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Asia Pacific Journal of Marketing and Logistics
Measuring shopping values of Malaysian retail consumers

Jeannot Abdul Karim Mukesh Kumar Sofiah Abd Rahman
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APJML
25,2 Measuring shopping values
of Malaysian retail consumers
Jeannot Abdul Karim
200 Taylors University, Lakeside Campus, Subang Jaya, Malaysia
Mukesh Kumar
Received 7 March 2011 CENTRUM Catolica, Graduate School of Business,
Revised 9 April 2012
5 July 2012
Pontificia Universidad Catolica del Peru, Lima, Peru, and
Accepted 9 July 2012 Sofiah Abd Rahman
Universiti Teknologi MARA, Shah Alam, Malaysia
Abstract
Purpose The purpose of this paper is to verify the measurement scale of shopping values in the
Malaysian context. Both hedonic as well as utilitarian shopping value measurement scales were tested
for their reliability and validity. Further, a series of hypotheses was developed to test the differences in
the shopping values across the market segments based on demographic characteristics of the
consumers. Finally, the discriminant analysis was used to determine the relative importance of each
variable measuring shopping value in discriminating between the groups of interest.
Design/methodology/approach The scale developed by Babin et al. for measuring shopping
values has been put on test with modifications on selected questions to fit the local content.
A convenient sampling technique was used to obtain information on hedonic and utilitarian values on
a seven-point Likert scale from a sample of 200 consumers from major shopping centres in Klang
Valley, the most developed region in Malaysia. Statistical tools such as Cronbachs Alpha test,
confirmatory factor analysis and discriminant analysis were used to analyze the data.
Findings The findings reveal that hedonic shopping value measurement scale is a reliable and
valid scale to be used for Malaysian consumers. However, the same could not be ascertained on the
utilitarian shopping value measurement scale. The results further reveal that there are significant
differences in the shopping values across the groups of interest. The sense of joy and escape are the
most important variables discriminating between the groups based on gender, age and marital status.
Originality/value The research in the area of shopping motivation is very limited in Asian
countries, including Malaysia. This study undertakes an empirical examination of consumer value
that encompasses the entire consumer shopping experience associated with the context.
Keywords Malaysia, Consumer behaviour, Shopping, Values, Measurement scale,
Hedonic shopping values, Utilitarian shopping values
Paper type Research paper
Introduction
Creating and delivering customer value is a precondition for retailers to survive in
todays competitive marketplace (Rintamaki et al., 2006). Many shoppers are looking for
more than simply fair prices and convenience, the cornerstones of utilitarian value.
Asia Pacific Journal of Marketing and Retailers who understand the multiplicity of motives for shopping have the best
Logistics possibilities to create value for their customers. Instead of defining motivation to shop
Vol. 25 No. 2, 2013
pp. 200-224
q Emerald Group Publishing Limited
1355-5855
The authors would like to thank the editor, Professor Ian Phau and two anonymous referees for
DOI 10.1108/13555851311314022 their valuable comments on the previous drafts of this article.
only as a function of buying, the role of hedonic and social shopping motives should also Malaysian retail
be recognized (Holbrook and Hirschman, 1982; Sheth, 1983; Tauber, 1972; Westbrook consumers
and Black, 1985). Shopping malls are the important part of lives of many people in
todays era. For them, the shopping is considered as leisure-time enjoyment as
entertainment, exhibitions and events are added as attractions to reinforce the leisurely
aspects of going to the mall and induce participation and customer loyalty. The leisure
shopping activities embrace a plethora of meanings and an inherent dynamic, evident 201
for instance in shifts and nuance in consumers ways of experiencing and practicing such
activities (Backstrom, 2011).
Malaysias retail market is estimated at 14 billion for the year 2006 (Government of
Malaysia, 2006). Growth has averaged 6.1 per cent yearly from 2001 to 2006. Competition
is however stiff for the retail players. It is estimated that there are 124 shopping malls in
Kuala Lumpur and Selangor alone (The Business Times, 2007). The stiff competition for
consumers among the major retail players has intensified due to the fact that Malaysian
shoppers have become more sophisticated and demanding in their shopping
experiences. The changing lifestyle of the Malaysian consumers makes it imperative
for the retailers to understand the patterns of consumption. The changing consumption
patterns trigger changes in shopping styles of consumers and hence the factors that
drive people into stores. One major influencing factor determining the choice of a
particular shopping centre outlet is shopping motivations. Shopping motivations have
been defined by Jin and Kim (2003) as the drivers of behaviour that bring consumers to
the marketplace to satisfy their internal needs. Research on shopping motivations has
mainly been undertaken in the USA and European countries ( Jin and Kim, 2003; Li et al.,
2004). Unfortunately, the research in the area of shopping motivation is very limited in
Asian countries including Malaysia. This study aims to verify the measurement scale of
shopping values in the Malaysian context. Further, it measures the differences in the
shopping values of the customers (if any) based on their demographic characteristics.
Literature review
Studies have documented that consumers may view either shopping in general or
specific shopping experiences as entertainment or recreational (Kaur and Singh, 2007).
Consumers derive various tangible and intangible benefits from shopping experiences
(Tauber, 1972; Westbrook and Black, 1985; Hirschman and Holbrook, 1982; Babin et al.,
1994; Babin and Darden, 1995; Zeithaml, 1988; Baker, 2006). Shopping does not only
serve the purpose of merely a functional utility such as when a consumer finds an
intended item, receives intended service or gathers useful information. Shopping centers
are not merely place for shopping but also entertainment, socializing with friends or
mainly browsing with no intention for buying. According to Holbrook and Corfman
(1985), shopping values is either task related or hedonic in nature. A task related value or
work related value is considered to be utilitarian while the shopping experience or the
fun side is the hedonic value. Researchers have discovered that people typically shop for
both hedonic and recreational outcomes, and a utilitarian outcome that is shopping could
evoke value either through successfully accomplishing its intended goal or by providing
enjoyment (Boedeker, 1995; Tauber, 1972; Jones, 1999).
Utilitarian consumer behaviour has been described as task related and rational
(Batra and Ahtola, 1990). The utilitarian shopping behaviour is characterized by
task related, product-oriented, rational, and extrinsic motivations (Babin et al., 1994).
APJML It is related to necessity, rather than for recreation, and is often described in terms
25,2 commonly used to evaluate work performance (success, accomplishment). The product
is purchased in a deliberant and efficient manner. Shopping is seen as a task to be done.
The objective is more towards getting the job done in the shortest possible time.
A purchase of a product or service is not necessarily needed for shopping to be
utilitarian in value since a consumer might only go to the shop for the purpose of
202 collecting information out of necessity (Babin et al., 1994). Thus, utilitarian value is more
relevant in explaining shopping as a job or task that has to be done. However, traditional
product acquisition explanations based on the utilitarian values may not fully reflect
the totality of the shopping experience thus leading to the presence of the hedonic value in
shopping. It is also acknowledged that both orientations might be present in the
same practice, as elements of a single shopping trip (Falk and Campbell, 1997).
Hedonism has been described as the festive, ludicrous, or even epicurean side of
shopping (Sherry, 1990). Hedonism is related to fun and playfulness rather than to task
completion, and reflects the experiential side of shopping, comprising pleasure,
curiosity, fantasy, escapism and fun. Hedonic value is more subjective and personal
with shopping being seen as fun, an enjoyment rather than a task to be accomplished.
Hedonic shopping reflects a form of entertainment and emotional worth. Hedonic
shopping motivations are primarily based on the quality of the shopping experience
rather than information gathering or product purchasing (Boedeker, 1995). Consumers
also view a store as a place not only for shopping but also for other activities such as
socializing with friends or browsing without purchasing products (Bloch et al., 1994).
The hedonic shopping behaviour refers to recreational, pleasurable, intrinsic, and
stimulation-oriented motivations (Nguyen et al., 2007). The purchase of the good may
be incidental to the experience of shopping. People buy so they can shop, NOT shop so
they can buy (Langrehr, 1991). Furthermore, a consumer can enjoy most products
benefits nowadays by just observing or trying the product or service without
purchasing it thus shopping with or without purchase can provide hedonic value to the
consumer. Hedonic values might also account for impulse purchases and compulsive
buyers since according to Rook (1987) the need to purchase than a need for a product is
more important for these consumers. Additionally, excitement is also experience
in shopping for instance in getting a bargain during shopping excursion. Excitement,
a deep sense of enjoyment, escapism, the thrill of bargaining and haggling plus the
adventure of a shopping trip are examples of why seeking such experiences is often
more significant than the mere acquisition of the products.
The entertainment aspect of retailing is viewed as a key competitive tool (Arnold
and Reynolds, 2003). Entertainment and exploration are considered to contribute to
hedonic value (Timo et al., 2006). The importance of the hedonic value has been well
recognized by retailers in Malaysia. This can be experienced by visiting various
shopping malls in Malaysia, such as Sunway Pyramid, Berjaya Times Square and The
Mines Shopping Centre, offering various kinds of entertainment or experiences to
ensure that the stores are enjoyable to visit.
As proposed by traditional models of consumer behaviour, the behaviour of the
consumers differs from each other because of differences in their demographic and
socioeconomic backgrounds. But a focus on experiential perspective also takes into
account the fact that consumers are distinct individuals with emotions and different
personalities.
Some of the empirical researches have shown that culture and the state of a Malaysian retail
countrys economy may moderate the level of hedonic and utilitarian shopping motives
and experiences. Babin et al. (1994) asserted that high levels of hedonic shopping
consumers
experiences may be encountered in developed consumer societies, but may be less
prevalent or noticeably absent in less developed economies. The past literatures also
reveal that consumers tendency to engage in a hedonic (or utilitarian) shopping
behaviour relies not only on products characteristics (Addis and Holbrook, 2001) 203
and/or shopping contexts, but also on their own individual characteristics.
A number of studies have been undertaken for the last two decades by empirical
researchers to measure the consumers value in general as well as product or department
specific. However, most of the studies focused in the context of the USA and Europe and
very few to Asian countries. Table I provides a flavour of some of the most recent
empirical studies directing towards the empirical measurement of shopping values of

