Furthermore, because it is an online store, Amazon has access to many products that can fix consumer needs. What makes Amazon so great is that it is easy to access 24/7. Whenever a consumer cannot find a product in store, or of they simply do not have time to physically go to a store, they turn to online shopping. Amazon provides thousands of products readily available to everyday consumers at their fingertips. With the online world growing, one of the companies with the biggest presence online is Amazon. Every day there are thousands, even millions, of people that need to buy products and sometimes consumers are not able to visit a store to buy what they need. Utilitarian Value is anything that can bring gratification because of its usefulness and because it solves a problem while accomplishing a need. Once a relationship is founded it then becomes easy for your brand to become top of mind when the consumer is in a situation where your service is needed. Establishing a good long term benefit can be of great use to utilitarian based companies. When marketing to consumers in this category it is important to put an emphasis on the needs or issues you could solve to bring awareness to the consumers mind. It becomes easy for a consumer to then associate their good experience with your company time and time again establishing a history between company and consumer. The utilitarian need once discovered and met is also then fully satisfied. America’s Tire Company serves as a means to solve the consumer’s problem. If the problem arises that a consumer has malfunctions with, for example, their tires they will rationally think of a service to meet their needs. Because gas is an asset that helps to solve the problem (and task) of having to travel far by car, it can be viewed by consumers under the utilitarian value.īeing as Utilitarian Value has an end goal of accomplishing a task in a rational way, a company that serves utilitarian value is America’s Tire Company. The product is a practical merchandise that is consistently in demand by consumers. People in California, and generally in the U.S., require gas to move from one destination to another. Unlike a hedonic value, which can be broadly summarized as a want, a utilitarian value is a need that helps a consumer solve or accomplish a task. A utilitarian value provides solution and/or accomplishment to a consumer the general purpose of gas is to help a consumer achieve the task of driving to their destination. The lesser pricing of gas at Costco draws many consumers to the warehouse and always result in extremely long lines, which people view that the wait for gas is worth the opportunity cost of time spent waiting. Costco’s gas is a product that shows an example of the utilitarian value. Utilitarian ValueĬostco Wholesale Corporation is the American membership-only warehouse club that provides wide selection of merchandise and also offer gas price that is usually lower than other stations. Hedonic Value is value derived from immediate gratification that comes from some activity. While on the purchasing decision theme, there are sub-themes in the form of convenience when buying, information from friends and family and product attributes as needed.Utilitarian value is gratification derived because something helps a consumer solve a problem or accomplish some task. The utilitarian value theme has sub-themes in the form of time efficiency, affordable prices, practicality, and strategic location. The hedonic value theme has sub-themes in the form of fun, curiosity, entertainment, a variety of product flavors, hygienic factors, creativity, and innovation, as well as attracting attention. At this qualitative stage, the themes and sub-themes of the research were obtained. This study uses respondents who have made purchase transactions at the food truck business in Jambi City. The growth of the Food Truck business shows significant growth due to the increasing behavior of people's consumption of food and beverages offered by the Food Truck media. One of the developments in the way food and beverage is served is selling via trucks or “mobile restaurants”, better known as Food trucks. The culinary industry grows and develops because of the phenomenon of the growth and development of the street food business. Hedonic value, utilitarian value, purchasing decision, Food Truck business Abstract
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