Although need concept is not a new concept and maybe has a record as long as human life, but it has been introduced in marketing on early 60s for the first time. Theodore
Levitt published an article under the title of “Marketing myopia” in 1960, argued that the product which meets customer needs will be more successful. Marketing Myopia suggested that businesses will do better in the end if they concentrate on meeting customers’ needs rather than on product (Levitt, 1960).
Since then, the concept of need became one of the key concepts of marketing. Some philosophers have denied “need” because they believe it has contradictory with human independency. They argue accepting the existence of need implies human being for achieving perfection is
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We answer a human being doesn’t have just physiological needs.
Rather have psychological needs. What make some product or brands successful in the market is psychological needs not merely physiological ones.
Herein, what we mean by physiological needs differs from economic theories. We considered customer physiological need as what referred to functional role of product.
In economic literature physiological needs interpreted as food, clothing and shelter. But in this article, our purpose is what a product serves primarily. For instance, the physiological role of a car is transportation. We know transportation as physiological need of a customer that a car can satisfy it. Levitt concentrated on this level of customer need. But with increasing competition, entering new brands and rivals to the market, and innovation, psychological needs became more important. In fact, the core product of different brand was relatively same so what make the brands different referred to factors that related to psychological needs. In this paper, we are going to show that there are two paradigms in customer need which have shifted from physiological
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(Abratt, 1989; Albert, S, Whetten, 1985;
Balmer, 1998; Bernstein, 1984; Gioia, D. A., Schultz, M. and Corley, 2000; Hatch, M.
J. , Schultz, 1997)
The researches about identity image and reputation in marketing and management have considered the marketing from company view not customer. So need concept has not been highlighted in these researches. But from the customer side has an important meaning which related to his needs: security. Have a good record and history as identity, image and reputation implies trust for the customer. Individuals need to be sure that what they buy, endure as they expect and afraid of being cheated. The most convenient way to achieve it, is to buy a product that have a distinct identity and good image and reputation in the market.
1.1.3 Psychological paradigm
1.1.3.1 Individual view
In individual view, psychological factors are engaged to satisfy customer needs but this is an inner process. It means need satisfaction takes place internally. The criteria for assessing a brand and assessment of need satisfaction are psychological and subjective.
In 1985, personality theory has been entered into the business atmosphere. Brand personality has evolved based on personality theory in psychology. Personality
Through the psychographic segment, TD Corporation is tapping into the emotions of the consumers by
Nestle Marion in her essay “The Supermarket: Prime Real Estate,” she develops a theory about how a supermarket itself is a strategic mastermind that uses psychological tactics to make people buy certain products. Certain products appeal to certain aspects to a human; this includes packaging, advertising, and placement within the supermarket. In order to develop such a plan, food corporations hire scientist that study human emotions to determine which products appeal most to their wants. Marion’s conclusion about supermarkets and their overall business strategies seem hard to believe but are easily accepted. Her detailed findings of the matter require more analysis to see if they produce any merit.
Cooperation is the entity that promotes consumer consumption. Technology and what we see in movies and on television shows what we supposedly want in life. The symbolism and value of consumer products are what shows one’s status. People judge and are judged by the material items they possess. The sad reality is that people live their life working for desired commodities rather than enjoying it by enjoying their time more.
Miller argues that advertisements have a manipulative nature where they make viewers feel that by purchasing a product, they will have immediate gratification and feel extremely powerful and “indestructible”. In Miller’s lesson five: “You’re Ugly”, he uses a specific example
The utility of this philosophy is clear only demand exceeds offer. Its greatest draw back is that it 's not forever necessary that the client on every occasion purchases the cheap and simply on the market product or services. 2. Product
Essay The “competitiveness secret” Why the companies change the packaging to sell the same product? Why similar products, but with different brands are perceived as different? If the consumer perceives a product as different from the others, the company that sells this product, has a competitive advantage from the other companies. And if a company sells a particular product, it will increase its profits.
We, as people like to believe that we re reasonable, rational and think on our own. Thus, we believe that we have a good enough reason for our choices. However, we often buy products because of a strange compulsion, the power of consumerism; when people tend to identify strongly with the products they consume, particularly of brand names and status-enhancing appeal. “Commodities that promise to grant status to anyone who consumes them”(Selling down Pg 89). The use of bandwagon and a little ethos is used to help promote the justification of buying the product.