the consumers.
In the Malaysian context, Ahmed et al. (2007) tried to measure the shopping
behaviour and found that Malaysian shopping behaviour was very similar to that
observed in Western shoppers in prior shopping studies. However, their research was
confined to only students in the Klang Valley region and thus, the findings cannot be
generalized to all market segments. Further, the study lacked in strong statistical
support in validating the different dimensions of shopping orientation.
This study is an attempt to fill this gap. The study aims to:
(1) test the validity of the measurement scale assessing shopping value orientation
along two dimensions utilitarian and hedonistic in the context of Malaysian
consumers;
(2) measure and test the differences in the shopping values across the groups of
different socioeconomic background of the consumers; and
(3) measuring the discriminating power of variables measuring shopping values.
The rest of the paper is organized as follows: the following section describes the
methodology with sub-sections on instrument, sampling and techniques of analysis. It
is followed by a section on empirical findings. Next section provides the conclusion
with managerial implications. The last section provides the limitations of the current
study and suggestions for future research.
Research methodology
Measuring instrument
The measurement scale developed by Babin et al. (1994) for measuring hedonic and
utilitarian values has been used as the main basis for the research. The hedonic scale
intends to measure how much fun consumers had during the shopping trip, if they
had a good time while shopping, if they enjoyed being immersed in new products,
and if they enjoyed shopping per se. While the utilitarian scale intends to measure
if consumers could find what they were looking for, if they would have been
disappointed if they had to go to another shop; and if they accomplished what they
wanted on the shopping trip.
A seven-point multi-item Likert scale (1 strongly disagree, 7 strongly agree) was
developed basing on Babin et al. (1994) questionnaire because of its high reliability and
frequent replications (Marzocchi, 1997; Griffin et al., 2000; Scarpi et al., 2003). The selected
25,2
204
Table I.
APJML
on shopping values
Selected literature review
Author Country/context Major objectives Findings Implications
Dholakia (1999) USA/shopping The study measures the impact of changing The study finds a great deal of consensus Despite the influence of individual variables
social pressures on going shopping is regarding shopping responsibility among the such as age, education and occupation, it is
examined among married households sampled households. Although men are the respondents sex that makes a
playing a significant role in shopping tremendous impact on shopping behaviors
activities, particularly shopping for and motivations
household groceries, shopping remains a
gendered activity but it is not a pleasureless
activity
Kim et al. (2002) China and South The study examines the relationship of Consumers in both the markets exhibited The study supports the hierarchical
Korea/clothing consumer values, needs and purchase brand loyal behavior in apparel purchases, relationships of value-need-purchase
behavior in two Asian consumer markets fulfilling all three needs. However, behavior
actualization patterns of each need through
brand loyal behavior different in two markets
Mai and Zhao China/retailing The aim of the study is to gain insight into The findings reveal that the consumers in The results provide an insight into the
(2004) Chinese consumers and to identify the Beijing make small purchases and frequent shopping patterns of Chinese consumers and
constraints that may be barriers for visits to supermarkets. Most of them do not identify potential problems for international
supermarket development use any kind of transport, which in turn, retailers
results in the high frequency of patronage
and the low amount of spending
Carpenter et al. USA/retail The study examines whether consumers The results show significant differences in The research provides important direction for
(2005) brands value the in-store experience that retailers consumer perceptions of hedonic shopping retailers engaged in branding or considering
provide as part of the store as brand concept value across several retail brands branding to coordinate their in-store
experiences with product initiatives
Nisco and Italy/shopping The study proposes a definition of the The study provides empirical evidence about The present study has improved
Napolitano (2006) centres concept of entertainment orientation for the main factors that influence the adoption understanding of how entertainment affects
shopping centers and provides a framework of entertainment orientation by shopping retailer performance which could be very
for analysis of the main antecedents and centres and finds a positive link between useful from managerial perspectives
performance outcomes related to a shopping entertainment orientation and performance
centers entertainment orientation outcomes
Jones et al. (2006) USA/retailing The study investigates the complex Both hedonic and utilitarian shopping values This research provides insight into the
interrelationships between satisfaction with are found to influence key retail outcomes. complex interrelationship between shopping
the retailer, hedonic and utilitarian shopping The results also support predicted differences value and important retail outcome variables,
value, and important retail outcomes in the relative influence of hedonic and showing the differential effects that hedonic
utilitarian shopping value and utilitarian shopping value can have
(continued)
Rintamaki et al. Finland/ The study decomposes total customer value The findings reveal that social value varies Increasing our understanding of these softer
(2006) department as perceived by department store shoppers by day-of-week, with a significant increase onaspects of shopping, particularly the social
stores into utilitarian, hedonic and social Saturday (versus weekdays) when the store is dimension is important because they
dimensions, and empirically tests this more crowded, whereas no such differences in represent possible differentiating factors in
conceptualization in a Finnish department utilitarian and hedonic values were detected the highly competitive and often
store shopping context commoditized retail markets
Kim and USA/online The study aims to investigate whether online The results showed that the hedonic The predictive importance of the hedonic or
Forsythe (2007) apparel apparel shoppers adoption of product motivation had a stronger positive functional benefits on attitude toward using a
shopper virtualization technologies is facilitated more relationship than functional motivations with particular technology/system will depend, to
by hedonic motivations than functional the attitude toward using product a large extent, on the primary purpose of the
motivations due to the hedonic nature of the virtualization technologies system/technology
product virtualization technologies
Millan and Hungary/ The study examines the shopping motives The study identified 4 shoppers segments in As the Hungarians make most of their
Howard (2007) shopping and behavior in shopping centres in Hungary Hungry as: relaxed utilitarians, strict purchase decisions prior to their mall visit,
centres utilitarians, committed shoppers and marketing campaigns should be focused on
browsers. They found that the consumers providing information about retailers offers
tend to approach shopping as work, despite beforehand
the rapid development of the retail industry
in the country
Ooi and Sim Singapore/ The study aims to address two questions The results affirm that both the physical size As the trend move towards locating shopping
(2007) Suburban related to the magnetism or drawing power of and Cineplex have a positive effect on the malls outside the prime shopping areas,
shopping centres suburban malls: first, does physical size duration of visit. But they do not necessarily enticing prospective shoppers to visit these
matter, and second, what is the externalities have a direct effect on the amount spent by shopping centers becomes a critical survival
effect of housing a Cineplex within a the patrons in the shopping center issue for the owners
shopping center?
Fiore and USA (shopping Reflecting the integrative (experiential and The resulting framework is an inclusive The proposed framework could be helpful to
Kim (2007) experience) utilitarian) nature of shopping experience, the overarching structure that explains the researchers in developing empirical studies
paper aims to propose an overarching consumer shopping experience blurring hedonic and utilitarian boundaries of
stimulus-organism-response based shopping consumer experience and it can be used to
experience framework guide development of successful shopping
experiences for the industry
(continued)
consumers
Malaysian retail
205
Table I.
25,2
206
Table I.
APJML
Wagner (2007) USA/apparel Means-end chain theory is adopted to explore Evidence is provided relating to the social, The means-end approach is particularly
shopping the hierarchical nature of shopping experiential, and utilitarian aspects of useful for deriving practical implications for
motivation. A total of 40 in-depths interviewsshopping as represented by four dominant retail marketing since it relates consumers
with apparel shoppers were conducted using motivational patterns referring to the issues shopping motivations directly to their
the laddering technique of shopping pleasure, frictionless shopping, corresponding store-attribute preferences
