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

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.