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How online retailing satisfy the needs of hedonic and utilitarian customers?
Pages 12 (3012 words)
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.
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. ...
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