Customer Wants and Needs - Northeastern University

Customer Wants and Needs - Northeastern University

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
Need Esteem

Want Big Mac
Want -- BMW

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