value seeking, and quality seeking. Concrete
retail attributes are presented which allow
retailers to correspond to these motivations
Teller et al. (2008) Austria/shopping The study aims to investigate the impact of The results show that hedonists are represented Agglomerations of a distinct kind applying a
mall and hedonic and utilitarian values of shopping on by a higher number of females, earn lower different kind of marketing mix tend to
shopping retail agglomeration patronage issues, in individual incomes and are less educated attract (shopping) hedonists and utilitarians
street particular on shopping behavior and the compared to utilitarians. Further, they found to a varying degree
perception of retail agglomerations that those customers who are attracted by
agglomerations because of atmospheric and
price stimuli are typical hedonists
Shannon and Thailand/hyper The paper examines attitudinal and The study finds that grocery shoppers tend to Thai hypermarket shoppers appear driven
Mandhachitara market behavioral shopping patterns related to be more risk averse when time pressured, but more by convenience than by time pressure.
(2008) hypermarket shopping in Bangkok less risk averse if they are innovative. Thais Because they tend to shop in groups and
score high on innovativeness and shopping enjoy this experience, retailers need to
enjoyment and are more frequent patrons of consider more of the experiential or social
hypermarkets than other grocery store aspects involved in shopping, rather than
formats purely functional offerings
Miranda (2009) Australia/ The research is intended to compare the Hedonic values of consumer motivations vary Products that are used in public or whose
shopping implicit price of each hedonic motive with the for different products categories. consumption outcome is manifest in public
malls consumers overall implicit (hedonic) price, Convenience items, like bread, allow little have purchase motivations that are
which consumers ascribe to their experience scope for self-congruence, whereas shampoo susceptible to hedonic appeals. On the other
of shopping across three diverse product offers significant scope for pleasurable hand, the product with limited public face
categories emotive appeals to boost consumers status value, have some hedonic value
enhancement and social image
Kwon and USA/retailing The study seeks to understand multichannel The findings suggest that both hedonic and The importance of hedonic values is more
Jain (2009) shopping through nontraditional retail utilitarian factors are important predictors of critical for newer emerging shopping formats.
formats by studying the effects of shoppers multichannel shopping. Hedonic motivations As more and more channel options are
hedonic and utilitarian motives have more explanatory power for high-level introduced in the market and as traditional
multichannel shopping than for moderate- retailers diversify their channel strategies,
level multichannel shopping, as compared to retailers should understand their target
non-multichannel shopping customer group in terms of the degree of their
multichannel shopping behaviors
(continued)
Jackson et al. USA/shopping The study investigates the extent to which The results show no differences in hedonic The results of the study support the need to
(2010) mall attitudes toward mall attributes and and utilitarian shopping values by consider the preferences of gender and
shopping value derived from a mall visit generational cohort, but generational generational cohorts in terms of mall location,
differ across gender and generational cohorts differences in attitude toward mall hygiene entertainment features and general mall
factors, locational convenience and characteristics
entertainment features did exist
Lotz et al. (2010) USA/ This paper aims to apply concepts from Results suggest that The paper examines four antecedents,
entertainment flow paradigm to examine factors entertainment and shopping participation are derived from flow theory that may influence
malls contributing to participation in entertainment indirectly and positively influenced entertainment mall patrons flow-type mood
and shopping activities at, and future by patrons intrinsic motivations, states which, in turn, may drive their
patronage intent toward, entertainment freedom of choice to patronize the mall, and participation in mall shopping and
shopping malls perceptions of challenges and skills in entertainment activities
participating in mall activities through their
effects on mood states
Cai and China/shopping The study identifies underlying personal The results reveal that Chinese mall shoppers The study is important especially for mall
Shannon (2012) mall values that determine the mall shopping are more likely to be influenced by self- developers and retailers for crafting effective
behaviour of Chinese consumers and transcendence and self-enhancement. positioning strategies and guiding their
proposes shopping intention as an additional Further, shopping intention was found to communication strategies in the China
mediator that enhances the value-behaviour improve the predictive power of consumers market
link attitude toward mall attributes in terms of
shopping frequency and money spent in the
mall
Singh and India/shopping The paper aims to explore the composition of The research finding shows that shoppers The mall management in India should focus
Sahay (2012) mall shopping experience for shoppers in the visualize shopping experience as a more on improving convenience and
metropolitan area of Delhi national capital combination of five factors: ambience, creating ambience. Disproportionate
region (Delhi NCR) in India physical infrastructure, marketing focus, expenditure on adding to physical
convenience, and safety and security infrastructure is not expected to yield
matching dividends
consumers
Malaysian retail
207
Table I.
APJML questions were modified to fit the local content in terms of wording and translated into
25,2 the Malay language to minimize the response error. Further, a series of socioeconomic
questions were added in the questionnaire for the purpose of testing relevant hypothesis.
A set of eight questions were used to measure the hedonic shopping values while six
questions were used to measure the utilitarian shopping values.
208 Sampling
The sampling units consist of consumers with different demographic profiles aged
21 and above, residing in the capital city of Malaysia and the state of Selangor, both
situated in the heart and centre of Malaysia where most businesses, people, leisure and
entertainment and as well as advanced infrastructures such as broadband, wireless,
high concentration of internet usage are concentrated. The instrument consists of two
parts. Part 1 consists of 14 questions related to the shopping values; each measured on
the Likert scale of 1-7. Part 2 consists of questions related to demographic information
of the consumers. The completed instrument was pre-tested by 20 respondents chosen
from Management and Science University (MSU), Malaysia in order to do the
necessary modification if any, on the wording, sequencing and the scale measurement of
the questions. Based on the feedback obtained from these respondents, the questionnaire
was subsequently refined and then developed in English as well as the local language,
i.e. Malay. the questions measuring utilitarian and hedonic shopping values were
reshuffled in order to avoid the pre-determined assumptions made by the respondents on
each shopping value that may result in similar ratings for all statements under the same
shopping value.
The sample size is chosen based upon the general guidelines for sample size that
depends upon the number of variables involved in the study. As the instrument used in
this study has 14 items (statements), the required sample size should be approximately
140 subjects, i.e. ten times of total number of items (Nunnally, 1978). A sample size of
100-400 is usually deemed sufficient in structural equation modelling (Hair et al., 2006).
The convenience sampling was used to collect the information from consumers from
three equally popular shopping malls, located in Klang Valley area. Generally, people
do not differentiate among the above shopping malls in terms of size, pricing, and
availability of items or brands. The choice of shopping mall among the three basically
depends on the convenience and the distance from the residence of the consumers.
A group of six students from the class of research methodology were trained by the
researchers to complete the survey from these shopping malls during their leisure time.
For each shopping mall, two students were assigned the task to cover approximately
80 survey forms. The respondents were requested to participate in the survey when
they were not found too busy with their shopping activities or they were basically in
the relaxing mood after long hours of roaming inside the mall. The average response
rate from three shopping malls was quite encouraging, i.e. 85.5 per cent. Five survey
forms were rejected due to excessive missing data and thus, we ended up with a valid
sample size of 200.
Technique of analysis
First, the reliability test and exploratory factor analysis were used to verify if
the constructs measures what we intend to measure. Further, confirmatory factor analysis
(CFA) was performed to determine whether the scales used to measure the constructs
required modification. Finally, we tested a set of hypotheses based on demographic Malaysian retail
information by using appropriate statistics and determine the discriminating power of consumers
each variable within the construct by using discriminant analysis approach.
Results and discussion

