Needs: Hedonic versus Utilitarian

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Utilitarian products and hedonic products can be similar products. When consumers are shopping for various products, some will seek a product which will give them more product for the money spent. Others, however, purchase items based on the brand or enjoyment the product will provide them. The difference between the two products is the need which the consumers is trying to fulfill with their purchase. An example of a product which could be compared are automobiles. When a consumer is interested in purchasing a new or used car, the consumer is going to search for vehicles which are equipped with certain features. For example, when I was searching for a car I was interested in an automatic transmission, smaller engine (four cylinder), power windows, power door locks, and was a sedan (four doors). I found a vehicle which had all of my requirements, which satisfied both utilitarian and hedonic needs. The smaller engine satisfied a utilitarian need because the engine would be more efficient, which would increase the gas mileage of the vehicle. The “comfort” features of an automatic transmission, power window and door locks, and four doors, satisfied hedonic needs.
Utilitarian and hedonic needs are not always found within a single product. Some consumers purchase a product because it satisfies a hedonic need, others satisfy a utilitarian need. A consumer could choose to purchase a product based on the brand name of the product, such as Coach (when purchasing accessories), instead of Route 66 (a store brand product). The two products will both satisfy the need for the accessory, the name brand product will likely provide the consumer with a satisfied or happy feeling when they are witnessed with the item. A utilitarian fo...

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...ual consumer, and are satisfied in different ways. An automobile could satisfy both utilitarian and hedonic needs by including features which are cost effective and unnecessary, but satisfying.

Works Cited

Sears Brands, LLC (2014). Craftsman | America’s Most Trusted Tool Brand | Top-Selling Lawn & Garden Brand | Garage & Storage. Retrieved April 6, 2014, from http://www.craftsman.com
Sears Brands, LLC (2014). Craftsman. Retrieved April 6, 2014, from http://www.craftsman.com/shc/s/dap_10155_12602_DAP_kicking-grass?adcell=Cm_hero_cta1
Solomon, M. R. (2012). Consumer behavior: Buying, having, and being (10th ed.). Upper Saddle River, N.J: Prentice Hall.
Stillwater Designs (2014). Home | KICKER Hooked Up. Retrieved April 6, 2014, from http://hookedup.kicker.com/
Stillwater Designs (2014). Livin’ Loud | KICKER. Retrieved April 6, 2014, from http://www.kicker.com

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