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Understanding Consumer Needs

1) Large companies extensively research consumer needs, wants, and behaviors through detailed studies to better understand customers. 2) Marketers view understanding consumer demand as the cornerstone of effective marketing. Companies amass mountains of data on everything from product preferences to daily habits. 3) While companies have answers to many questions about consumer demand, influencing demand requires understanding the underlying causes and motivations behind people's purchasing decisions, which is more difficult to determine.

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Omar.mohammed
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48 views

Understanding Consumer Needs

1) Large companies extensively research consumer needs, wants, and behaviors through detailed studies to better understand customers. 2) Marketers view understanding consumer demand as the cornerstone of effective marketing. Companies amass mountains of data on everything from product preferences to daily habits. 3) While companies have answers to many questions about consumer demand, influencing demand requires understanding the underlying causes and motivations behind people's purchasing decisions, which is more difficult to determine.

Uploaded by

Omar.mohammed
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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U

Und
dersttand
dingg Coonsu
umerr
Neeeds & Wan
W nts
No one knows better thann Mom, righht? But doees she know w the numbber of ice cuubes
youu put in a glass?
g Cocaa-Cola knows that onne, or how about whicch pretzels you
usuaally eat firrst, the brooken ones or
o the whoole ones? Try T asking Frito-Lay. Big
com
mpanies kno ow the whaats, wheress, hows, annd whens of o their connsumers’ neeeds,
wannts, and dem mands. Theyy figure ouut all sorts of
o things ab bout us thatt we don’t even
e
knoow ourselves. To markeeters, this issn’t trivial pursuit
p – knnowing all about
a custommers
needds is the coornerstone of
o effective marketing. Most comp panies reseaarch us in detail
d
and amass mou untains of faacts.

Coke knoows that we put 3.2 icee cubes in a glass, see around
a 70 of
o its
commerciaals every year,
y and prefer canss to pop out o of vennding
machines at a tempeerature of 35 3 degrees.. One milliion of us drink
d
Coke withh breakfast every day.. Each new w day bringss piles of ffresh
research reeports detaiiling our buuying habitss and preferrences. Did you
know thatt 38% of Americans
A w
would ratherr have a tooth pulled than
take their car
c to a deaalership for repairs? Wee each spennd $20 a yeaar on
flowers; 51%
5 of all males put their left pants
p leg on
n first, wheereas
65% of woomen start with
w the righht leg.

Notthing aboutt our behaavior is saacred. Proccter & Gaamble oncee


conducted a stuudy to find out whetheer most of us u fold or crumple
c ourr
toileet paper; annother studyy showed thhat 68% of consumers prefer theirr
toileet paper too unwind over
o the spool rather than underr. Kimberlyy
Clarrk, which makes
m Kleeenex, has caalculated thhat the averrage personn
blowws his or heer nose 256 times a yeaar.

Hoover
H hookked up tim
mers and othher equipmeent to vacuuum cleanerrs in
peeople’s hommes and learrned that we
w spend about 35 min nutes each week
w
vaacuuming, sucking
s up about 8 poounds of duust each yeear and usinng 6
baags to do so.
s Pharmacceutical com mpanies know that alll of us togeether
taake 52 million aspirins and 30 million
m sleeeping pills a year. In fact,
allmost everything we swwallow is cllosely moniitored, eachh step we takke is
ob bserved, annd almost all our beehaviors aree carefullyy observed and
annalyzed by someone.
s

Thuus, most bigg marketing companies have answers to an am mazing varieety of questtions
abouut their connsumer dem mand. Seemmingly triviial facts ad
dd up quick kly and proovide
impportant inpuut for desiggning markeeting strateggies. Howeever, to inflluence dem
mand,
marrketers needd the answer to one more
m questiion: Beyonnd knowing the whats and
wheerefores of demand, thhey need to o know the whys – what w causes us to wantt the
thinngs we buy?? That’s a much
m harder question too answer.

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