What type of shopping motivation focuses on accomplishing a specific task?

Utilitarian benefits refer to the practical and functional aspects of shopping, where the main focus is on fulfilling a specific task or need. For example, a shopper motivated by utilitarian benefits is concerned with finding and purchasing products that serve a particular purpose, such as groceries for a household or office supplies for work. This type of motivation emphasizes efficiency and effectiveness in the shopping experience, often prioritizing time management and goal attainment over enjoyment or social interactions.

In contrast, hedonic benefits involve shopping for pleasure and enjoyment; social benefits pertain to the experiences derived from interactions with others during shopping; while emotional benefits focus on how shopping might fulfill emotional needs or desires. Each of these motivations highlights different aspects of why consumers shop, but utilitarian benefits specifically zero in on the goal-oriented aspects of the shopping process.