What is Utilitarian Motives

The age of market globalisation and on-line presence allows companies to improve their relations with customers as well as to establish more direct communication. The different shopping acts may be related to a person's utilitarian and hedonic values. A study carried out by Hootsuite revealed that clothing and beauty products were the most on-line bought items in Portugal in 2017. The study aims at understanding the motivations behind choosing on-line channels for buying those types of products, with a special emphasis on the different generations of buyers. The authors use an exploratory methodology based on an on-line survey with 280 responses. There is a stronger association between the utilitarian value and the intention to repeat a purchase than between the hedonic value and that intention. Generation X is more associated to the repurchase intention to repeat a purchase based on utilitarian values and Generation Z shows a stronger association between hedonic values and being a repeat customer.