Characteristics of the sample
Table II reports the findings on sample characteristics in terms of frequency and per cent 209
frequency. As it can be observed, the respondents are almost evenly distributed in terms
of gender with 51.5 per cent female and 48.5 per cent as male respondents. The proportion
of three races, Malay, Chinese and Indian in sample are 52.5, 26.5 and 21 per cent,
respectively. Further, our sample consists of more respondents in the young age groups
with 80 per cent belonging to the age group 35 and below. Again, a majority of the
respondents attained a minimum of a degree level education. Further, the sample

consists of 51.5 per cent of the respondents as unmarried, followed by 37.5 per cent
respondents as married with children and 9.5 per cent of respondents as married without
children. Most of the respondents belong to lower/lower-middle class with a monthly
income of RM 3,500 and below.
Reliability and validity of measures

As proposed and in line with the procedure for scale development as suggested by
De Vellis (2003), the data has been first analyzed in terms of internal consistency, items
to total correlation and factor analysis procedures. Tables III and IV reports the results
of reliability analysis for hedonic and utilitarian values at two stages. In stage I, the
reliability test was performed on all the items that are presumed to measure the
Variable Groups Frequency % frequency
Gender Male 97 48.5

Female 103 51.5
Race Malay 105 52.5
Chinese 53 26.5
Indian 42 21.0
Age 25 years and below 86 43
26-35 74 37
36-45 35 17.5
46 years and above 5 2.5
Qualification Secondary 17 8.5
STPM/diploma 49 24.5
Degree/master 134 67
Marital status Married without children 19 9.5
Married with children 75 37.5
Divorce/widow 3 1.5
Single 103 51.5
Income Below 1,500 53 26.5
1,500-2,500 53 26.5
2,501-3,500 57 28.5 Table II.
3,501-4,500 19 9.5 Sample characteristics:
4,501 and above 18 9.0 frequency distribution
APJML
Stage I Stage II
25,2 Corrected item Cronbachs a Corrected item Cronbachs a
Item no. Statements total correlation if item deleted total correlation if item deleted
A1 Shopping is truly a joy 0.725 0.851 0.733 0.850

