Consumer Behavior and Hedonic Consumption Essay

Developing a Semi-Structured Interview Guide

Pre-cession Stage

1. Setting up a relevant setting;
2. Placing recorder and test questions and checking that all tapes are labeled;
3. Checking the functionality of test recorder;
4. Define the places of buying products in case the location is unknown;
5. Set the participants’ consent forms and information sheets;

Sessions Introduction Stage

1. Introducing general information about the participants, checking the information sheets;
2. Providing opportunities for the interviewees to ask any questions associated with the research;
3. Explaining the structure and subsequent steps of the interview;
4. My research is dedicated to defining the major utilitarian and hedonic components that guide the participants while buying a specific product. It also explores the elements of symbolic meaning in contrast to behavioral patterns of consumption and attitudinal elements defining the product demand. In addition, cognitive responses with regard to environmental input variables will also be analyzed to highlight the perspectives of hedonic consumption.

The Introductory Part of Semi-Structured Interview Guideline

The Opening Part

1. To begin with, could you tell me a bit about yourself? I am specifically interested in your habits, lifestyle, and product preferences.
2. What you opinion about a pleasure-oriented approach to consumption?
3. What do you think this notion implies?

The Body Part of the Interview

Understanding the connection the role of hedonic and utilitarian dimensions of consumption:

1. While buying a product, what goals are you pursuing?
2. What do you think about while buying a particular product?
3. Do you pay attention to the trend mark while choosing a product?
4. Should products be pleasure-oriented?
5. Which one would you choose – an ice cream or oranges for the dessert?
6. What are the major criteria for choosing a common product?
7. What made you buy a specific product?
8. What products and services do your prefer buying for daily use and why?

Evaluating the importance of symbolic meaning as subjective characteristic of products and services

1. How do you know that the product you have chosen fits your expectations?
2. Do you think products should be bought to satisfy practical needs or reach personal pleasure fulfillment?
3. When buying chocolate, which criteria do you follow to choose a specific kind of chocolate?

Factors influencing hedonic consumption

1. Are there products that you dislike, but you used to like it?
2. Why do you dislike the product?
3. Can you easily substitute one product by another?
4. If you do not have a possibility to buy the product you want, what would you do?
5. What do you expect from the product you have just bought?

Indentifying behavioral patterns prevailing among the consumers

1. Does the brand of the product make difference to you? Why?
2. Do you have a specific ritual of selecting products?
3. Are specific products or services associated with your family traditions or occupation?
4. Do you ask for advice while buying specific products, or using particular services?

Conducting the Interview

I conducted eight interviews with students within the campus. The places of the interview were informal to receive more accurate and natural answers. Hence, I recorded the answers in the library, cafeteria, and in the campus of my university. I used the tape recorder and each part of the interview was precisely labeled. Importantly, the respondents’ names were also carefully noted down in a written form for me to follow the order of the interviewing process. The questions presented in the semi-structured interview guide were slightly modified to fit the participants’ responses.

Written Transcripts of the Interviews

The interviews were transcribed in the same language that was received during the interview recording. Such an approach provides a true-to-life picture of the participants’ responses. Due to the fact that the major part of the research is dedicated to exploring behavioral patterns and emotional factors triggering people to buy products, the formalization of answers can lead to the loss of attitudes that were presented in the respondents’ informal language. However, the interviews were grammatically correct to avoid misconceptions and respect the participants’ wishes.

Transcript Analysis and Discussion of the Findings

The Interview Results

In the course of the interview, certain patterns of consumer behavior have been identified. Aside from the answers given during the examination, the participants still refer to emotional and perceptional aspects while buying specific products and services. 3 participants out of 8 have agreed that practicability and usefulness of the product are the main priorities for them. Interestingly, though some respondents disagree with the concept of pleasure as being the leading factor of consuming products, their answers prove the contrary.

Specifically, the answers received about the rituals and the ones requiring to choose between the products lead the assumption that situational and time components are indispensible to defining the purpose of consumption. Most of the respondents have noted that they value such product features as

1. appearance (54 %),
2. quality (20 %),
3. brand (14 %),
4. authenticity (12 %).

What is more important, the interview results demonstrate the behavioral variables influencing the product choice. These are

1. specific circumstances (cultural and social) (45 %),
2. reference to personal experience (30 %),
3. symbolic representation of the product (25 %).

Understanding the Role of Utilitarian and Hedonic Views on Consumption

The above-presented results have provided a number of controversial assumptions concerning the role of utilitarian and hedonic views on consumption. In particular, full reliance on emotional and multi-sensory perceptions is impossible because the factors influence the consumer behavior at preliminary stage of the buying process. The nature of the product is also important for identifying the priorities.

