CONSUMER NEED

CONSUMER NEED


It is not always simple. It is difficult to correctly ascertain. A customer says. ‘I want an inexpensive car’ what

is he saying? He wants a car that is not expensive. So he needs a car but not expensive compared to his

income. Needs are

a. Stated need (an inexpensive Car)

b. Real need (wants a car which is lower in maintenance)

c. Unstated need (he wants a strong car)

d. Delighted need (he wants a road map of his country)

e. Secret need (he wants image in that car)

These are the series of his Need. Marketing job is to respond to all his needs. Marketers provide solution in

the shape of responsive marketing, anticipative marketing and creative marketing.