Consumer Behavior: Insights from a Study on Utilitarian Products

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