Consumer Behavior: Analysis of Utilitarian Products Research

This report analyzes consumer behavior, focusing on the purchase of utilitarian products. The research indicates that consumers with low control tend to invest more in utilitarian products compared to those with higher control. The study also highlights that consumers with lower control show more interest in the health benefits of products. The report recommends that Wesfarmers import more utilitarian products and potentially reframe hedonic products as utilitarian to cater to a wider consumer base. The research draws on multiple sources, including studies on mobile advertising, control deprivation, and environmental claims. The report aims to provide insights into consumer preferences and purchasing behaviors, offering strategic recommendations for businesses like Wesfarmers.

SCIENCE OF
CONSUMER
BEHAVIOR

FINDINGS OF THE
RESEARCH PAPER
 Consumers who have low control invests
more money on buying utilitarian products
compared to consumers who have higher
control
 products framed utilitarian attracts both low
control as well as high control consumers
 consumers with lower control show more
interest on the health benefits of the product
compared to high control consumers
 Control deprived consumers desire for
utilitarian products because of their stronger
problem solving tendency

RECOMMENDATION FOR
WESFARMERS
 Wesfarmers should import more amount
of utilitarian product compared that of
hedonic products
 Wesfarmers should frame the hedonic
products as utilitarian products
 The mentioned organization should
create their own utility marketing
campaign

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.