Types of needs and their impact on consumer activity
As long as we want something, we are motivated to take action to get what we want. The strength of our desires is a sign of high vitality. Our needs tell us how and to what extent we are included in society and how we evaluate ourselves. Who better than me to know my needs, desires and dreams? It turns out that there are those in the world who can know my desires even better than myself. These are experienced marketers, designers, event organizers. And, of course, talented sellers.
This is especially noticeable on the eve of holidays – Christmas, New Year, Valentine’s Day, when we leave the shops with a bunch of stuff that, in general, we were not going to buy. And on ordinary days, we purchase goods and services that were not originally included in our plans. And most often these are not random decisions, but agreement with a well-reasoned proposal.
From the point of view of marketing, needs are divided into two (rational and emotional) or three (functional, emotional and economic) groups:
• Functional – these are the primary needs that meet the basic human instincts: life support, safety, comfort;
• Rational (or economic) needs are divided into perceived psychological (internal) and social (external) needs;
• Emotional needs are associated with a person’s desire for self-expression.
Various goods and services can serve to meet these needs. For example:
• Functional needs: food, clothing, treatment;
• Rational needs: education, personal vehicles, information services;
• Emotional needs: beauty industry, art, tourism.
However, even the same product can be served as a means to meet all groups of needs. For example, clothing: protection and comfort, modern materials, fashion.
Thus, in order to form a successful sales strategy and tactics, it is necessary to take into account all types of customer needs, putting them into your trading offer.