A consumer in a supermarket pushes her shopping trolley along the aisles, quickl

Question

A consumer in a supermarket pushes her shopping trolley along the aisles, quickly filling it with groceries and staples from the many products available on the shelves.

Please discuss/respond to the following. Make sure to provide evidence for your answers.

1.    Which need among Maslow’s hierarchy of needs does a consumer address when he/she shops for groceries and staples in a supermarket? Would the consumer’s actions be a result of utilitarian motivation or hedonic motivation or both? Explain the reasons for your choice..

2.    Identify the different types of consumer involvement (product involvement, shopping involvement, situational involvement, enduring involvement, and/or emotional involvement) associated when a customer shops for groceries in a supermarket. Apart from the above customer involvements, what type of involvement would a customer be associated with if he/she needs to buy a refrigerator or dishwasher?

3. Provide an example of the emotions you experience when you shop for a particular products, and how these emotions help shape value.

Explanation / Answer

When consumers shop for groceries and staples in a supermarket, they are addressing their physiological needs. Physiological needs are the requirements we all need individually for human survival and include the for sleep, food, air, and reproduction. Groceries and staples from the supermarket are meant to fulfill the need for food. In my view, a consumer’s actions cam be a a result of both, utilitarian motivation and hedonic motivation. Purchase of food products obviously has utilitarian as it is meant to eliminate hunger and maintain good health. At the same time, it also has an hedonic aspect as consumers often shop for items simply for the pleasure experienced or anticipated from it.
Please post the other questions separately as we are supposed to answer just one question or four sub parts of the same question.

Related Questions

Navigate

• Browse (All)
• Browse A
• Subjects

Integrity-first tutoring: explanations and feedback only — we do not complete graded work. Learn more.