( JOY)
A2 I feel sense of adventure 0.652 0.859 0.639 0.863
210 while shopping (ADV)
A3 I feel good during shopping 0.489 0.878
because I am able to act on
the spur of the moment
(SPUR)
A4 While shopping I just 0.574 0.868 0.574 0.872
forget about my problems,
if any (PROB)
A5 Compared to other things 0.698 0.854 0.698 0.855
I do, shopping is truly
enjoyable (ENJOY)
A6 I enjoy a shopping trip for 0.671 0.857 0.674 0.858
its own sake, not just for
the item I might purchase
(HAPPY)
A7 A feeling of escape is felt 0.721 0.853 0.725 0.852
during shopping (ESC)
A8 I usually continue to shop 0.587 0.866 0.590 0.869
Table III. not because I have to, but
Results of reliability because I wanted to
analysis for (CONT)
hedonic values Reliability statistics of Cronbachs a 0.876 0.878
Stage I Stage II
Corrected item Cronbachs a Corrected item Cronbachs a
Item no. Statements total correlation if item deleted total correlation if item deleted
B1 I accomplished just what 0.278 0.335 0.434 0.534

I wanted to do during a
shopping trip
B2 My shopping trips are 0.354 0.285 0.554 0.439
usually successful
B3 While shopping, I just find 0.229 0.351
the item(s) I was looking
for
B4 I feel disappointed if I have 0.233 0.349 0.305 0.635
to go to another store to
complete my shopping
B5 I feel really smart after a 0.326 0.297 0.348 0.591
Table IV. shopping trip
Results of reliability B6 The shorter the shopping 2 0.082 0.571
analysis for trip, the better it is for me
utilitarian values Reliability statistics of Cronbachs a 0.415 0.622
shopping values whereas, stage II reports the reliability test on the restricted number Malaysian retail
of items based on inter item correlation of items. consumers
As it can be observed from Table III, the Cronbachs a for hedonic shopping values
based on the eight items was 0.876. The inter item correlation of the items were first
examined to identify items that were not strongly correlated with each other. An item
to total correlation was done on the eight items and items having a correlation of less
than 0.5 were dropped from the scale. One item (SPUR) was dropped for failing to meet 211
the requirement. The Cronbachs a was recalculated with only seven items giving a
value of 0.878. These estimates exceed the threshold value of 0.70 as recommended by
Nunnally (1978), suggesting strong internal consistency.
The same procedure was applied to utilitarian values based on six items (Table V).
However, the Cronbachs a value was very low at 0.415. To have a better value of
Cronbachs a two items were suggested to be dropped giving a new value of 0.622.
However, after examining the inter item correlation and item to correlation only one
item had an item to total correlation greater than 0.5. Thus, further analysis, on the
scale measuring utilitarian values, has been ruled out.
Scale purification
Further data purification was done on the hedonic values measurement scale to
determine its reliability and validity. The Kaiser-Meyer-Olkin measure of sampling
adequacy (MSA) and the Bartlett test of Sphericity were first examined to see the
appropriateness of factor analysis. As it can be observed from Table V, the MSA score
was 0.877 and the Bartletts test of Sphericity was significant deeming the data
appropriate for factor analysis.
Exploratory factor analysis was then applied to the seven items (stage II of
Table VI). The aim of the factor analysis was twofold, first to assess if the items
Kaiser-Meyer-Olkin MSA 0.877

Bartletts test of sphericity Approx. x 2 694.220
DF 28 Table V.
Sig. 0.001 KMO and Bartletts test
JOY ADV SPUR PROB ENJOY HAPPY ESC CONT
Stage I (with eight variables)

Total no of factor(s) extracted 1
Initial eigenvalues . 1 4.353
Total % of variations explained 54.41
Communalities 0.662 0.558 0.346 0.455 0.616 0.583 0.653 0.480
Factor loading 0.814 0.747 0.588 0.675 0.785 0.763 0.808 0.693
Stage II (with seven variables)
Total no of factor(s) extracted 1
Initial eigenvalues . 1 4.065
Total % of variations explained 58.05 Table VI.
Communalities 0.676 0.553 0.463 0.623 0.593 0.663 0.492 Exploratory factor
Factor loading 0.822 0.744 0.681 0.789 0.770 0.814 0.701 analysis
APJML measuring hedonic values grouped into one distinct unitary factor. The second aim is
25,2 to assess if the appropriate items loaded substantially on their hypothesized factors.
All the items of hedonic values load into one single factor with a variance extracted of
58 per cent suggesting the items are measuring a single factor indicating
unidimensionality. The application of factor analysis to all eight items in stage I of
Table VI, further justify our decision to drop item (SPUR). The dropping of this item
212 resulted in an increase in total per cent of variations explained.
A CFA was then applied as a more stringent test of the convergent validity of the
seven indicators of hedonic values. The CFA was performed using the Amos 6.0
software. Empirical evidence in CFA (and SEM in general) is generally assessed using
criteria such as the comparative fit index (CFI), the root-mean square of approximation
(RMSEA), the significance of parameter estimates and the amount of explained
variance. Table VII summarizes the results of these tests. The model fit was observed
to be moderately good with GFI 0.930, TLI 0.896, CFI 0.931 and RMSEA 0.67.
Further, it can be observed from Figure 1, all the standardized factor loadings were
observed to be statistically significant at 99 per cent level of confidence with the
coefficient values ranging from 0.61 to 0.80, greater than 0.5 as recommended by
Hair et al. (2006).
The value of construct reliability was also calculated. The value of construct
reliability for hedonic shopping values was 0.86. The value is greater than the general
rule of thumb figure of 0.7 recommended by Hair et al. (2006). Variance extracted
estimates show how variances are measured compared to random measurement error.
Variances extracted for hedonic shopping value was 0.71. The variance extracted was
above the recommended 0.50 level, which means that more than half of the variance
for the specified items was accounted for by the construct (Fornell and Larcker, 1981;
Hair et al., 2006).
Considering the high reliability and validity of the measurement scale measuring
hedonic values, the score of the items were summated. The hedonic summated value
score was then tested on its ability to test on theoretically related constructs, thereby
establishing evidence of validity. This is to demonstrate further the validity of the
hedonic values measures.
Hedonic
Test index Abbreviation Purpose Acceptable level shopping value
Goodness of Fit Index GFI Absolute fit Values close to 0.9 and above 0.930
indicates satisfactory fit
Adj. Goodness of Fit AGFI Absolute fit Values close to 0.9 and above 0.901
Index indicates satisfactory fit
Root-mean square of RMSEA Absolute fit Under 0.08, best if under 0.05 0.067
approximation
Normed Fit Index NFI Incremental Values above 0.8 and close 0.911
fit 0.9 indicate acceptable fit
Comparative Fit Index CFI Incremental Values above 0.8 and close 0.931
Table VII. fit 0.9 indicate acceptable fit
Summary of reliability,
weight and fit index for Sources: Developed from Baumgartner and Homburg (1996); Hair et al. (1998); Hulland et al. (1996);
hedonic shopping values Kline (1998); Byrne (2001)
0.64 Malaysian retail
e1 JOY consumers
0.48
e2 ADV 0.80
0.38 0.69 213

