UNDERSTANDING CONSUMER BEHAVIOUR

Understanding Consumer Behaviour

Understanding Consumer Behaviour

1.Distinguish between needs wants and desires. Do marketers have the power to create any of these?

The three terms; needs, wants, and desires are entirely different. Although they are taken in the same sense, but in reality, there is a huge difference between these terminologies. For instance, wants are something that a person just would like to have. On the other hand, needs are something that are necessary for a person to continue to exist. Lastly it must be said that desires are similar to wants, but they are not always substantial (Kotler et al, 2009).

Throughout the time, it is perceived that the need comes from a deep and essential place that has to do with the evolution and conservation of the species, while that desire has to do with personality (or ego, or character). Too often we confuse the two, as equals, and precisely because of this confusion in many situations we want to lose to the wishes (which are insatiable) assuming that they are most needed. The needs, as identified and covered, give us peace and tranquility of spirit.

The starting point of the discipline of marketing lies in human needs and desires. Therefore, the successful marketer is one who tries to understand the needs and desires of the target market. Now, the needs can be defined as situations in which humans feel the lack or deprivation of something (Joshi and Mohan, 2005). However, desires are needs that are addressed to items or services that might satisfy them.

When needs are, stimulated they become motives that drive human beings to seek their satisfaction, for example, hunger drives people to seek food. However, in most cases, it is possible to meet all needs; hence they are nested Maslow on 5 levels, where the lower level corresponds to the functional needs (food, shelter, and housing) and the upper self-actualization needs. However, for a person to feel motivated to seek satisfaction from a higher level must have satisfied the needs of the level at which it is located. The Maslow's Hierarchy of Needs is an interesting tool that helps marketers targeting to identify your target market.

In what is the understanding of the needs, take into account the issue of "preferences," because people choose to the needs that will satisfy, and this is a point where marketers can influence through various marketing activities.

Moreover, it should consider that not all people look the same to meet their needs, that is, to be a burger for those looking to satisfy their hunger, others seek a vegetarian meal, others, a good plate of pasta, etc. all of which is known as desires (the desire for specific needs). In addition, this is another point where marketers can influence to obtain favorable responses (such as buying your product or service).

Finally, it is important that the marketer not confuse needs with desires. For example, the need for food leads to the desire to eat a hamburger, the need for water leads to craving ...