Hedonic and Utilitarian Products for the 21^st Century: Classification of Modern Product Categories

Jin-A Choi, Associate Professor, College of Communication and Media, Montclair State UniversityFollow
Sufyan M. Baksh, Associate Provost and Distinguished Professor, Department of Business Administration, Fisk UniversityFollow
Hyuk Jun Cheong, Associate Professor, Department of Media Communication, Inje UniversityFollow

Abstract

Consumer purchasing behavior varies according to the type of product being considered. Notably, these behavioral differences become more salient depending on whether a product fulfills a utilitarian function or offers hedonic gratification. The present study aims to develop a novel product classification model that categorizes contemporary goods and services based on the extent to which they possess hedonic or utilitarian value. Methodologically, the study employed a two-stage approach. In the first stage, to identify appropriate products for inclusion in the classification model, the researchers conducted focus group interviews, a comprehensive literature review, and an analysis of major retailers’ websites. In the second stage, a survey was administered to a sample of 1,104 adult consumers to refine and validate the product classification model derived from the selected items. Consequently, the study produced two hedonic–utilitarian product grids: one comprising eighty-eight specific product examples, and the other encompassing thirty-five broader product categories.

Recommended Citation

Choi, Jin-A; Baksh, Sufyan M.; and Cheong, Hyuk Jun (2025) "Hedonic and Utilitarian Products for the 21^st Century: Classification of Modern Product Categories," Asia Marketing Journal: Vol. 27 : Iss. 3 , Article 2.
Available at: https://doi.org/10.53728/2765-6500.1660