In Marketing States Of Felt Deprivation Are Referred To As

In Marketing, States of Felt Deprivation Are Referred to as Needs and Wants: Understanding the Consumer Mindset

In the dynamic world of marketing, understanding consumer behavior is paramount. At the heart of this understanding lies the concept of felt deprivation, the feeling of a lack or deficiency. In marketing terminology, these states of felt deprivation are more commonly referred to as needs and wants. While seemingly interchangeable, these terms represent distinct yet intertwined aspects of consumer psychology, driving purchasing decisions and shaping marketing strategies. This article delves deep into the intricacies of needs and wants, exploring their differences, their influence on consumer behavior, and how marketers effectively leverage this knowledge.

The Fundamental Difference Between Needs and Wants

While both needs and wants stem from felt deprivation, they differ significantly in their nature and origin:

Needs: The Biological and Psychological Essentials

Needs are fundamental requirements for survival and well-being. These are inherent, often biologically driven, and essential for maintaining a healthy existence. They can be categorized into:

• Physiological Needs: These are the most basic needs, encompassing necessities like food, water, shelter, sleep, and clothing. Marketing often highlights the ability of products to fulfill these needs, emphasizing factors like nutrition, safety, and comfort. Think of advertisements for nutritious food, durable housing, or warm clothing.

• Safety and Security Needs: Beyond basic survival, humans require a sense of safety and security. This involves protection from physical harm, financial stability, and health security. Insurance companies, security systems, and pharmaceutical companies cater to these needs, marketing their products as solutions for peace of mind.

• Social Needs: Humans are social creatures. The need for belonging, love, and connection drives much of our behavior. Social media platforms, dating apps, and community-building organizations tap into this fundamental need, offering platforms for social interaction and relationship building.

• Esteem Needs: Beyond belonging, individuals strive for self-esteem and recognition from others. This involves achieving personal goals, gaining competence, and receiving respect. Luxury goods, educational opportunities, and career advancement services often appeal to this desire for esteem.

• Self-Actualization Needs: This is the pinnacle of Maslow's Hierarchy of Needs, representing the drive to reach one's full potential and achieve personal fulfillment. Marketing strategies targeting this need focus on personal growth, creativity, and spiritual development. Examples include travel experiences, educational courses focusing on self-improvement, and artistic pursuits.

Wants: The Socially Constructed Desires

Wants, on the other hand, are desires shaped by cultural, social, and individual influences. These are not essential for survival but represent aspirations and preferences that enhance our lives. Wants are often influenced by:

• Culture: Cultural norms and values significantly impact what individuals desire. Fashion trends, preferred foods, and entertainment choices are all shaped by cultural influences.

• Social Status: Wants can be driven by a desire to achieve a certain social status or emulate admired individuals. Luxury cars, designer clothes, and exclusive memberships often appeal to this desire for social prestige.

• Personal Preferences: Individual tastes and preferences also dictate wants. Hobbies, entertainment choices, and personal style preferences are all examples of individual wants.

• Marketing Influence: Marketing itself plays a crucial role in shaping wants. Advertising campaigns, branding strategies, and product placement constantly influence consumer desires and aspirations.

The Interplay of Needs and Wants in Marketing

Marketing strategies successfully bridge the gap between needs and wants, translating felt deprivation into purchasing decisions. This is achieved through:

• Identifying Target Needs: Market research plays a crucial role in pinpointing the needs of a target audience. This includes understanding demographic factors, lifestyle choices, and psychographic profiles.

• Creating Value Propositions: Marketers craft value propositions that address both needs and wants. A product might fulfill a basic need (e.g., a nutritious meal) while simultaneously satisfying a want (e.g., a convenient and delicious meal).

• Building Brand Identity: Brands create a distinct identity that resonates with consumer wants and aspirations. Luxury brands, for example, build an image of exclusivity and prestige, appealing to the need for esteem and the want for social status.

• Emotional Marketing: Effective marketing taps into emotions and desires. By associating products with positive feelings, marketers create a stronger connection with consumers and increase the likelihood of purchase.

• Storytelling: Building compelling narratives around products enhances their appeal. Stories can create an emotional connection, associating products with desirable values and lifestyles.

Examples of Needs and Wants in Marketing Campaigns

Let's examine some real-world examples:

• Car Advertising: A car advertisement might emphasize safety features (addressing the need for security) while also showcasing its sleek design and luxurious interior (appealing to wants related to status and comfort).

• Food and Beverage Marketing: A healthy food product might advertise its nutritional benefits (fulfilling physiological needs) while also highlighting its delicious taste and convenience (appealing to wants related to pleasure and ease of use).

• Technology Marketing: A smartphone advertisement might focus on its functionalities (addressing needs related to communication and information access) while also emphasizing its stylish design and innovative features (appealing to wants related to status and technological advancement).

• Travel and Tourism Marketing: A travel advertisement might appeal to the need for relaxation and escape while also highlighting the unique experiences and cultural attractions offered (appealing to wants related to exploration and personal enrichment).

The Ethical Considerations in Marketing Needs and Wants

While understanding needs and wants is crucial for effective marketing, ethical considerations must be paramount:

• Avoiding Manipulation: Marketing should avoid manipulative tactics that exploit vulnerabilities or create artificial needs. This includes employing fear-mongering, using misleading claims, or targeting vulnerable populations.

• Promoting Responsible Consumption: Marketers have a responsibility to promote responsible consumption patterns, discouraging overconsumption and encouraging sustainable practices.

• Transparency and Honesty: Marketing communications should be transparent and honest, avoiding deception or misleading information.

• Social Responsibility: Companies should consider the broader social impact of their marketing activities, promoting positive social values and avoiding contributions to negative social trends.

Conclusion: Needs, Wants, and the Future of Marketing

Understanding the fundamental difference between needs and wants is critical for effective marketing strategies. By addressing both needs and wants, marketers can create impactful campaigns that resonate with consumers and drive purchasing decisions. However, ethical considerations must guide marketing practices, ensuring that the pursuit of profit does not compromise consumer well-being or social responsibility. As consumer behavior continues to evolve, marketers must adapt their strategies to effectively navigate the complex landscape of needs and wants, fostering a relationship built on trust, transparency, and mutual benefit. The future of marketing lies in its ability to connect authentically with consumers, offering value propositions that genuinely address their needs while simultaneously appealing to their wants in a responsible and ethical manner.