The hedonic bundle, therefore, can be increased if a discount is proposed for a product. According to Khan and Dhar (1), “framing a discount as saving on the hedonic item will be more effective in increasing the purchase likelihood of the bundle than an equivalent discount framed as saving on the utilitarian item.” Regarding the given studies, it is very useful to highlight that hedonic and utilitarian perspectives are indispensible to defining the value of the product.

While considering the importance of striking the balance between the hedonic and utilitarian consumption, the emphasis should be placed on cultural conditioning as well. The observations made during the interviews have revealed that, though respondents preferred hedonic over utilitarian goods, they did not consider those differing from utilitarian products. Elison and Swee (2) believe that consumers prefer reviewing advertisements providing products based on utilitarian rather than hedonic concept.

Judging from the supporting arguments presented above, the given research proves the idea that both utilitarian and hedonic concepts guide the consumers while buying a product. Moreover, emotional motifs still prevail over the functional ones while selecting a particular product. For instance, when participants mention a utilitarian product, such as toothpaste, or soup, they still refer first to multi-sensory factors.

Symbolic Representation of the Product

Judging from the results obtained from the research, the majority of the respondents do not correspond to the established norms of consumer behavior. This is largely due to failure of numerous studies to consider the role humanistic and phenomenological dimensions in decision-making. Hence, in order to understand these perspectives, it is necessary to consider the individual level within the content of consumers’ meaning systems and subjective consciousness. (3) The reference to interpretive mechanisms through naturalistic qualitative approaches can contribute to outlining the connection between consumers’ belief systems and the symbolic representation of consumption.

While regarding the importance of considering meaning systems, as well as symbolic image of product, the respondents’ reliance on socially and culturally determined circumstance and consideration of personal experience explains the connection between the behavioral variables and the product choice.

Though the interview questions are not oriented on the consideration of time as a consumer variable, the answers prove the influence of disruption on the extent of hedonic consumptions. This is of particular concern to the problems of the ritual of selecting a product where a specific extract of time is needed to define whether the product is necessary or not. The presented argument can be supported by Nelson and Meyvis (4) who consider that hedonic consumption can be enhanced is interruption of experiences occur. The negative experience, however, will be significantly weakened.

Components of Consumer Behavior

The analysis of the interview transcripts has discovered that the respondents are guided by different factors and conditions while choosing a specific product. In this respect, the set of experiences and patterns are presented in the form of layers where one is imposed on another. To be more precise, the emotional and symbolic perception is presented as the first layer of experience that emerges irrespective of the product nature.

Hedonic and utilitarian products, therefore, are equally evaluated at the preliminary stage. Such an assumption is premised on the fact that the majority of the participants (6 out of 8) agree that they first identify physical appearance of a product. Next, the second layer is more consistent with humanistic orientation of consumer perceptions. In other words, the participants refer first to their biological and psychological needs that are often associated with their emotions. Finally, other layers of experience can be interpreted with regard to utilitarian views on the product values. Specifically, the interviewees attain much importance to the product brand and external advice.

The research also show that the participants often seek to justify the need for hedonic consumption. According to Okada (5), people are inclined to consume hedonic products in case the decision context makes it possible to justify the consumption.

In this respect, while choosing between the products and explaining which product orientation they prefer, most of the interviewees tried to find justification and excuse for their choice to buy hedonic goods, even though they were not asked to do so. In this respect, consumer behavior can often be predicted with regard to humanistic and interpretive approaches used for analyzing specific components of the decision process.

Finally, the research once again proves that hedonic rates dominate over the experiential orientations because the former often elicits the latter. In fact, utilitarian goods are not always necessary for consumers (5). The argument provides a sufficient explanation for the reasons why respondents are prone to buy this or that product. In addition, hedonic consumption can also be justified in form of experiential enjoyment that is mistakenly associated with utilitarian use. Therefore, the participants firmly believe that hedonic consumption is identical to the utilitarian consumption because pleasure-oriented goods tend to be discretionary.

Overall Conclusion and Future Studies

In conclusion, the research under consideration is premised on the eight interviews conducted in the campus of the university to define the factors and patterns of consumer behavior, as well as prove that hedonic orientation dominates over the utilitarian consumptions. The results obtained in the course of the study have proved the hypothesis. Moreover, some additional findings have been discovered with regard to the basic components of consumer behavior. Specifically, such aspects as culturally and socially determined circumstances and time consideration also influence the consumer decision to buy a certain product.

