It is not about obtaining the physical objective or completing the mission.ġ.
The reason that hedonic consumers love to shop is because they enjoy the shopping process. Hedonic motivation refers to purchasing a product for emotional, fun and experiential benefits, such as dining for fun, enjoyment, entertainment, or novelty or shopping for experiencing fun, amusement, fantasy, and sensory stimulation. Many recent research suggest that just the functional attribute no longer can exclusively drive online sales. Utilitarian motivation refers to purchasing a product for functional, economic benefits, Utilitarian feature includes the two main element of Marketing P i.e Product and Pricing.Īs the ecommerce buyers has become more mature and increase in competition, the hedonic attributes play a key role in eCommerce sales. In high level the customer motivation or prospective is categorized into utilitarian and Hedonic. What is the primary motivation for the customer to go for ecommerce? What are the key driving factor for ecommerce sales?
Hedonic need drivers#
Even in the Covid times the sales is driven utilitarian need, as the offline retail was complete shut down eCommerce was the only channel, but ecommerce sales started declining as the retail started reopening or completely reopened.ĭon’t you think if we can maintain the sales growth if we can unwrap the key drivers of eCommerce sales, When the eCommerce started it was meant to solve the utilitarian need, where the customer were shown the product of they need, having all the product details and payment method. We need to understand the subtle aspect of customer behavior so that we can take the take the required action on ecommerce site and campaign management
Hedonic need how to#
How to maintain the ecommerce sales growth rate? This is case of entire retail industry worldwide, undoubtedly opportunity has increased but at the same time competition has also increased multifold. retail sales, up from $601.65 billion, or about 11% of total retail sales, since 2019. e-commerce sales will hit a projected $709.78 billion in 2020, or about 14.5% of total U.S. Most, if not all, brick and mortar stores have taken their businesses online to survive the pandemic. and Canadian orders as of April 21st, with an impressive 146% growth in all online retail orders.
Traditional retail sales have declined but e-commerce has seen a 129% year-over-year growth in U.S. The COVID pandemic has shifted e-commerce in 2020, maybe more than any other time in history.
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