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What is Utilitarian Consumption

Chapter 27
Handbook of Research on Applied AI for International Business and Marketing Applications
It refers to the opposite of hedonic consumption in terms of the benefits to be obtained during and after shopping.
Published in Chapter:
A Research on Hedonic and Utilitarian Consumption Behavior of Young Consumers on Big Discount Days
İbrahim Avcı (Gumushane University, Turkey) and Salih Yıldız (Gumushane University, Turkey)
Copyright: © 2021 |Pages: 21
DOI: 10.4018/978-1-7998-5077-9.ch027
Abstract
Recent changes and developments in social life affect both the marketing strategies of brands and the consumer behaviors. The big discount days were first implemented in the USA under the name “Black Friday,” and it was implemented in Turkey under the “Legend Friday, Legend Days, Super Friday, 11.11.” The big discount days campaigns also changed the consumer's sense of consumption. Together with the changing consumption concept, consumers are looking for psychological and social benefits in addition to the physical benefits in the products they purchase. The aim of this study is to determine the effect of hedonic and utilitarian consumption motives on consumers purchase intentions on big discount days. The questionnaire form was applied face to face to 621 students in a private university in Istanbul between 05.05.2019 and 15.05.2019. The obtained data were analyzed with SPSS 21 and AMOS 24 programs, and as a result of the analysis, it was determined that the hedonic and utilitarian consumption motives had a significant effect on consumer purchase intention on the big discount days.
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More Results
Chapter 11
Influence of Mental Accounting on the Financial Well-Being of Young Adults
In this process, goods or services are considered and analysed according to their functional features. Individual only consumes goods or products to accomplish their non-emotional and rational demands.
Published in Chapter: Influence of Mental Accounting on the Financial Well-Being of Young Adults; From: Emerging Perspectives on Financial Well-Being
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Chapter 16
From Utilitarian to Hedonic Consumer Behavior: An Evaluation for the Socio-Digital Age
It is a form of consumption in which goods and services are evaluated with their functional characteristics, and the act of consumption is carried out for rational reasons and to meet non-emotional needs.
Published in Chapter: From Utilitarian to Hedonic Consumer Behavior: An Evaluation for the Socio-Digital Age; From: Handbook of Research on Consumer Behavior Change and Data Analytics in the Socio-Digital Era
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Chapter 16
The Behavioural Impact of Artificial Intelligence: Theory of Consumption Value Perspective
Consumption of products that possess a rational appeal and make cognitive decisions based on instrumental motivations while considering the expected consequences ( Kim & Kim, 2016 ).
Published in Chapter: The Behavioural Impact of Artificial Intelligence: Theory of Consumption Value Perspective; From: Enhancing and Predicting Digital Consumer Behavior with AI
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