Choosing Between Wants and Needs
... Between Wants and Needs
Consumer decision making is influenced by diverse social factors. It is also rooted in a person’s character and value system. Hence, it is imperative for marketers to understand the way consumers resolve the conflict between their needs and wants. For instance, ordinary pants may function as affordable, useful clothing to skilled laborers, but as trendy, class symbol piece of clothing to wealthy people. Decisions stemming from standards of living are learned as an outcome of numerous factors like the family, social class, subculture, and culture (Chaudhuri, 2006). Ideas, concerns, and endeavors show how consumers face the difficulty of reaching an appropriate pur...