e3 PROB 0.61
0.50
0.71 Hedonic
e4 HAPPY Shopping Values
0.55 0.74
e5 ENJOY 0.79
0.62 0.65
e6 ESC
0.42 Figure 1.
CFA for hedonic
e7 CONT shopping values
Development of hypotheses
Bellenger and Korgaonkar (1980) analyzed the nature of recreational shopping and
identified two simple shopper typology, distinguishing Recreational shoppers from
Convenience shoppers. In comparison to convenience shoppers, recreational shoppers
had a higher percentage of female consumers, spent more time shopping, were more likely
to shop with others, preferred department stores than discount stores, were more
innovative and more information seekers. According to Otnes and McGrath (2001)
shopping primarily has been regarded as a feminine activity. Through the process of
gender socialization, girls are encouraged to be interested in appearance, beauty and
performing domestic chores such as shopping. This is especially true for items concerning
fashion and beauty since femininity and beauty cannot be separated from a woman. In fact
in most cultures woman are expected to be concerned with fashion and beauty. Thus, it is
not surprising that women are the dominant shoppers in most households and are much
more likely than men to view shopping as recreational activity (Wolin and Kargaonkar,
2003; Haiyan and Cynthia, 2004). They seek information more actively as compared to
men and spend more time in stores than men do (Zeithaml, 1985). Furthermore, many men
still view shopping as effeminate thus men will probably shop to fulfil utilitarian goals
(Otnes and McGrath, 2001). This argument leads to frame H1:
H1. Female consumers are more hedonic compared to male consumers.
The motive of having social experience outside the home is expected to be high in singles
than the married persons. Further, the motives of role playing, self-gratification, and
sensory stimulation are more important for singles than the married persons. Similarly,
the consumers with children may be less likely to enjoy most aspects of shopping since
APJML having children may shift a consumers focus to more home centred activities. Further,
25,2 having children make shopping more difficult and more stressful to an individual
(Thompson et al., 1990). Moreover, childless individuals are most likely to enjoy
mingling with other shoppers, bargain hunting and being pampered by salespeople.
More specifically, the presence of children may influence the desire for social experiences
while shopping (i.e. mingling with customers and being pampered salespeople). Forman
214 and Sriram (1991) suggest that retail salespeople may serve as surrogate social contacts
for socially isolated consumers. Following this reasoning, we expect childless
consumers to be more likely to seek retail social interactions than consumers with
children. Following the reasons stated, the following two hypotheses need to be verified:
H2. Unmarried consumers are more hedonic than married consumers.
H3. Childless consumers are likely to be more hedonic as compared to consumers

with children.
Previous demographics studies have long established that ethnicity does influence
buying behavior in significant ways (Goldsmith and Stephen, 1987; Jolson et al., 1981;
Michon and Chebat, 2004). Indeed, ethnicity has been found to be an important descriptor
to Malaysians buying behavior. Past works of Sofiah (1999, 2002), for instance, have
highlighted that the Chinese are price conscious shoppers while the Malays are more
brand conscious. Andaya and Andaya (1982) offered this description of the Malays:
The real Malay is courageous [. . .] but he is extravagant, fond of borrowing money and slows
in repaying it [. . .] he is proud of his country, his people, venerates his ancient customs and
traditions and has a proper respect for constituted authority [. . .].
Thus, this hypothesis is advanced for testing:
H4. Malay consumers are likely to be more hedonic than consumers with other
races.
A variety of empirical studies have strongly linked a persons socioeconomic status to
shopping behaviour. The more money one has, the more likely he/she will enjoy shopping.
On the same note, time pressure was also known to affect consumer behaviour
(Herrington and Capella, 1995; Van Kenhove and De Wulf, 2000). It is expected that,
chronic time pressure can dominate consumers reality and make it difficult to engage in
browsing and bargain hunting. The young consumers are expected to have comparatively
more leisure time. Consumers belonging to higher age group might have more pressure for
time because of work as well as family commitment. Further, the young consumers are
relatively energetic, adventurous with full of excitement to explore the outside world.
These assumptions lead to the following hypotheses:
H5. The higher the level of income, more the level of hedonic values in consumers.
H6. Young consumers are more hedonic compared to relatively old consumers.
Finally, the educated consumers may have comparatively strong self-actualization and
often look for expanding the frontier of knowledge and discovering new things in their
day-to-day life. This ideology of educated consumers might result in extensive exploration
in the market while shopping, which in turn, might lead to higher level of hedonic values
with them:
H7. Consumers at the higher level of education are likely to be more hedonic Malaysian retail
compared to consumers who have attained relatively lower level of education. consumers
Differences in hedonic shopping values across different groups
The results of hypotheses tests reported in Table VIII reveal significant differences in
hedonic values across different groups based on gender, age, marital status and
educational qualifications. This is well supported with the findings of Ibrahim and 215
Wee (2002) in the context of shopping experiences in Singapore with respect to the first
three demographic characteristics. As it can be observed, the hedonic value of female
consumers is significantly higher than the hedonic values of male consumers. Arnold
and Reynolds (2003) had similar finding in their study and noted that females are more
hedonic-oriented than males when they go to retail stores for shopping. As pointed out
by Dittmar et al. (2004), women stress emotional and psychological involvement in the
Valid Level of Statistics difference in level

Grouping sample size hedonic of hedonic values
variable Categories (n) values SD (testing method) p-value
Gender * Male 97 4.64 1.152 Independent sample t-test 0.000

Female 103 5.57 0.875
Total 200 5.12 1.119
Race Malay 105 5.21 1.056 ANOVA 0.393
Chinese 53 5.10 1.013
Indian 42 4.93 1.373
Total 200 5.12 1.119
Age ** , 35 years 160 5.22 1.114 Independent sample t-test 0.012
. 35 years 40 4.73 1.059
Total 200 5.12 1.119
Marital Married 94 4.93 1.106 Independent sample t-test 0.023
status ** Single 103 5.29 1.107
Total 197
Family status Without 19 5.27 1.253 Independent sample t-test 0.132
children
With 74 4.84 1.057
children
Total 94 4.93 1.106
Income Less than 106 5.05 1.157 ANOVA 0.625
RM 2,500
RM 2,500- 57 5.22 0.978
RM 3,500
More than 37 5.18 1.222
RM 3,500
Total 200 5.12 1.119
Qualification * Secondary 17 4.06 1.379 ANOVA 0.000
STPM/ 49 4.90 1.110
diploma
Degree/ 134 5.34 0.994
master
Total 200 5.12 1.119 Table VIII.
Statistical difference in
Note: The difference in the hedonic values between (across) the groups of interest is significant at: hedonic values across
*99 and **95 levels of confidence different groups
APJML buying process, whereas, men emphasize efficiency and convenience in obtaining buying
25,2 outcomes. Shopping seems to play a psychologically and emotionally encompassing
role for women than for men, whereas, men focus on the outcome to get the actual goods
with the least effort (Dittmar and Drury, 2000). Though, the hedonic value in Malay
consumers is comparatively higher compared to Chinese and Indian consumers, the
statistical test do not show any significant difference in hedonic shopping values among
216 these races. As expected, the hedonic value in young consumers (below 35 years) is
significantly higher than in those who are comparatively old (above 35 years age). Kim
(2006) observed more number of young consumers in the cluster of Alpha shoppers who
have strong motivations for all hedonic and utilitarian shopping dimensions. A higher
percentage of consumers over 35 years of age appeared to be functional shoppers with
high scores on utilitarian shopping motivations. Further, the hedonic value of married
consumers is significantly lower than those of unmarried consumers. Among the

