on enhancing the quality of
their store attributes such as facilities, employee service, after-sales service, and merchandise,
they will contribute to their shoppers' loyalty. In the case of this study, employee services got the
lowest mean. This would suggest that managers will have to invest more training and motivation
for their employees to provide a more quality employee service to shoppers. In general, by
improving store attributes by creating a good shopping atmosphere (e.g., functioning facilities,
right information available such as signage and labels, easy transactions, good employee, etc.),
businesses will increase the frequency of visits.

Finally, hedonic motivations are said to be one of the drivers of impulse buying and
customer satisfaction. Horvath et al. (2017) found gratification seeking, idea shopping, and role
play as the vital hedonic motivations contributing to impulse buying behavior. On the other hand,
Bakırtaş et al. (2015) revealed that adventure shopping positively impacts customer satisfaction
and loyalty. Therefore, by increasing stimulants of hedonic motivations in stores, supermarket
managers will make customers stay and browse longer and be motivated to buy more. These
stimulants can be done to create a shopping environment that promotes socialization, fun, and
more appealing (window) display, up-to-date products and designs, etc. Also, because value
shopping got the highest mean, supermarket managers must continue to have promos and
discounts. Product bundling and free items for purchase can have a significant effect on
shopper‟s buying motivation. The effective delivery of these hedonic shopping values will bring
about significant outcomes such as loyalty, positive word-of-mouth, and profit (Carpenter and
Fairhurst, 2005; Sirohi, Mclaughlin Wittink, 1998; Nguyen et al., 2007).

V. CONCLUSIONS AND RECOMMENDATIONS

Conclusion: This study examines hedonic shopping motivations, supermarket attributes, and
shopper loyalty to determine their effect on one another. Results show that shopper‟s hedonic
motivations are above average and average level. Supermarket attributes are also at an above-
average level. Moreover, the shreds of evidence showed a significant relationship between
hedonic shopping motivations and supermarket attributes. Thus, hedonic shoppers tend to
observe store attributes during the visit to conform to their hedonic shopping values. Another
significant relationship is seen between hedonic shopping and shopper loyalty. The relationship
means that hedonic values have an impact on loyalty. Lastly, the strong relationship between
supermarket attributes and shopper loyalty means that store image is one factor that shoppers
consider in selecting a store. Therefore, the levels of relationship suggest that though there is a
significant relationship between the three variables, supermarket attributes are the critical
component in shopper‟s loyalty. Hence, the businesses' continuous spread of hedonic shopping
motivations, and more customer attention on the store attributes must be expected. The responses
to these possible occurrences are essential as it directly impacts customer loyalty. To promote
shopper loyalty, supermarket managers can create a good shopping atmosphere by improving
supermarket attributes. Finally, in line with the physical stores' improvement, they can also add
stimulants to hedonic motivations, especially value shopping. With this, they can ensure not only
customer loyalty but also word-of-mouth and increased profits.

Recommendation: The study is bound to many limitations. Firstly, it focuses only on one
market, notably the KCC Mall of GenSan. This limit suggests a need for examination among
other markets. Comparing can also be applied for a broader picture of hedonic shopping
motivations and a more in-depth understanding of it. Second, further examination with more
significant samples can also be employed to increase the findings' significance level. Third,
another study can also have their respondents be niche, specifically to representatives doing
groceries for their household, having more precise observations. Fourth, because this study is
limited only to hedonic shopping motivations, future research can have hedonic and utilitarian
shopping motivations. This would allow comparisons between the two as they might have
different implications to other variables (supermarket attributes and shopper loyalty), and better
understand different types of shoppers. Finally, the study is only concerned with attitudinal
loyalty; thus, other research concerning behavioral loyalty can also be conducted for further
investigation.
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Research Instrument:

HEDONIC SHOPPING MOTIVATIONS, SUPERMARKET ATTRIBUTES, AND SHOPPER

LOYALTY TO KCC MALL – EVIDENCE FROM GENERAL SANTOS CITY

General Instruction: This is a 4-section questionnaire and you are requested to answer all areas
as freely and honestly as possible. The researcher values the opinion you provide. All
information will be confidential and will be used only for the purpose of this study. You can
answer by checking the box that corresponds to your chosen answer. Thank you!