(theinsuranceadvice) Within the marketing system, consumer preference is an interesting topic because the consumer’s wants/needs are what drives the market of supply and demand to increase on a macro scale. For example, the great Smartphone battle between Samsung and Apple. Many customers prefer Apple for it’s user friendly components which are very simple in comparison to Samsung’s confusing and unorganized home layout screens and internal system. Apple offers much better customer service and in-store experiences, which are the primary reasons why Apple is much more successful than Samsung.
Toms shoes are made from environment-friendly materials like natural and organic vegan substance, including the packaging that is made from 80% recycled waste. Going further on the path of social corporate responsibility, the company can broaden the range of their products and services and explore additional sustainable materials to create their products. Internal Environmental Factors: Strengths 1. Mega Brands Inc. sells a wide range of products like puzzles, building blocks, construction sets, and activity craft-based games. Due to the variation in type of the products they sell, consumers have more options to choose from.
(Jacoby, 1971; Jarvis & Wilcox, 1976). Dick and Basu (1994) propose that customer will be loyalty to the brand is the result of psychological processes and has behavioral manifestations. Therefore it should incorporate both attitudinal and behavioral. Satisfaction is recognized as an important element for loyalty in both the consumers and business marketing. Satisfaction with previous purchase experiences plays an important role in determining the future purchase behaviors particularly call as an effort-minimization strategy (Jones and Suh, 2000: Pritchard et al, 1999).
Advertising plays an important role in creating false needs, for example, instance of when the capitalist advertises to buy this perfume and you will smell like Rihanna. The persuasion by the advertisement and images gives a false reality that is the social control. Social change then cannot be
The Apple brand personality glamourizes this idea of lifestyle, imagination, freedom, innovation, passion, hopes, dreams and ambitions, and power-to-the-people through the technology in its products and it hugely does this in its visual advertisements that sometimes even exaggerate the amazing experience of using technology and gaining a sense of happiness. The Apple brand personality is also about simplicity and the removal of complexity from people 's lives, people-driven product design, and about being a really humanistic company with a heartfelt connection with its customers. The Apple brand is not just intimate with its customers, it 's loved, and there is a real sense of community among users of its main product
Other reviews by (De Chernatony and Mc William 1990; Caldwell and Freire, 2004; De Chernatony, 2010) suggest brand definitions based on emotional and rational factors, indeed most definitions embrace this approach in some ways (Hart and Murphy, 1998). A brand is multidimensional constructs whereby managers augment products or services with values and this facilitates the process by which consumers confidently recognise and appreciate these values (De Chanatony et al
Market are segmented in order to make it easier for businesses to target these segments according to the features and habits they exhibit. These segments must be definable, specific, profitable, and is has room to grow. The following outlines the segmentation for the market of Mercedes Benz broken down into demographic, behavioral and psychographic segmentation. Demographic Segmentation: Markets can be segmented by geography where the business would market its offering towards individuals living in a certain area.
Thus, health professionals need to understand patient needs and react in accordance (Hills & Kitchen, 2007; Hills & Kitchen, 2007b). Johnson (1996) attempted to compare Maslow’s hierarchy of needs and the normative model (Theory of caregiver motivation or hierarchy of patient outcomes encompasses classification systems for healthcare outcomes proposed by Brook et al., (1977), Donabedian (1982) and Lohr (1988)) to understand what optimizes patient satisfaction and quality of health care. According to the normative model, patient outcomes from health service are classified into four outcome groups, disease eradication, patient performance, general health and patient satisfaction in ascending order of hierarchy. Johnson proposed as the most basic need physiological needs of Maslow’s Hierarchy of Human Needs is parallel to disease eradication outcome in health service; safety needs of Maslow’s hierarchy to patient performance outcome, esteem and love needs of Maslow’s hierarchy to general health outcome and self-actualization needs of Maslow’s hierarchy to patient satisfaction outcome, respectively. As this synthesis of two theories, Johnson proposed that as Maslow’s human needs hierarchy – once