The concepts of need, drive, want and demands are important in marketing. They seem to be used in similar terms. However, there are substantial differences among these terms.
Needs are the state of self-deprivation in an individual. The starting point of marketing is human needs. Human needs can be physiological, social, cultural and individual. There are unlimited human needs. All new inventions try to satisfy the human needs. We cannot imagine marketing activities or existence of the market in the absence of human needs.
Wants are desires for specific satisfiers of needs. The needs of the human are unlimited. So, to satisfy unlimited needs a person desire for different products, services and methods. Such desire to satisfy the needs is called wants. Wants depend on the culture, social class, and individual personality. A marketer can influence human wants by providing a variety of need-satisfying objects.
Demands are human wants backed by ability and willingness to buy. The person wants only those goods which provide them maximum satisfaction. Marketers can also influence demand by offering products at different price and quality.
A consumer should be motivated for creating demand. A producer should provide information about the availability of product, use of the product, change in product or service, etc. to the customers for creating demand. The important methods of creating demand are as follows:
The objective of the organization cannot be achieved only through creating the demand for goods and services. If the customers are not satisfied by the goods and services supplied, then they can"t be permanent customers. So, the satisfaction from the goods and services should be more than the price paid.
Customers satisfaction depends on the product's performance and customers expectation. When the specific expected utility of consumer is reduced from the total utility than if the result is positive then it is called satisfaction of customers and if the result is negative then it is called dissatisfaction of customer.
Koirala, Dr. Kundan Dutta.Elementary Marketing.Kathmandu: Buddha Academic Publishers and Distributors Pvt. Ltd, 2014.
Thapa, Gopal, Dipendra K. Neupane and Dilli Raj Mishra.Introduction to Marketing.Kathmandu: Asmita Books Publishers and Distributors (P) Ltd., 2014.
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