Section 1: Personal Profile

1. Gender Female
Male
2. Age Younger (25 years and below)
Older (26 years and above)
3. Educational Attainment Highschool
College
Undergraduate
Graduate
4. Monthly Income (of family if student) Low income earner (10,000 and below)
High income earner (10,001 and above)
Instruction: In the following sections, you are requested to rate the provided statements
according to the scale: 1 – Strongly Disagree, 2 – Disagree, 3 – Neutral, 4 – Agree, 5 – Strongly
Agree.

Section 2: Hedonic Shopping Motivations SDA DA N A SA

Adventure shopping
To me, shopping is an adventure. 1 2 3 4 5
I find shopping exciting. 1 2 3 4 5
Shopping makes me feel I am in my own universe. 1 2 3 4 5
Gratification shopping
When I am in a down mood, I go shopping to make
1 2 3 4 5
myself feel better.
To me, shopping is a way to relieve stress. 1 2 3 4 5
I go shopping when I want to treat myself to
1 2 3 4 5
something special.
Role shopping
I like shopping for others because when they feel
1 2 3 4 5
good, I feel good.
I enjoy shopping for my friends and family. 1 2 3 4 5
I enjoy shopping around to find the perfect gift for
1 2 3 4 5
someone.
Value shopping
For the most part, I go shopping when there are
1 2 3 4 5
sales.
I enjoy looking for discounts when I shop. 1 2 3 4 5
Social shopping
I go shopping with my friends or family to socialize. 1 2 3 4 5
I enjoy socializing with others when I shop. 1 2 3 4 5
Shopping with others is a bonding experience. 1 2 3 4 5
Idea shopping
I go shopping to keep up with the trends. 1 2 3 4 5
I go shopping to keep up with the new fashions. 1 2 3 4 5
Section 3: Supermarket Attributes SDA DA N A SA
Facilities
The layout makes it easy to get around. 1 2 3 4 5
It is easy to find what I‟m looking for. 1 2 3 4 5
The shelf is not too high to pick up merchandise with
1 2 3 4 5
hands.
The merchandise display is very attractive. 1 2 3 4 5
Convenient to do one-stop shopping. 1 2 3 4 5
Employee services
Employees are always courteous.
Employees are very professional. 1 2 3 4 5
Employees are always willing to respond to my
1 2 3 4 5
request promptly.
After-sale services
The supermarket‟s return/exchange policy is
1 2 3 4 5
appropriate.
The supermarket offers easy return/exchange
1 2 3 4 5
services for goods I have purchased.
Merchandise
Several brands are available in this supermarket. 1 2 3 4 5
This supermarket sells a variety of products from
1 2 3 4 5
different manufacturers.
All popular products are sold in this supermarket. 1 2 3 4 5
New products are always sold in this supermarket. 1 2 3 4 5
Section 4: Shopper Loyalty SDA DA N A SA
I consider myself to be loyal to this supermarket. 1 2 3 4 5
I am going to do my shopping in this supermarket in
1 2 3 4 5
the next few weeks.
Shopping in this supermarket is my first choice. 1 2 3 4 5
I will go shopping in this market in the future. 1 2 3 4 5
I will promote this supermarket to my relatives and
1 2 3 4 5
friends.

-END OF SURVEY. THANK YOU FOR ANSWERING!-

CURRICULUM VITAE:
Name: Cherelyn T. Navarro
Age: 20 years old
Gender: Female
Birthdate: March 28, 2000
Place of birth: General Santos City
Educational Attainment
Elementary: Balite Elementary School
Junior High school: GSC National Secondary School of
Arts and Trade
Senior High school: Stratford International School
College: Mindanao State University – General Santos City