Effects of Utilitarian, Hedonic and Social Motives on Mall Shoppers Satisfaction

Abstract

The primary objective of the study was to comprehend the factors influencing customers' choices in supermarket shopping. A notable concern arises as shoppers tend to frequent supermarkets regardless of the availability of alternative modern shopping options nearby. Employing the convenience sampling method, the research distributed 300 self-administered questionnaires at Mlimani City, a significant mall in Dar es Salaam, and retrieved 291 completed responses. Guided by consumer behavior theories, the study focused on utilitarian, hedonic, and social factors influencing customer satisfaction with supermarket shopping experiences. The findings emphasized the paramount importance of social factors, followed by hedonic factors, in shaping customer satisfaction. Utilitarian factors exhibited a stronger impact on behavioral intention but had a relatively lesser influence on overall customer satisfaction with the supermarket experience. This highlights that, for many Tanzanians, supermarkets serve as spaces for social interaction and leisure activities rather than purely for shopping. These insights carry significant implications for academia, managers, and policymakers, offering valuable perspectives to enhance the supermarket shopping experience for Tanzanian consumers.