DECA Retail Merchandising Practice Exam

What can need recognition be considered in terms of shopping type?

1. Only hedonic

2. Only utilitarian

3. Both hedonic and utilitarian

4. Neither hedonic nor utilitarian

The correct answer is: Both hedonic and utilitarian

Need recognition can indeed be considered both hedonic and utilitarian in terms of shopping type. This is because need recognition is the stage in the consumer decision-making process where an individual identifies a gap between their current state and their desired state, which drives them to seek out products or services. In the context of utilitarian shopping, need recognition often arises from practical requirements or necessities. For example, if someone realizes they need a new pair of shoes because their current pair is worn out, that recognition is utilitarian—focused on fulfilling a specific need for functionality and practicality. Conversely, consumer decisions can also be influenced by hedonic needs, which relate to pleasure, enjoyment, or emotional fulfillment. A person may recognize a need for a luxury item, like a new gadget or a stylish outfit, not out of necessity but to fulfill a desire for self-expression or indulgence. In this instance, the recognition of the need is tied to the pursuit of pleasure and personal satisfaction. Understanding that need recognition encompasses both utilitarian and hedonic aspects underscores the complexity of consumer behavior and the various motivations driving purchases. By recognizing that both types of needs can trigger shopping behavior, retailers can better tailor their marketing strategies to address the full spectrum of consumer desires.