Estudo das motivações hedônicas de consumo

Abstract

Satisfying client's needs and desires is one of the purposes of the organizations. However, due to services and product's profusion to similar prices - as a result of globalization - that factory which is able to satisfy its customers needs and desires' in the most hedonic way will be the only to obtain competitive advantage. So, this study aims to verify the factors who guides to hedonic consumption motivations, taking as reference Arnold and Reynolds‟ categories (2003). To reach this point, it was made a study with a exploratory-descriptive character composed by 213 female consumers. The results point to strong levels of hedonic motivations, especially in categories of representation, value of shopping, adventuring shopping and gratification shopping, respectively. Meanwhile, the categories shopping for ideas and social shopping were less mentioned, showing the consumers had few interests in this kind of shopping experience. In this context, in spite of consumers understand the act of going to shop as something good and funny, it shows the utilitarian aspect of the activity, confirming Jones , Reynolds and Arnols‟ (2006) findings who says that shopping has utilitarian and hedonic experiences.