Presentation: Consumer Behavior Research on Utilitarian Products

This presentation summarizes research on consumer behavior, specifically focusing on the preference for utilitarian products over hedonic products. The research indicates that both baseline and low-control consumers tend to favor utilitarian products, especially when they are framed as functional. The presentation highlights a study that found framing products as utilitarian enhances consumer preferences, and low-control consumers showed greater interest. Recommendations for Wesfarmers include framing products as utilitarian to attract more consumers, reducing the import of luxurious items, investing more in utilitarian products, implementing effective utility marketing campaigns, and improving communication with consumers through social media. The presentation references several key articles in the field of consumer behavior to support its analysis and recommendations. Desklib provides access to similar presentations and solved assignments for students.

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.