Perilaku Belanja Wanita Perkotaan (Studi Empirik pada Konsumen Department Store Kota Surakarta

Abstract

This research aim is to analyze the difference perception of shoping value between male and female in Surakarta retail consumers. Shopping value classified in to hedonic and utilitarian value. Hedonic value occurs when consumers rely on their emotional, social and phsycological aspect in shoping, while utilitarian value is more concerned with functional aspect in shoping. . Result shows that there is difference perception in Surakarta retail consumers. In this study, female consumers tend to have hedonic value in their shoping orientations, while male consumers tend to be more utilitarian orientation. Implication of the study is that gender is an important aspect in structuring business position, and segmentation in retail industry.