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The paper examines the motivational drivers behind the participation of Hungarian consumers on a special shopping event, also known as Glamour Days. The study encompasses a variety of related conceptualizations such as hedonic/utilitarian shopping values, self-gifting as well as impulsive buying practices. After the introduction of relevant consumer behaviour concepts and theoretical frameworks, the paper presents a qualitative research on adult and adolescent female consumers’ shopping experiences during Glamour Days. By building on phenomenological methodology, this study also portrays the ways this shopping event has changed consumer society within an originally strongly utilitarian attitude driven Hungarian culture. The phenomenological interview results highlight differences within the motivational drivers of pleasure-oriented shopping for the two age groups. For teenagers, the main motivation was related to the utilitarian aspect due to their financial dependence and the special opportunity to stand out of their peer group by joining an event that is exclusively held for adult women. On the other hand, adult women are motivated by combined hedonic and utilitarian values manifested in self-gifting and impulse buying within an effectively planned and managed shopping trip. Based on the results, retail specific strategies are provided along with future research directions.

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Kindleberger, C. (1978): The Aging Economy. Review of World Economics 114(3): 407–421. Kindleberger C. The Aging Economy Review of World Economics

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1 Introduction Born after 1980, Millennials constitute the first generation to come of age in the new millennium, and in the United States they are the most populous generation ever (24 per cent of the U.S. population, U.S. Census Bureau 2013

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and Alternative Democracy . Basingstoke : Palgrave Macmillan . Delli Carpini , M. X. – Williams , B. A. ( 2001 ): Let Us Infotain You: Politics in the New Media Age . In

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longer term. Gödri (2016a) analysed the migration potential and motives by statistical methods based on a special survey, with a large ( n = 1,464) sample of 18–40 years old Hungarian people (the sample was representative by gender, age, educational

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Journal of the European Union , 30.11.1996. European , Commission ( 2012 ): The 2012 Ageing Report: Economic and Budgetary Projections for the EU27 Member States (2010

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-standing public finance problems, such as the sustainability of European welfare systems in the midst of ageing populations and the difficulties of taxing in a globalised world, where rich people and multinational companies hide their income and wealth through

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Society and Economy
Authors:
Kornél Németh
,
Nóra Hegedűsné Baranyai
,
András Vincze
,
Nikoletta Tóth-Kaszás
, and
Erzsébet Péter

refugees’; the vulnerability of infrastructure) effects prophesy dramatic changes and the need to adapt for successive generations. According to Nemes (2019) , the 21 st century will be the ‘age of chameleons’, characterized by adaptation

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Endrei, W. (1978): A középkor technikai forradalma [Technical revolution of the middle ages]. Budapest: Magvetõ Kiadó. Endrei W. A középkor technikai

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Administration and Financial Law in Hungary in the Age of Neo-Absolutism). Pécs. Pénzügyi igazgatás és pénzügyi jog Magyarországon a neoabszolutizmus korában

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