married consumers, the couple without children have more hedonic values than those
couple with children. However, the difference in their hedonic values was observed to be
insignificant, possibly because of comparatively very low sample size in the former
group. Kim (2006) observed that majority of the economic shoppers are consisted of
respondents who are married and with children. On the other hand, the recreational
shoppers are consisted of respondents that are single or married but without children.
Against our general believe, the results do not show any significant difference in the
hedonic values among the consumers with different income groups. Finally, as stated in
H7, the educational qualifications do make difference. Consumers with higher level of
education are more hedonic compared to the consumers with lower level of education. In
this regard, the finding contrast with that of Kim (2006) who found that Alpha shoppers
were less educated, containing a higher percentage of consumers that did not have a
college degree. He observed most of the highly educated consumers to be in the cluster of
economic shopping with high score on utilitarian dimensions.
To get further insight on what makes differences in hedonic shopping values among
the different types of consumers, the discriminant analysis has been performed. The
findings of discriminant analysis for selected groups are reported in Table IX along
with group-wise descriptive statistics in Table X. The dependent variables are the
demographic variables with two groups which are statistically different in terms of
level of hedonic values and independent variables are the statements measuring the
hedonic shopping values.
As it can be observed from Table IX, all the discriminant models are statistically
significant. The Wilks l values vary from 0.488 to 0.578, indicating that the discriminating
powers of models are moderate. The absolute values of standardized coefficient of
discriminant functions give the relative importance of variables in discriminating between
Statistics Standardized discriminant function coefficients

Grouping Wilks
2
variable l x p-value JOY ADV PROB HAPPY ENJOY ESC CONT
Table IX. Gender 0.506 41.896 0.001 0.495 0.031 0.086 0.067 0.045 0.348 0.186
Discriminating power Age 0.578 18.189 0.011 0.992 20.170 0.022 2 0.302 2 0.349 0.499 20.006
of items measuring Marital status 0.488 21.414 0.003 1.009 20.275 2 0.345 2 0.346 2 0.130 0.386 0.240
hedonic values Qualification 0.522 19.167 0.008 20.155 0.307 0.177 0.060 2 0.092 0.509 0.445
the groups of interest. Larger the value of the standardized coefficient, the greater is the Malaysian retail
contribution of the respective variable to the discrimination between groups. However, consumers
these coefficients do not tell us between which of the groups the respective functions
discriminate. It can be identified by looking at the mean value of the variable across the
groups from Table X.
As it can be observed, JOY is the most important variable discriminating between
Male and Female consumers, followed by the variable ESCAPE. It is worth noting that 217
a feeling of joy and escape while shopping is very strong in female than male consumers.
Again, JOY and ESCAPE are the most important factors discriminating between
young consumers and those who are above 35 years old. As expected, the feeling of joy
and escape are comparatively strong in former group than the later group. The JOY is
again the most important variable in discriminating between the groups of single and
married consumers. It is more than two times important than the variable ESCAPE
and more than four times important than the variable CONT in discriminating between
the above two groups. Finally, the ESCAPE is the most important variable, followed
by the variables CONT and ADV in discriminating between the groups based on
educational level.
Over the years, retailers have been bombarded by a number of macro-environmental
forces that have changed the landscape of the retailing industry. These include the
spread of mass discounters, lifestyle retailing formats and online shopping, providing
the consumers unparalleled convenience. In this environment, it is no longer sufficient
for a retailer to operate in a conventional manner of enticing customers with broad
assortments, low pricing and extended store hours. The entertainment or recreational
aspect of retailing is increasingly being recognized as a key competitive tool thus leading
to the current study on hedonic values. As indicated by Kaur and Singh (2007), positive
emotions such as excitement, pleasure, and satisfaction have also been identified as
significant determinants of consumer shopping behaviour such as patronage, amount of
time and money spent in the store.
Conclusion
The study verifies the measurement scale of shopping values in the Malaysian context
and examines a series of hypotheses to test the differences in the shopping values across
the groups based on demographic characteristics of the consumers. The results reveal
the hedonic shopping value measurement scale as a reliable and valid scale to be used
in the Malaysian context. However, the study failed to validate the utilitarian shopping
value measurement scale in the present context. The study further investigates
Variable Group JOY ADV PROB HAPP ENJOY ESC CONT
Gender Male 4.93 4.36 4.61 4.60 4.53 4.72 4.73

