Customer Wants and Needs

1
Customer Wants and Needs

• Need a felt deprivation of some basic
  satisfaction
• e.g. food, clothing, shelter, safety, belonging,
  esteem
• shaped by biology, human social behavior
• Want desires for specific object to satisfy
  deeper needs.
• shaped by culture, knowledge, personality,
  available products and their marketing
• Need Food Want Big Mac
• Need Esteem Want -- BMW