Verifying the hedonic vs. utilitarian consumer attitudes categorization: the case of spas and salons

Abstract

The marketing and consumer behavior literature has long used the categorizations of ‘hedonic’ and ‘utilitarian’ to distinguish among various types of goods and services. Previous research has shown that consumers perceive these two categories of goods and services differently and that consumer behavior can vary depending upon which category a product or service falls into. The present study attempts to shed light on consumer perceptions of spa and salon experiences, in an effort to gain an understanding of how women define their visits to these establishments. Our study employs a qualitative methodology, using semi-structured interviews and grounded theory to explicate the ways in which women perceive their spa and salon visits. Our findings indicate that women experience their spa visits as hedonic, while they view their salon visits as utilitarian experiences. Managerial implications are discussed.

Keywords:

• spa
• salon
• hedonic
• utilitarian
• grounded theory