Can you easily substitute one product by another?.Are there products that you dislike, but you used to like it?.When buying chocolate, which criteria do you follow to choose a specific kind of chocolate?.Do you think products should be bought to satisfy practical needs or reach personal pleasure fulfillment?.How do you know that the product you have chosen fits your expectations?.What products and services do your prefer buying for daily use and why?Įvaluating the importance of symbolic meaning as subjective characteristic of products and services.What are the major criteria for choosing a common product?.Which one would you choose – an ice cream or oranges for the dessert?.Do you pay attention to the trend mark while choosing a product?.What do you think about while buying a particular product?.While buying a product, what goals are you pursuing?.The Body Part of the Interview Understanding the connection the role of hedonic and utilitarian dimensions of consumption: What you opinion about a pleasure-oriented approach to consumption?.To begin with, could you tell me a bit about yourself? I am specifically interested in your habits, lifestyle, and product preferences.The Introductory Part of Semi-Structured Interview Guideline The Opening Part In addition, cognitive responses with regard to environmental input variables will also be analyzed to highlight the perspectives of hedonic consumption. It also explores the elements of symbolic meaning in contrast to behavioral patterns of consumption and attitudinal elements defining the product demand. My research is dedicated to defining the major utilitarian and hedonic components that guide the participants while buying a specific product.Explaining the structure and subsequent steps of the interview.Providing opportunities for the interviewees to ask any questions associated with the research.Introducing general information about the participants, checking the information sheets.

Set the participants’ consent forms and information sheets.Define the places of buying products in case the location is unknown.Checking the functionality of test recorder.Placing recorder and test questions and checking that all tapes are labeled.Developing a Semi-Structured Interview Guide Pre-cession Stage

Hedonic criteria