Impact of changing consumers’ Leisure Shopping Behavior on Marketing

Running head: LEISURE SHOPPING
LEISURE SHOPPING
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1LEISURE SHOPPING
Table of Contents
1. Introduction..................................................................................................................................2
2. Literature review..........................................................................................................................3
2.1 Luxury shopping behavior of the consumers.........................................................................3
2.2 Marketing initiatives undertaken by organizations................................................................5
2.3 Impact of the luxury shopping behavior on the marketing initiatives...................................7
3. Research gap and limitations.......................................................................................................8
3.1 Research gap..........................................................................................................................8
3.2 Limitations.............................................................................................................................8
4. Conclusion...................................................................................................................................9
References......................................................................................................................................10

2LEISURE SHOPPING
Topic: Impact of changing consumers’ Leisure Shopping Behavior on Marketing
1. Introduction
The consumers’ shopping behavior greatly affects the capabilities of the different firms
while designing the marketing operations. The developments in the retail operations and the
changing preferences of the customers towards the hedonic buying behavior have brought about
modifications in the marketing aspects. Ariyanayagam and Ragel (2014) noted that the hedonic
behavior of the customers are mostly based on their inclination towards high priced luxury
goods. On the other hand, Trevinal and Stenger (2014) the developments in the marketing
activities are based on the assessment of the specific buying behavior of the consumers. In this
connection, the luxury shopping behavior of the consumers affects the marketing mechanisms
implemented by the firms.
The differences in the common marketing strategy that is implemented by an
organization and the ones that are implemented for attracting the attention of the hedonic
consumers are dependent on the income level of the consumers. Sullivan et al. (2012) stated that
the common marketing practices that are undertaken by most of the organizations are based on
quality of the products and the unique selling proposition. However, Wong et al. (2012) also
noted that the marketing mechanisms that are undertaken by the organizations for attracting the
attention of the hedonic customers are based on proclaiming the exclusiveness of the product
offering. Therefore, the research will delineate the manner in which the hedonic buying
behaviors differ from the normal customers and identify the impact of the hedonic behavior on
the changes in the marketing initiatives undertaken by businesses.

3LEISURE SHOPPING
2. Literature review
2.1 Luxury shopping behavior of the consumers
The word ‘Luxury’ is specifically associated with quality and elegance which attracts the
attention of the potential customers (Yim et al., 2014). Suhartanto and Triyuni (2016) stated that
the development of the concept of luxury buying behavior of the consumers is dependent on their
choice of buying exclusive range of products or services which will contribute to their self-
esteem and elegance. However, Civi and Jolliffe (2013) noted that the luxury buying behavior of
the consumers has shifted from the traditional value of elegance to the experience based
products. The intervention of the millennials (GenY) in the modern days has brought about
significant changes in the concept of hedonic buying behavior through the induction of the need
of experience based product that will add value to the lifestyle over possession (Cai & Shannon,
2012). It has been noted that the Luxury markets encountered a huge growth in the year 2017 and
is still growing with a forecast of 4% growth by 2022 (Jack & Powers, 2013).
The differences in the buying behavioral pattern of the traditional and millennials affect
the marketing activities of organizations. Cai and Shannon (2012) stated that the delineation of
the buying behavior and assessment of the psychological needs of the customers helps an
organization in devising the marketing operations in order to attract the attention of the same
towards the offerings. The differences in the buying behavior of the customers might affect the
organizational abilities of attracting the attention of the customers through the marketing
activities. Therefore, the research will analyze the luxury shopping behavior of the consumers
and thereby examine the impact of same on the marketing initiatives undertaken by the business
organizations.