1.5 Determining Consumer Needs and Wants

• 5 Types of Determining Consumer Needs and Wants:

  1. Stated Needs
  2. Real Needs
  3. Unstated Needs
  4. Delight Needs
  5. Secret Needs
• Stated needs are those that are clearly specified by the customer. It’s what the customer requests.
• Real needs are one level above stated needs; they are more specific and define the parameters that are immediate to defining and fulfilling the need.
• Unstated needs are what the customer also expects but doesn’t ask for.
• Delight needs are those that provide the “wow” factor. These needs, like unstated needs, can make some products more desirable than others if they meet those needs.
• Secret needs are those that a customer may not state or realize but can be one of the main reasons for choosing a particular product to fulfill the basic stated need.