Marketing Consumer Needs and Wants Via Consumer Behavior

Consumer behavior is associated with buying, having and being in the marketplace which dictate the consumers’ rules used by marketers and advertising agencies. Consumers are individuals with varied personality and lifestyles, attitudes and persuasion. Their perception are motivated by learned values, product involvement, and cultural values which dictate the types of products and services that are sault out or avoided. Consumer behavior is the study of individuals, groups, or organizations and the processes they use to select, secure, and dispose of products, services, experiences, or ideas to satisfy needs and the impacts that these processes have on the consumer and society. Culture has a profound effect on consumer behavior and the impact of how a product is marketed along with consumer influence, and social class. Family has a strong impact on consumer behavior which stimulate demands and buying patterns within a society. The context of consumer behavior is simply why and how consumers buy. The many forces that often affect the way consumers purchase a service or product is advanced by means of new technology such as the internet which has allowed companies to get to know consumers on a one-to-one basis. From this avenue a two-way dialog can result from the incentives that are placed on the web page of a company to get feedback from potential customers.

Understanding consumer behavior demands customer satisfaction through direct marketing which involves activities such as: striving for that one-to-one personalized relationship with a customer, understanding pre-existing customer needs and meeting them halfway through a customized, bundled product with value added services in a relevant, and personalized relationship along with understanding customer related database that helps to anticipate future relevant needs of the customer. In order to understand the consumer in today’s marketplace, marketers must understand what influences consumer behavior such as the consumer buyer process, top process, top influencers, and effective advertising that exceeds customer expectations.

Within the reading assignments discussions and personal research, consumer behavior builds a strong foundation on the platform of dialog with customers and learn/recorded interaction while using database interpretation to anticipate future societal needs (Rapp & Collins, 1990). Based on present day marketing concepts, marketers should create products to meet customer needs. There are four basic needs of human beings according to a well-known psychologist who identifies these four basic needs at varying degrees of importance. The physiological and basic needs such as food and water are the first level, the second is security and safety, and the third level is the social, self-esteem and status needs. The fourth level would be the need for personal accomplishment which is the need to achieve one’s full potential, without meeting lower