The needs that motivate customer to go shopping and purchase merchandise can be classified as:-
a. Utilitarian
b. Hedonic or
c. Conflicting.
Selection of dress for Interview is utilitarian need or basic need.
When consumers go shopping for pleasure, they are seeking to satisfy their hedonic needs. Their such needs are for an entertaining, emotional, and recreational experience.
Thus, from the consumer’s perspective, utilitarian needs are associated with work, whereas hedonic needs are associated with fun.
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| Buying can be for Fun or Need |
Successful retailers attempt to satisfy both the utilitarian and hedonic needs of their customers. Consumers motivated by utilitarian needs typically shop in a more deliberate and efficient manner; thus retailers need to make the shopping experience easy and effortless for utilitarian shoppers by providing.
Some hedonic needs that retailers can satisfy include stimulation, social experience, learning new trends, status and power, self-reward, and adventure.
Conflicting Needs :
Most customers have multiple needs. Moreover, these needs often conflict.
Typically customers make trade offs between their conflicting needs.
Because needs often cannot be satisfied in one store or by one product, consumers may appear to be inconsistent in their shopping behavior.
A grocery shopper might buy an inexpensive store brand of paper towels and a premium national brand of orange juice. The pattern of buying both premium and low-priced merchandise or patronizing both expensive, status-oriented retailers and price oriented retailers is called cross-shopping.
Although all cross-shoppers seek value, their perception of value varies across product classes.
While retailers might think the buying patterns of cross-shoppers do not make sense, they make sense to their customers.
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