CROWDING AND SHOPPING VALUE IN LOW-INCOME RETAIL CENTERS

Abstract

Considering the great potential of low-income consumption, this research is based on the scales developed by Babin, Darden and Griffin (1994) and by Machleit, Kellaris and Eroglu (1994), aiming to investigate hedonic and utilitarian consumer behavior and its relation with low-income perception of crowding. A research was performed with 404 consumers in real store environment and the results showed that consumers revealed being prone to utilitarian behavior in both centers. About crowding phenomenon, the consumers felt more uncomfortable by crowding at the commercial center with less infrastructure. There were indices that this discomfort was less intense in hedonic consumers.

Keywords

• Hedonic Consumption
• Utilitarian Consumption
• Crowding
• Low-income