Пазаруването – ползи и мотивация на българския потребител
Shopping – benefits and motivation of Bulgarian customer

Author(s): Violeta Galabova
Subject(s): Economy
Published by: Икономически университет - Варна
Keywords: motivation; shopping, benefits; utilitarian; hedonic
Summary/Abstract: This paper presents the results of an empirical survey of the benefits and sopping motivation of the Bulgarian customer. The research is based on the understanding that consumers may shop under an experiential or a task-focused shopping orientation and the sopping motivation is two types: motivation, related to buying products and motivation, related to the activity satisfaction itself. The survey results show a significant difference in motivation when shopping food and non-food goods, and that the Bulgarian consumer is predominantly driven by utilitarian motives when shopping. Satisfaction with shopping activity is mainly related to the possibility of entertainment, the possibility of moving and looking at new goods.

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