Science of Consumer Behavior: Understanding Consumer Preferences for Utilitarian Products

This presentation discusses the major findings of research on consumer behavior, specifically the preference for utilitarian products over hedonic products. It also provides recommendations for Wesfarmers, such as framing products as utilitarian and investing in effective utility marketing campaigns. The bibliography includes relevant articles on the topic.

SCIENCE OF
CONSUMER BEHAVIOR

Major findings of the Research
Article
 Both baseline and low control consumers
prefer Utilitarian products over Hedonic
products
 products that are framed as functional
and utilitarian enhances consumer’s
preferences
 low control consumers showed greater
interest in the product compared to
baseline consumers

Recommendation for
Wesfarmers
 frame the products of the company as
utilitarian in order to attract more
consumers
 Diminish the import of luxurious items
from suppliers
 Invest more on utilitarian products
 their own effective utility marketing
campaign
 Effective communication with the
consumers through social media
platforms

Bibliography
Bart, Y., Stephen, A. T., & Sarvary, M. (2014). Which products
are best suited to mobile advertising? A field study of mobile
display advertising effects on consumer attitudes and
intentions. Journal of Marketing Research, 51(3), 270-285.
Chen, C. Y., Lee, L., & Yap, A. J. (2016). Control deprivation
motivates acquisition of utilitarian products. Journal of
Consumer Research, 43(6), 1031-1047.
Schulze, C., Schöler, L., & Skiera, B. (2014). Not all fun and
games: Viral marketing for utilitarian products. Journal of
Marketing, 78(1), 1-19.
Steinhart, Y., Ayalon, O., & Puterman, H. (2013). The effect of
an environmental claim on consumers' perceptions about
luxury and utilitarian products. Journal of Cleaner
Production, 53, 277-286.