Functional Attributes and Shopping Value: Supermarket Vs Local Market

Consumer expectations on functional attributes and perceived shopping value influences consumer satisfaction and loyalty. This study investigates the relationship between functional attributes, utilitarian and hedonic shopping value. The creation of utilitarian and hedonic shopping value is examined in the India supermarket and traditional retail (bazaar) format context. The consumers’ expectations on product quality, assortment and service quality positively influences the perceived shopping value at supermarket context and negatively influences (product quality and service quality) at traditional retail format context. The results supported predicted differences in the relationships across the retail formats. The study suggests the opportunity for global retailing giants to start business in India and the need for paying attention to functional attributes to achieve shopping value and re-patronage intention. Key words: Functional attributes hedonic and utilitarian value and retail format