iKER 2019

Hedonic and Utilitarian Rationale of Indian College Students for Shopping of

Apparels online

Aditya Bhanja(a)*, Amisha Kothari(b), Neil Sarkar(c), Shrey Shah(d).

(a)
Aditya Bhanja, Undergraduate Student, Birla Institute of Technology and Science, Pilani Campus,
Department of Civil Engineering, Vidya Vihar Campus, Street Number 41, Pilani - 333031, Rajasthan.
(b)
Amisha Kothari, Undergraduate Student, Birla Institute of Technology and Science, Pilani Campus,
Department of Electrical and Electronics Engineering, Vidya Vihar Campus, Street Number 41, Pilani -
333031, Rajasthan.
(c)
Neil Sarkar, Undergraduate Student, Birla Institute of Technology and Science, Pilani Campus,
Department of Chemistry, Vidya Vihar Campus, Street Number 41, Pilani - 333031, Rajasthan.
(d)
Shrey Shah, Undergraduate Student, Birla Institute of Technology and Science, Pilani Campus,
Department of Chemistry, Vidya Vihar Campus, Street Number 41, Pilani - 333031, Rajasthan.
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Abstract:

Hedonic and Utilitarian values are significant in understanding shopping behaviour of consumers.
With the growing popularity of online shopping, these values have become even more important.
This paper assesses how prevalent these factors are, among college students currently studying in
India. The aim of our research is also to find if economic factor and flexibility are important factors
for the growth of online shopping on the basis of gender. A sample population for this study has
been restricted to those enrolled in undergraduate courses of Birla Institute of Technology and
Science, Pilani. A non-probability sampling method termed as purposive sampling is used for this
research and the data is analysed using Statistical Package for Social Sciences. The results shows us
a clear difference in econmic factors and flexibility between males and females. This can be linked
to more utilitarian values among males than in females. It also shows us a clear need for more
flexibility in order to continue the growth of online shopping. (164 words)

Keywords: Hedonic, Utilitarian, Economic Factors, Flexibility, Online Shopping.

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1. Introduction:
Apparel Industry belongs to the manufacturing sector and constitutes different types of garment
production and trading. It also incorporates the textile industry, fashion industry, textile and
fashion retailers and wholesalers. The huge growth Apparel Industry has seen in the recent ages is
all the product of Modern age. As the 20th century begun, new technologies came into play in this
Industry. Along with that due to development of factory system of production and with the rapid
increase in department stores and retail outlets, clothing was now mass produced in standard
sizes and sold at a fixed price.
With the increase in importance of Apparel Industry and desire of ease to shop, new ways of
distribution developed. In recent times the E-commerce Apparel industry has highly flourished due
to several reasons like the high digital penetration, using Innovating technologies to create
experiential ecommerce. Cumulative data compiled within The Fashion and Apparel Industry
Report paints a bright portrait with worldwide revenue expected to rise from $481.2 billion in
2018 to $712.9 billion by 2022. This increasing revenue is result of various features like
personalization, strong apparel brands engagement on social media, flashes and drops,
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Technological Innovations and so on and these are the reasons that it is able to engage more and
more Indian crowd as well, especially the youth. As we can see the importance and growth of
online shopping it made a perfect topic of our research.
When engaging in online shopping many a times the youth faces a mental conflict between the
utilitarian and the hedonic benefits of buying apparels online. Everyone has their own reasons to
shop online. It maybe to check trends or maybe just because of functional benefits. In this paper,
we will see what all are the key characteristics that influences college students in their online
shopping behaviour.

