Revisiting experiential values of shopping: consumers' self and identity

Woodruffe-Burton, Helen and Wakenshaw, Susan (2011) Revisiting experiential values of shopping: consumers' self and identity. Marketing Intelligence & Planning, 29 (1). pp. 69-85. ISSN 0263-4503

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The research presented in this article aims to extend our understanding of the symbolic and experiential values of shopping through the investigation of consumers' grocery shopping and consumption experiences. The research approach was based on the existential phenomenological interview; ten women living in the UK who were in paid employment outside the home at the time of the study, who were married (or living with their partner) and who had at least one child living at home participated in the study which explored their lived experiences of grocery shopping and consumption. The findings reveal that consumers can construct various dimensions and levels of self/identity through their food shopping and consumption practices through their shopping experiences and in conjunction with various resources and support provided by retailers. Four key themes are identified and explored: “I am in control”; “I am me”; “I share and I love”; and “I belong”.

Item Type: Article
Uncontrolled Keywords: Consumer behaviour, phenomenology, shopping
Subjects: N500 Marketing
Department: Faculties > Business and Law > Newcastle Business School
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Depositing User: EPrint Services
Date Deposited: 01 Sep 2011 14:30
Last Modified: 19 Nov 2019 09:52

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