Shopping for yourself versus shopping for someone else

Abstract

Purpose

Shoppers often shop for and purchase products for other individuals during the course of routine shopping experiences. The purpose of this study is to investigate differences in the shopping trip based on whether the shopper is purchasing a product for him/herself, purchasing a product for someone else’s use that is not intended as a gift and gift purchases.

Design/methodology/approach

This research utilizes a survey of shoppers to test the proposed hypotheses.

Findings

The results of the study indicate differences in positive affect, flow, fantasy, satisfaction, hedonic shopping value and utilitarian shopping value across the three groups of shoppers. Individuals shopping for themselves generally have the lowest overall shopping trip outcomes, followed by those shopping for a non-gift product for another person. Those making gift purchases have highest shopping trip outcomes.

Originality/value

While existing shopping research generally assumes the shopper is making a purchase for him/herself, this study shows previous research by showing differences in the shopping trip based on who the shopper is making a purchase for, either him/herself or someone else. Additionally, this research also shows differences between shoppers making gift and non-gift purchases for another person.

Citation

Gillison, S. and Reynolds, K. (2016), "Shopping for yourself versus shopping for someone else", Journal of Consumer Marketing, Vol. 33 No. 4, pp. 225-234. https://doi.org/10.1108/JCM-04-2015-1401