In order to track the underpinnings for choosing the patterns of hedonic consumption, the involvement of meaning and belief systems, as well as introduction of psychological approaches to defining behavioral patterns, is indispensible. At this point, consumers have different modes of product perception and, as a result, their symbolic images differ as well. Therefore, whether the products bear hedonic or utilitarian character, the consumers’ initial perception is a priority.

Regarding the importance of consumer perception of hedonic consumption, it is purposeful to consider the problems of re-conceptualization of utilitarian nature and self-image of products and services.

References

1. Khan U, Dhar R. Price-Framing Effects on the Purchase of Hedonic and Utilitarian Bundles. Journal of Marketing Research (JMR). 2010, 47(6): 1090-1099, 1093.
2. Elison AC, Swee HA. Hedonic vs. utilitarian consumption: A cross-cultural perspective based on cultural conditioning. Journal of Business Research. 2008; 61(Cross-Cultural Business Research): 225-232.
3. Marsden D, Littler D. Positioning Alternative Perspectives of Consumer Behaviour. Journal of Marketing Management. 1998; 14(1/3): 3-28.
4. Nelson L, Meyvis T. Interrupted Consumption: Disrupting Adaptation to Hedonic Experiences. Journal of Marketing Research (JMR). 2008; 45(6): 654-664.
5. Okada E. Justification Effects on Consumer Choice of Hedonic and Utilitarian Goods. Journal of Marketing Research (JMR). 2005; 42(1): 43-53

Appendix: Interview Transcript

Interview 1

To begin with, could you tell me a bit about yourself? I am specifically interested in your habits, lifestyle, and product preferences.

My name is Alice and I am studying at the University. My life in campus is really saturated with a great number of events. Because I am an activist, I take part in different meetings and conferences. I am keen on different academic contest and competitions. Because of being so busy, I have little time for myself and, therefore, I try not to spend much spare time for cooking. I prefer eating in the cafeteria. In case I need something to cook in the evening, I buy the products that can be quickly cooked.

What you opinion about a pleasure-oriented approach to consumption?

Well, I believe the products should be both pleasure-oriented and practical and, therefore, the most part of product I used to buying are predominantly attached to the practical principle.

You mean you think first about its practical application?

Yes, that’s right.

Ok, what do you think this notion implies?

I think it means that you can get the most at a reasonable price. I also rely on my experience and my friends’ advice while buying products.

While buying a product, what goals are you pursuing?

I should make sure that this product would be useful for me.

What do you think about while buying a particular product?

Well, I think about the things can bring some usefulness for me. I am also concerned about product quality. In the majority of case, I rely on brands.

So, you pay attention to the trend mark while choosing a product?

Yes, especially when this is first time I need to buy a product.

Should products be pleasure-oriented?

Well, it depends on the situation.

Which one would you choose – an ice cream or oranges for the dessert?

Once again, it depends on the situation. I do not think that I would buy oranges if I went out with friends, but I would definitely buy oranges for breakfast.

What are the major criteria for choosing a common product?

Like I have said before – practicability and quality.

What made you buy a specific product?

I suppose my personal needs are often associated with both pleasure fulfillment and physical wants.

How do you know that the product you have chosen fits your expectations?

I rely on personal experience, I know that I previously used this product and it fit my expectation. So, I can definitely buy it.

Do you think products should be bought to satisfy practical needs or reach personal pleasure fulfillment?

Once again, it depends. I think there are different categories of products serving to satisfy hedonic and utilitarian needs.

When do you buy chocolate, which criteria do you follow to choose a specific kind of chocolate?

There are several requirements. These are personal experience, brand, and taste characteristics.

Are there products that you dislike, but you used to like it earlier?

Yes, it’s cereal.

Why do you dislike the product?

May be because I do not like the taste of cereals anymore. I used to have cereal for breakfast, but later I realized that I could eat one and the same, even though I liked it very much.

Can you easily substitute one product by another?

I think so.

If you do not have a possibility to buy the product you want, what would you do?

I will try to find the alternatives.

What do you expect from the product you have just bought?

I expect the product to be healthy and tasty.

Does the brand of the product make difference to you? Why?

Yes, it does because it often identifies the product with quality.

Do you have a specific ritual of selecting products?

Well, I would rather call it a process than a ritual because it is simple. I approach the display, look at the product I want, analyze the ingredients, and define whether this product is useful for me.

Are specific products or services associated with your family traditions or occupation?

Yes, each weekend I have dinner with my family. The most popular dish is spaghetti with cheese and tomatoes.

Do you ask for advice while buying specific products, or using particular services?

Yes, I do so, especially when I need to buy cheese for the family dinner.