CQU Assignment: Consumer Behavior - Utilitarian Products Acquisition

This report delves into consumer behavior, specifically focusing on the acquisition of utilitarian products. It examines research indicating that consumers often compensate for a perceived loss of control by purchasing utilitarian items such as household cleaning agents. The study highlights how framing a product as utilitarian can influence purchase intention and reveals a generalized tendency to seek solutions through the consumption of these products. While hedonic products cater to those preferring a luxury lifestyle, consumers exhibit clearer intentions when buying utilitarian goods. The report recommends that companies maintain a balance between hedonic and utilitarian offerings, address potential problems like limited availability of certain product types, and continuously monitor customer preferences and competitor strategies to foster brand loyalty. The analysis references several key studies in consumer research, emphasizing the importance of understanding consumer motivations and adapting business strategies accordingly. Desklib provides access to this assignment and a wealth of other study resources for students.

CONSUMER BEHAVIOR
Name of the student
Name of the university
Author note

Findings of the research article
• From a deep analysis of the article this can be mentioned that a research has been conducted on the nature of the
customers on buying the products and it has been observed by the authors that the consumers compensate for a
loss of perceived control by buying the utilitarian products that is the household cleaning agents.
• The second and third study includes the fact that the framing of a product as utilitarian moderates the effect of
control on the intention of purchase.
• The fourth study shows the fact that there is a generalized tendency of solving the problem that mediates the
effect of control on eagerness in order to pursuit the consumption of the utilitarian products.
• However the research also shows that the hedonic products are preferred by the consumers who prefer luxury
lifestyle. The intention of the consumers are clearer while purchasing the utilitarian products

Recommendation
• From the above research this can be recommended that the company
should not only keep the hedonic products but also the utilitarian
products.
• In order to avoid the problems the company should recognize the problem.
In this case the problem can be the less availability of the hedonic products
than the utilitarian ones. The company have to take care of the choice of
the customers and have to keep in mind the accepting capacity of the
customers.
• The customers usually involve in the evaluation of the alternative
products. The company in that case should study the features of the rival
company and it should make an attempt to maintain the brand loyalty so
that the customers will come back to Woolworths after making the
comparative evaluation.

References
• Chen, C. Y., Lee, L., & Yap, A. J. (2017). Control deprivation motivates acquisition of
utilitarian products. Journal of Consumer Research, 43(6), 1031-1047
• Solomon, M. R., Dahl, D. W., White, K., Zaichkowsky, J. L., & Polegato, R. (2014). Consumer
behavior: Buying, having, and being (Vol. 10). Pearson.
• Xiang, Z., Magnini, V. P., & Fesenmaier, D. R. (2015). Information technology and consumer
behavior in travel and tourism: Insights from travel planning using the internet. Journal of
Retailing and Consumer Services, 22, 244-249.
• Habibi, M. R., Laroche, M., & Richard, M. O. (2016). Testing an extended model of consumer
behavior in the context of social media-based brand communities. Computers in Human
Behavior, 62, 292-302.
• Oliver, R. L. (2014). Satisfaction: A behavioral perspective on the consumer. Routledge.
• Maehle, N., Iversen, N., Hem, L., & Otnes, C. (2015). Exploring consumer preferences for
hedonic and utilitarian food attributes. British Food Journal, 117(12), 3039-3063.

Thank you