Hedonic Value Perception for Cellular Phone: An Exploratory Study of Indian Consumers

Abstract

This exploratory research tries to identify the determinants which affect the attitude of a buyer. The study explores the psychographic, socio-economic and demographic dimension and finds to what extant these factors affect the value perception of the product. Study tries to identify whether product is used as functional product or as a status symbol or luxury product Previous research has established that hedonism plays a strong role in positioning the product, but how individuals' dimensions play important role in determining product's luxury image has not been explored deeply. This research attempts to find the differentiator of hedonism of non food products and evolve a model that can help to predict the determinants effecting hedonic value perception value of a product . Data for the research was collected from different inner and outer cities of India, using quota sampling technique, and respondents were contacted through the shop stop method. The questions were rated on a 5-point Likert scale. All measures were evaluated on SPPS 16. The results show that the hedonic values perception for non food products of inner city consumers depends mainly on order wise age, lifestyle, and education of the buyer where as for outer city it depends on education, income and marital status of the consumers. Results also showed the influence of ethnicity in consumers' hedonism for the product.