3.1: Needs, Wants, Desires
Needs are the basic, often essential, requirements for survival and well-being. These are fundamental necessities an individual must have to live a healthy and fulfilling life. In marketing, understanding these needs helps design products or services that fulfill these essential requirements. For example, food, shelter, clothing, and healthcare are primary needs.
Conversely, wants are the goods or services that individuals require beyond their basic needs. These are shaped by a person's culture, society, and individual personality. For instance, while a person needs transportation, the desire for a specific car brand or model represents their wants.
Desires go even further. They are a step beyond wants and often involve emotional connections or aspirations. They're not always essential for survival or daily life, but they hold significant value for an individual. Marketing often plays a role in creating, influencing, or fulfilling desires. For instance, a person may desire a luxury car for transportation and the status and prestige it brings.
Understanding and addressing consumer needs, wants, and desires through effective branding and storytelling is crucial in marketing. Marketers can better position products or services by acknowledging these distinctions, creating more effective strategies and campaigns that resonate deeply with the target audience.
