According to standard economic theory, consumers are known for maximization of utility driven by cognitive values. However, emotional desires can at times direct functional motives in the process of choosing products. Goods are often chosen and consumed at times for purposes of pleasure hence making consumers achieve some instrumental purpose. Such are categorized as; luxuries and necessities, hedonic and utilitarian goods, affect-rich and affect-poor products. The major distinction used on goods is based on necessity and luxury items, where necessary items are considered essential for minimum standard of living. Conversely, luxurious items focus on providing condition of abundance, pleasure as well as comfort. Hedonic versus utilitarian goods Luxuries according to researchers are consumed primarily to satisfy hedonic pleasure contrary to necessities which are consumed for the purposes of providing utilitarian goals. Hedonic goods provide consumers with multisensory dimensions such as fun, pleasure as well as excitement. On the other hand, utilitarian goods are considered instrumental making their purchase motivated by product’s functional aspects. These include products such as Kitchen appliances, personal computers and home security systems. Hedonic and utilitarian consumption are considered discretionary hence their differences based on degree and consumer’s perception. ...
Purposes which an item serves, either for usage or consumption is central in determining whether the item is primarily hedonic or utilitarian. For instance purchasing a cell phone for emergency purposes qualifies it to be called utilitarian product, and is contrary when the same cell phone is purchased for pleasure of chatting with friends. Purchasing the cell phone for pleasure makes it a hedonic product. At the same time goods consumed for hedonic purposes are majorly inclined towards affecting the rich than those consumed for utilitarian purposes. The various distinctions have important implications on the way consumers make decisions based on particular context. The various distinctions as applied do not give any implications of good or bad, however consumer’s choice between the groups is majorly based on whether justification can be drawn from preference for items otherwise referred to as hedonic. The need for justification can either be increased or decreased depending on response modes. There are various examples where evaluation on preferences gives reversible results depending on whether evaluation process takes separate or joint process. According to Okada (2005), customers frequently visiting restaurants preferred hedonic desert in situations where only single kind of desert was offered. However, in cases where there was variety, customers preferred more utilitarian dessert. Nature of choices made in such instances was based on the kind of difficulty encountered in justifying a hedonic option. Discretionary nature of various hedonic items increases chances of customers making a choice to purchase it. There is difficulty involved in making choices between utilitarian and hedonic goods since hedonic products appear more
How Online Retailing Satisfy The Needs Of Hedonic And Utilitarian Customers? Name: Instructor: University: Course: Date: Hedonic & utilitarian consumption Research reveals that consumers are often faced with various types of choices between hedonic and utilitarian alternatives…
This will make it possible to map and identify loyal customers, in addition to having a database that can be critical in decision making process when configuring services to customers. In the dry-cleaning business, a customer’s identity has to be uniform across all sections.
The author states that customer differentiation is not limited to only the net revenue each and every customer brings in a quarter or a year but on a range of parameters which calculates the growth potential, net worth, returning customer base, ongoing business, current relationship and references obtained from the customer.
The most used modern marketing tool by Australian companies is the social media. The companies I choose are in the banking industry where we have the Commonwealth Bank of Australia and Qantas Airways Limited. These are companies in the ASX100 list which have a very wide following in the social media segment a method that the company has adopted to advertise its service and product provision to its customers (Merrett 2002).
Thus, a retailer must offer its customers value for the product and ease of shopping with an enjoyable shopping experience. Shopping is an activity which involves the buying behaviour of the individuals based on several factors such as the level of convenience, accessibility, the environment and the comfort.
Work culture can also affect accountability. It defines or explains why people behave in a certain manner and creates a set of rules that justifies the acts. In an organization it’s of high importance for managers and employees to cooperate and keep their end of bargain.
However, there has been a heated debate about the real function and essence of marketing in the global society. Critics have argued that marketing goes beyond satisfying to "creating" consumer needs. This paper will take a position in this marketing debate by looking at the different arguments put forward by these opposing views.
The number of men between 35 and 54 is expected to reach 40 million by 2000 –up from 32 million in 1990 (Black, 2004).
Cosmetic marketers have never had much success targeting men. Lancome launched a men’s
The increase in technological area in today’s world and application of internet in massive scale has also introduced and increased the experience of online shopping to a great extent among the consumers all over
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