Although functionality and overall usage are reasons why we buy goods, we also buy goods for the positive emotions they evoke in us. This paper will explore how two companies utilize their websites to appeal to buyers seeking utilitarian products and hedonic needs products. It will explain how each product fits into its respective category and evaluate the effectiveness of their websites in influencing shoppers’ attitudes.
The text examines LG and Axe as examples of companies that cater to utilitarian and hedonic needs. Specifically, LG’s televisions are utilized to meet utilitarian needs, while Axe’s shower gel is an example of a product that fulfills hedonic needs. For utilitarian needs, the focus is on objective and tangible attributes of products. LG’s 84” Ultra High Definition 3D TV exemplifies this by offering features such as Ultra HD 4K Resolution, LED Plus, TruMotion 240Hz, and Intelligent Sensor (LG.com, 2012). These features enhance functionality and cater to consumers’ desire for high-quality sound and picture. In contrast, hedonic needs products aim to satisfy our need for excitement, self-confidence, or fantasy (Solomon pg 132). Although Axe’s shower gel can also be seen as a utilitarian product, it is marketed as a product that fulfills hedonic needs.
Since its establishment, Axe has always marketed its products based on the idea that men smelling good will attract women. This approach removes the practicality aspect of the product. By using Axe’s shower gel, the “Axe Effect” occurs, where your newly enhanced male scent is released into the air and quickly reaches nearby females (Axe, 2012). When exploring the LG website, it conveys a technical vibe. There are no irrelevant popups, videos, or additional content that would divert consumers’ attention. The website appears to prioritize offering comprehensive information about its products.
LG understands the importance of providing its consumers with information and excels at doing so. The company effectively highlights each attribute of its televisions and provides in-depth explanations, which is highly appealing to consumers who are looking for high-quality TV sets. By visiting LG’s website, consumers can gain a better understanding of high definition televisions and make more informed comparisons with other manufacturers. Axe also successfully integrates hedonic needs into its website, www. theaxeeffect. com.
On the homepage, Axe (2012) prominently displays “Take Action. Get Action,” a slogan that may appeal to confidence-seeking men. When users explore the website, they can watch Axe commercials that consistently focus on attracting women. The goal of the site is to persuade men to buy the products in order to have a scent that women desire. Ultimately, the website may influence men’s shopping habits when it comes to evaluating and purchasing hygiene products. After visiting Axe’s site, the scent of a product might become the primary factor influencing the decision to purchase a body wash.
The website takes into consideration the potential appeal of the product to attract women. It caters to fantasies, stimulates the mind, and delivers excitement.
Works Cited
Axe. (2012). Retrieved December 1, 2012, from http://www. theaxeeffect. com/#/axe-campaigns/showerpooling
LG. (2012). Retrieved December 1, 2012, from http://www. lg. com/us/tvs/lg-84LM9600-led-tv
Solomon, Michael R. (2011). Consumer Behavior: Buying, Having, and Being. Saint Joseph’s University, Prentice Hall
