ATTITUDE OF CONSUMERS TOWARDS HEDONIC SHOPPING - A STUDY WITH REFERENCE TO VIRUDHUNAGAR DISTRICT

Shopping is the activity of searching, selecting and ultimately purchasing services that fulfill the needs, wants and desires of customers. According to Dr. Murugaiah and Radhika Vishvas “Shopping is increasingly seen as the leisure activity and, as such, fulfills as a role in family and social life which goes beyond the traditional shopping activities of buying in provisions and other goods when required. Shopping plays a key role in the women's activity list. The shopping may be dividing into Online Shopping, Offline Shopping, Conventional Shopping, Traditional Shopping and so on. Consumer attitude is change day by day because their taste and preference are change day by day. It is frequently and unnecessarily. It creates potential entertainment and emotional value to spent more time in shopping. It is a positive experience where consumers can enjoy satisfying experience with emotional related to the shopping activity. Convenient sampling method is employed to collect data through questionnaire from 600 Consumers from Virudhunagar district. The study indicates that, Consumer is the main pillar of every business.