![]() Mangleburg, Doney, and Bristol (2004) have reported that, when people are shopping, the presence of peers can enhance the shopper’s attitudes toward retail stores and the tendency to spend more. This could probably lead to impulsive buying. Research has also found that when consumers goes shopping with a group of people (family and friends etc), they tend to use the behaviour of others as a justification for their own behaviour. (Determining the factors that affect hedonic consumption, 2015) Some factors that affect hedonic consumption includes: demographics, gender, age, income, education status and professional status. Results has shown that females behave more hedonically than males with 57.5% (females) and 21.5% (males). In a recent research, a survey has been conducted on 400 people to determine the hedonic consumption habits of consumers. ![]() To this group of minorities (shopaholic etc), hedonic consumption comes first before utilitarian consumption. They place their emotional pleasure first before their needs. Having said that, there is still minority of people that will do that. This is what we call ‘Utilitarian Consumption’. He has to use that $180 to satisfy his survival needs (food and transport etc) for the entire month, which is not enough. Therefore if he purchase the smart tv, he will be left with $180 for the rest of the month. This smart tv is a emotional pleasure to him, which is ‘Hedonic Consumption’. A fresh graduates taking back his first salary of $2200, he wanted to get a 55 inch SAMSUNG SMART LED TV which cost SGD$2020. Would you prefer buying a Hermes bag to satisfy your emotional pleasure and have no money left for the rest of the month to satisfy your daily needs or give up sacrifice your emotional pleasure for survival needs?Īnother case scenario to enhance your understanding of hedonic consumption and utilitarian consumption. A decision between buying a Hermes bag or having that sum of money to satisfy your daily needs
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