2. Literature Review
Consumers are now more acquainted with online shopping than before. Initially, they preferred
not to buy products through the internet because of privacy concerns but used the portal as a
means to get informed of various products (Seock and Chen‐Yu,2007). However, they are satisfied
with the current payment methods offered by various e-commerce websites, as well as the privacy
policies involved, which now makes them feel safer while making online transactions (Chauhan et
al., 2015). In general, fun, variety and security are the main factors preferred for online shopping
(Sarkar et al., 2011). There are mainly two types of shopping methods in the present scenario:
online shopping and offline shopping. Nowadays, more and more consumers are buying online in
order to save time and also increase their convenience by not having to physically visit a shop
(Dholakia et al., 2002).
Lee, Sener, Mokhtarian and Handy (2017) studied shoppers in Davis, California and showed how
that attitude and perception played an important role in shopping decisions. Online shopping had
a complementary relation with in-store shopping frequency. They suggested that online shopping
is associated with higher in-store shopping rates. Haridasan & Fernando (2018) found that online
shoppers and in-store shoppers had different motives for shopping. Online shoppers searched for
attributes like Variety, value for money and delivery. Personalized attention and social interaction
were more important to in-store shoppers. Self-confidence, availability of wider choices and in-
store shopping experience were values sought for hedonic products. While irrespective of the
channel, control of the shopping experience was desired for utilitarian purchases.
Sarkar et al. (2011) has suggested that, normally, for most product or brands, consumer attitude
has at least two dimensions- utilitarian and hedonic. Utilitarian buying rationale involves
convenience, variety, quality, and reasonable price-rates. Whereas, hedonic buying rationale
involves emotional needs of consumers mainly focused on enjoyable shopping experience
(Bhatnagar and Ghosh, 2004). Bloch et al. (1986) initially suggested that clothing has a potential
for hedonic interests. Babin. et al (1994) and Scarpi et al. (2006) backs up this statement. Sarkar et
al. (2011) has noted that consumers with “high hedonic shopping values” seldom prefer online
shopping as they prefer to interact directly with the product itself or the salespeople, creating a
“hedonic arousal”. On the other hand, people with “high utilitarian shopping values” prefer online
shopping more as they provide benefits in terms of time and cost.
Pascual-Miguel, Agudo-Peregrina and Chaparro-Peláez (2015) had analysed that factors like
“performance expectancy”, “perceived trust”, “facilitating conditions” and “perceived risk” are the
four major factors that influences male shoppers’ decision. While the same for the female
shoppers are “perceived risk”, “performance expectancy”, “effort expectancy”, “facilitating
conditions” and “social influence”. Chen, Yan, Fan and Gordon (2015) in their study found out that
gender had moderating effect on relationship between perceived benefit and repurchase
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intention. It showed how women often surf sites before purchasing while men more direct
shopping intention. Hansen and Jensen (2008) has found out that women tend to shop online for
fun while men prefer being more quick shoppers. These orientations are more significant when
they are buying clothing and accessories for their partner. Thus, females can be associated with
hedonic values while males can be associated with utilitarian values. This has been backed by
Richa et al. (2012), who said that gender also plays a role in shopping trends.
Online shopping In India are basically impacted by five major factors. They are demographic
factors, psychographic factors, feature and policies they offer, technological factor and security
factor (Chhikara et al., 2010). In India, the future of online shopping looks bright with perception
towards online shopping getting better day by day (Rastogi et al., 2010).
2.1 Literature Gap
Limited research has been conducted in an Indian context to investigate the hedonic and
utilitarian rationales of online shopping with respect to both genders. Prior research has been
conducted in India regarding utilitarian and hedonic behaviours of a consumer (Sarkar et al.,2011).
Therefore, it is of utmost importance to study the hedonic and utilitarian motives of online
shopping with respect to both genders.
2.2 Hypothesis
Based on our Literature Review, the following Hypothesis are formulated:
Hypothesis 1: Flexibility will vary significantly among respondents of different gender.
Hypothesis 2: There will be significant difference in shopping behaviour regarding economic
factors among respondents of different genders.
3. Methodology:

3.1. Sample (for empirical papers)

3.2. Procedure (for empirical papers)

4. Results: (for empirical papers)

5. Discussion:

6. Implications:

7. Suggestions & Recommendations:

References: (APA Style)

APA (2010). Publications Manual. American Psychological Association, Washington, DC

Guideline for preparing full paper for conference proceeding:

1. Calibri font, Size 12, Double line space
2. References : APS style
3. Font size for Tables 10 point
4. Figure/Graph-Gray Scale with clear captions (minimum 150dpi)
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