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Does consumer reflects what they needs? 

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Does consumer reflects what they needs? 

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Marketing shapes consumer needs, besides reflecting them.
From the definition of marketing, it is clear that Marketing is basically a process or activity which involves identifying the consumer needs and meeting them. Basically the marketers communicate with the consumers, take feedback, analyze the results and target the intended audience to market their products by delivering the value to the customers. In this way, Marketing reflects the need of consumers. However, it also shapes their needs through several marketing and advertising principles. Before producing any kind of product, companies research the customer’s tastes and preferences. They may vary depending on the geographical location, cultural preferences, and gender and age group differences as well. In this way marketing reflects the consumer’s needs.

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Needs can be a basic physical need critical to our survival, such as food, drink, shelter, and sleep. People also have social and emotional needs that are critical to one’s happiness and mental health, such as belonging, security, esteem, love, and self-fulfillment. Needs are what motivates the behavior of people to make a decision to find a solution, which in many cases is “consumption behavior”. Having needs fulfilled do not come from marketers or social forces; they come from the basic biological and psychological aspects of human existence.

Similar to customers, businesses also have needs that must be satisfied to assure survival and well-being. The driving force behind the needs of an organization is determined by the strategic objectives and the resources required to achieve the objectives, such as capital, equipment, inventory, supplies, or services.

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A consumer’s wants usually reflect the desired preferences for specific ways of satisfying a need. Thus, people usually want particular products, brands, or services that satisfy their needs in a specific way. A person is thirsty but wants something sweet, so perhaps they choose a Coke. Someone may need a new car, but they want a pickup truck because they live on a farm (a truck will best fit their needs) but they want Ford because “they’re tough” or perceived a dependable. When considering a B2B organization, a company may need office space, but they want an office with a prestigious address in midtown Manhattan.

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Usually, needs are relatively few, but wants are shaped by social influences (celebrity or influencer endorsements), past history (recalls or awesome charitable work), and consumption behavior (the product or service is practical, functional, and effectively solves a problem). It’s important to remember that different people have different wants to satisfy the same need. Everyone needs to keep warm on a cold winter night, but some people want to use a down comforter while some people want to crank up the heat, and others may even want to use an electric blanket.

These differences between the customer’s wants and needs help to shed light on whether or not marketing campaigns and advertising can actually meet people’s wants and needs. Neither a marketing agency nor any other social force can create the physical and emotional aspects of being human. However, marketing and social forces can influence and customer’s wants and needs. A major role of a marketing agency is to help develop and promote products or services by simulating a customer’s specific want for a specific brand that helps them better satisfy one or more of their needs.