How far the COVID-19 pandemic affects the hedonic and utilitarian aspects of consumer behavior": A case study of Pakistani citizens

Consumer behavior is the behavior of the consumers which can be varied with many factors. The use of utilitarian and hedonic approach has the potential to improve many aspects of the consumer buying intention and its impact with various variables. However, despite its potential benefits, the use of utilitarian and hedonic approach is not without its challenges and limitations, including data privacy and ethical considerations. The aim of this dissertation project is to explore the use of utilitarian and hedonic approach and to evaluate its impact in COVID-19 times and how certain variables such as fear of lockdown, shortage of daily life items, peer buying and impulsive purchase pattern have impacted the consumer behavior. The study adopts a mixed-methods approach, incorporating both a literature review and empirical analysis, to gain a deeper understanding of the benefits and limitations. The empirical analysis evaluates the impact of utilitarian and hedonic approach on consumer behavior using a SPSS analysis. The study also identifies key challenges and limitations using utilitarian and hedonic approach, including the factors such as fear of lockdown, shortage of daily life items, peer buying and impulsive purchase pattern and consumer behavior. This study contributes to the development of a deeper understanding of the role of utilitarian and hedonic approach and its potential to get the information on the relationship for above said variables with consumer behavior. The findings and recommendations of the study will be valuable for organizations, researchers, and practitioners in the field of marketing and business management.