“The specific way a need is satisfied depends on the individual’s unique history, learning experiences and his or her cultural environment” (Solomon et al, 2006 pg. 94).
(a) Critically discuss this statement in relation to your understanding of the differences between wants and needs, usin...
“The specific way a need is satisfied depends on the individual’s unique history, learning
experiences and his or her cultural environment” (Solomon et al, 2006 pg. 94).
(a) Critically discuss this statement in relation to your understanding of the differences
between wants and needs, using examples from class and your own further reading. (70
Marks)
Levvitt (1986) claimed that the function of a company is to generate and keep customers. He
believed that there can be no corporate strategy that is not in some essential way a marketing
strategy because the aim of the company is to sell goods or services that consumers are prepared to
buy. For that reason, a business will focus its efforts on its customers and their expectations, if it is
fundamentally market-oriented. These actions come specifically from a customers’ needs and
wants.
Motivation is the process that causes individuals to act the way they do. Motives
are either Rational or Emotional. When the choice for consumer motivations are
not influenced by a person’s feelings and selecting goals is made based on
objective criteria, they are identified as rational motivations. On the other hand,
when consumer motives are subjective and the selection of goals is made based
on personal and subjective criteria the motives are emotional.
Consumer motivations are at the root of customer behaviour. If a customer is presented with a need
or want situation, it creates an immediate desire inside the customer to respond and satisfy the
need or want through the decision-making process. The consumer is driven to look for information,
both internally through their memories or externally from commercial, non-commercial and public
sources or self-experience. The ability to obtain awareness and information about the product or
service enhances with the extent of importance or participation.
A need is a conscious awareness of deprivation in a person, which is essential for a consumer to
experience satisfaction. It is what a person must have to thrive, that person will suffer either
physically or mentally without it. There are the physical needs and the subjective needs. Physical
needs can be fulfilled through tangible objects. Examples of these include clothing, warmth and
food. On the other hand, needs that are seen to ensure our mental wellbeing are known as
subjective needs. Examples of these are confidence, approval and a sense of security.
There are four different types of needs, biogenic, psychogenic, utilitarian and hedonic.
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