Utilitarian products and hedonic products can be similar products. When consumers purchase various products, some will look for a product that gives them more product for the money spent. Others, however, purchase items based on the brand or the pleasure the product will provide them. The difference between the two products is the need that the consumer seeks to satisfy with their purchase. An example of a product that could be compared is cars. When a consumer is interested in purchasing a new or used car, they will look for vehicles that come with certain features. For example, when I was looking for a car, I was interested in an automatic transmission, a smaller engine (four cylinder), power windows, power locks, and I was a sedan (four doors). I found a vehicle that met all my needs, that satisfied both utilitarian and hedonic needs. The smaller engine satisfied a utilitarian need because the engine would be more efficient, which would increase the vehicle's fuel consumption. The “comfort” features of an automatic transmission, power windows, locks and four doors satisfied hedonistic needs. Utilitarian and hedonic needs are not always found within a single product. Some consumers purchase a product because it satisfies a hedonic need, others satisfy a utilitarian need. A consumer might choose to purchase a product based on the product brand, such as Coach (when purchasing accessories), rather than Route 66 (a store brand product). The two products will both satisfy the need of the accessory, the branded product will probably provide the consumer with a satisfied or happy feeling when they witness the item. A utilitarian for...... an average paper consumer...... who is satisfied in different ways. An automobile could satisfy both utilitarian and hedonic needs by including cost-effective and unnecessary, but satisfying features. Works CitedSears Brands, LLC (2014). Craftsman | America's Most Trusted Tool Brand | Best Selling Lawn & Garden Brand | Garage and storage. Retrieved April 6, 2014, from http://www.craftsman.comSears Brands, LLC (2014). Artisan. Retrieved April 6, 2014, from http://www.craftsman.com/shc/s/dap_10155_12602_DAP_kicking-grass?adcell=Cm_hero_cta1Solomon, M. R. (2012). Consumer Behavior: Buying, Having, and Being (10th ed.). Upper Saddle River, NJ: Prentice Hall.Stillwater Designs (2014). Home | KICKER connected. Retrieved April 6, 2014, from http://hookedup.kicker.com/Stillwater Designs (2014). Living out loud | SOCCER. Retrieved April 6, 2014, from http://www.kicker.com