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A need is a consumer’s desire for a product’s or service’s specific
benefit, whether that be functional or emotional. The emotional
benefit tends to be a stronger driver for consumers, as functional
benefits can be easily copied by competitors. On the other hand, a
consumer want is the desire for products or services that are not
necessary, but which consumers wish for. For example, food is
considered a consumer need. However, a steak dinner or dessert is
considered a consumer want, as these things are not necessary in
order to live.
Customer Decision Process
There is a five step process that consumers can go through in
making a purchase decision. These steps include:
1. Need recognition
2. Information search
3. Evaluation of Alternatives
4. Purchase
5. Post-purchase
The customer decision process begins with need identification.
Whether we act to resolve a particular problem depends upon two
factors: the magnitude of the discrepancy between what we have
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