Female 6.12 5.20 5.43 5.41 5.48 5.78 5.60
Age Below 35 5.73 4.88 5.11 5.05 5.08 5.41 5.28
Above 35 4.78 4.48 4.73 4.88 4.75 4.68 4.80
Marital status Married 5.15 4.67 4.99 4.95 4.85 4.98 4.91
Single 5.92 4.90 5.07 5.05 5.14 5.54 5.41 Table X.
Qualification Below degree level 5.12 4.35 4.62 4.61 4.64 4.74 4.68 Group-wise descriptive
Degree or higher level 5.75 5.01 5.23 5.22 5.20 5.52 5.43 statistics
APJML consumer perceptions of the importance of hedonic shopping value and examine its
25,2 specific dimensions (i.e. fun, excitement, escapism) in order to provide retailers with a
better understanding of which dimensions of hedonic value are most effective in
motivating consumers during the shopping experience. People who share similar value
systems tend to have similar perceptions and behaviors (Egri and Ralston, 2004).
As expected, the results showed that the level of shopping orientation may differ among
218 different groups based on demographic characteristics. The findings on hypotheses test
revel that there is significant differences in the hedonics shopping values across the
groups based on the demographic characteristics such as gender, age, marital status and
educational qualification. Among all the items measuring hedonic shopping values,
it was observed that the feeling of joy and escape are the most important variables
differentiating between the groups of male and female customers, young and relatively
old-aged consumers, and single and married consumers.
Marketing implications
When comparing the differences in shopping orientations by demographic characteristics
of the consumers, a number of differences were observed. Female consumers are observed
to be more hedonic than the male consumers; young consumers appeared to be more
favorably disposed towards malls than slightly old aged consumers. Similarly, the
hedonic value of married consumers is significantly lower than those of unmarried
consumers and among the married consumers, the couple without children have more
hedonic values than those couple with children. Consumers satisfaction leads to positive
results such as increase in customer loyalty toward the mall, increase in the malls
reputation, and reductions in costs required for attracting new customers, among others
(Oh et al., 2012). Thus, the challenge for the mall management is to satisfy different
consumer segments by focusing on the factors that are important to different
socioeconomic groups. In response to the intense competition and the changing consumer
environment, several industry practitioners and academic experts have expressed the
benefits of targeting specific consumer segments. Shopping malls management should
realize the effectiveness of targeting the specific segment of the market based on
demographic and socioeconomic bases. The understanding for the need and characteristic
of each customer segment gives the advantages for management of shopping mall in
designing appropriate marketing strategies in order to attract potential customer
segments which result the increasing visitor traffic and the increasing of tenants revenue
within the shopping mall. The recreational aspect of retailing is increasingly being
recognized as a powerful competitive tool (Berry, 1996; Jones, 1999; Kozinets et al., 2002;
Arnold and Reynolds, 2003). To secure their futures, retailers must do more than compete
on value; they must provide the consumers with a bundle of benefits that give enjoyable
experiences in a pleasant shopping environment to each market segment. Thus, the mall
management must concurrently execute the right strategies to maintain their attraction to
young consumers by including stores that are futuristic and offer the most advanced
styles or technologies, and appeal to somewhat older adults by offering the tenant,
entertainment, and experience mix they will prefer, as well. Similarly, a viable way of
increasing footfalls in the shopping mall is to incorporate plans in the strategy to target the
kids so that parents are likely to spend more time and thus increase the chances of making
a sale. The management must be especially creative in finding ways to attract different
group of customers so as to encourage them to stay longer and spend more.
Limitations and suggestions for future research Malaysian retail
Hedonic values of consumer motivations may vary for different products categories. consumers
For example, those products that are consumed in public (clothes) or whose consumption
outcome is evident in public (shampoos and cosmetics), may have more hedonic
values compared to the products with limited public face. So, further research should be
carry forward with regards to specific product category. Further, the hedonic value
measurement scale could be used to measure the relationships and interrelationships 219
between hedonic values and other important marketing indicators such as shopping
satisfaction or patronage behaviour. Finally, the use of questionnaires and statistical
methods of analysis is often criticized when studying experiential and symbolic aspects
of consumption. The conceptualization of some constructs might benefit from more
thorough use of qualitative methods, such as in-depth interviews and narrative analyses in
future research.
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About the authors

Jeannot Abdul Karim is currently a Senior Lecturer at Management and Science University,
Malaysia. He obtained his doctorate in the field of Consumer Behaviour from University Malaya,
Kuala Lumpur. He has more than 20 years of experience in teaching various courses in
Marketing, such as Consumer Behaviour, Marketing Research and Service Marketing at the
undergraduate level and currently is involved in teaching Research Methodology and Marketing
Management at the MBA level. His major area of research includes Malay consumer behaviour,
specifically in the area of domestic tourism. He has presented his research works at numerous
conferences and has published research papers in several refereed journals. In the past, he has
been involved in providing consultancy services and training to various private and
governmental organizations and taken a number of administrative positions in the school,
including the Head of Department and Dean of the Centre for Flexible Program.
Mukesh Kumar is a full-time Professor and Principal Investigator at CENTRUM Catolica,
Pontificia Universidad Catolica del Peru, Latin America. He has more than 11 years of experience
teaching various courses in Economics, Econometrics, Research Methodology, Marketing
Research and Quantitative Techniques at undergraduate as well as postgraduate level. His area
of research interest includes performance measurement using data envelopment analysis, service
quality measurement and other interdisciplinary areas in management with application to
multivariate data analysis. He has authored and co-authored more than 40 research papers in
APJML refereed journals/edited book/monograph and other sources and has presented his work in
numerous national and international conferences. He has received honours and awards on
25,2 various occasions, including highly commended award consecutively for two years from
Emerald Publishing Group. Some of his recent contributions can be seen in International Journal
of Production Economics, Omega: An International Journal of Management Science, The Service
Industries Journal, International Journal of Productivity & Performance Management, Managing
Service Quality, International Journal of Quality & Reliability Management and International
224 Journal of Operations and Quantitative Management. Mukesh Kumar is the corresponding
author and can be contacted at: mkumar@pucp.pe
Sofiah Abd Rahman is a Professor at Universiti Teknologi MARA (UiTM), Malaysia and the
Group CEO of UiTM Holdings Sdn Bhd. She earned her Doctorate in the field of Retailing from
Stirling University, UK. Her research interests include consumer indices, merchandise mix, retail
SMEs, consumer typology and branding. She works closely with the Malaysian Government and
is now the secretary for BCIC-DT, a working group appointed by the government to oversee the
development of Malaysian retail industry. To date, she has received more than RM1million in
grants to undertake research works ranging from developing a typology of tourists, sustainable
tourism activities, critical success factors of retail SMEs, and Malaysia Education Brand Index.
She is also actively involved with contract research for both local and international companies.
She has more than 22 years of academic experience and has initiated many joint conferences to
provide a platform for academicians to collaborate and present their research findings. She has
presented her research works at numerous conferences and published research papers in various
referred journals.
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Asia Pacific Journal of Marketing and Logistics

Measuring shopping values of Malaysian retail consumers

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Universiti Teknologi MARA, Shah Alam, Malaysia

empirical studies directing towards the empirical measurement of shopping values of

Author Country/context Major objectives Findings Implications

Author Country/context Major objectives Findings Implications

Author Country/context Major objectives Findings Implications

Results and discussion

respondents attained a minimum of a degree level education. Further, the sample

Reliability and validity of measures

Variable Groups Frequency % frequency

Gender Male 97 48.5

A1 Shopping is truly a joy 0.725 0.851 0.733 0.850

B1 I accomplished just what 0.278 0.335 0.434 0.534

Kaiser-Meyer-Olkin MSA 0.877

JOY ADV SPUR PROB ENJOY HAPPY ESC CONT

Stage I (with eight variables)

0.38 0.69 213

H3. Childless consumers are likely to be more hedonic as compared to consumers

Valid Level of Statistics difference in level

Gender * Male 97 4.64 1.152 Independent sample t-test 0.000

consumers is significantly lower than those of unmarried consumers. Among the

Statistics Standardized discriminant function coefficients

Variable Group JOY ADV PROB HAPP ENJOY ESC CONT

Gender Male 4.93 4.36 4.61 4.60 4.53 4.72 4.73

old-aged consumers, and single and married consumers.

motivations, International Journal of Retail & Distribution Management, Vol. 27 No. 4,

consumers, International Journal of Retail & Distribution Management, Vol. 35 No. 6,

About the authors

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