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VOL. 13, ISSUE 2 (2026)
Information sources and consumer value dimensions in offline festive retailing – A study of consumer purchase motivation during festive seasons
Authors
M Kavi Priya, Dr. S Shanmugapriya
Abstract
Festive seasons represent an important period for
retail businesses, influencing consumer purchase behaviour through various
informational and motivational factors. The present study aims to analyse the
major sources of information creating consumer awareness and identify the
utilitarian and hedonic factors influencing purchase behaviour in offline
retail stores during festive seasons. Primary data were collected from 1,017
respondents using a structured questionnaire and analysed using Multiple
Response Analysis, Factor Analysis, and Reliability Analysis. The findings
reveal that word-of-mouth communication, social media platforms, television,
and in-store advertisements are the major sources of information influencing
consumer awareness of festive offers. Factor analysis identified two
significant dimensions of purchase motivation, namely Utilitarian Value
(Functional Motive) and Hedonic Value (Experiential Motive), which together
explained 59 per cent of the total variance. The study concludes that while information
sources create awareness and stimulate store visitation, utilitarian and
hedonic values play a crucial role in determining actual purchase decisions.
The findings provide valuable implications for retailers in designing effective
promotional strategies and enhancing festive shopping experiences.
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Pages:579-583
How to cite this article:
M Kavi Priya, Dr. S Shanmugapriya "Information sources and consumer value dimensions in offline festive retailing – A study of consumer purchase motivation during festive seasons". International Journal of Multidisciplinary Research and Development, Vol 13, Issue 2, 2026, Pages 579-583
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