Phenomenological Explanation of the Grocery Shopping Motivations in Iran

Document Type : Research Article

Authors

1 PhD Student in Marketing Management, Department of Business Management, Science and Research Branch, Islamic Azad University, Tehran, Iran

2 Associate Professor, Department of Business Management, Faculty of Management and Economics, Islamic Azad University, Science and Research Branch, Tehran, Iran

3 Associate Professor of Business Management, Department of Business Management, Faculty of Management, Al-Zahra University, Tehran, Iran

4 Associate Professor of Health Services Management, Department of Health Services Management, School of Health, Baqiyatallah University of Medical Sciences, Tehran, Iran

Abstract

The importance of consumption is often underestimated among social theorists. The first step in the study of consumption is the study of shopping, and the motivation of shopping is the first step of the study of shopping. On the other hand, in recent years, with the growth of chain stores, we are witnessing changes in shopping motivations and different behaviors of consumers and society in the face of these types of stores, which has been the basis of this study. Identifying the shopping motivations that shape different types of shopping trips and identifying different shopping destinations that are different store formats is important for academics and retailers. The aim of this study is the lived experience of shoppers of FMCG regarding shopping motivations, which has been examined by the phenomenological method and using participant observation and in-depth interviews. Ten accompanying shoppers and fourteen interviews were conducted to collect data and then the data was analyzed with MAXQDA2018 software. Based on the analysis, 9 main themes were identified in 3 groups of product-related, store-related, and hedonic motivations. Topics include product selection, product quality, utilitarian, store service, convenience, store environment, shopping value, self-gratifications, and role-play. Based on the findings, store-related motivations, as well as hedonic incentives, are very important and vital for GMCG goods, and special attention should be paid to them.

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Main Subjects

References

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Two Quarterly Journal of Contemporary Sociological Research
Volume 9, Issue 17
March 2021
Pages 277-307

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