Innate and Acquired Needs
INNATE AND ACQUIRED NEEDS
CONSUMER BEHAVIOUR
UNIT CODE: DMA 503
PRESENTED BY ROSEMARY N Identify a product of your choice and highlight innate and acquired needs that you would use as bases for developing promotional strategies for the product
A need is a motivating force that compels action for its satisfaction Needs are finite but, in contrast, wants (which spring from desires or wishes) are boundless.
In a marketers point of view a need is a driver of human action which marketers try to identify, emphasize, and satisfy, and around which promotional efforts are organized. A need can either be innate or acquired
Innate needs are those needs that an individual is born with they are physiological (biogenic) in nature and include all factors that are required to sustain physical life and are considered as primary needs or motives. These include food, water, clothing, shelter, air, and physical safety.
Acquired needs on the other hand are needs that an individual acquires after birth and are primarily psychological (psychogenic). They are needs learn in response to culture or environment. They include prestige, love, acceptance, esteem, and self-fulfillment.
Product- a house in a gated community
A house will meet the innate need for shelter, however a house/home in a gated community will meet more than just the need for shelter.
Innate and acquired needs that i would use for developing promotional strategies for the home
Innate - The innate needs that a buyer seeks to satisfy when looking for a house include;
Shelter -the home will provide shelter to the buyer which is the key need that the buyer is seeking to fulfill.
Water- water is an innate need, it’s a commodity that should be readily available in any home.
The developer/marketer should therefore assure the buyer that water will be readily available. For example, he
CONSUMER BEHAVIOUR
UNIT CODE: DMA 503
PRESENTED BY ROSEMARY N Identify a product of your choice and highlight innate and acquired needs that you would use as bases for developing promotional strategies for the product
A need is a motivating force that compels action for its satisfaction Needs are finite but, in contrast, wants (which spring from desires or wishes) are boundless.
In a marketers point of view a need is a driver of human action which marketers try to identify, emphasize, and satisfy, and around which promotional efforts are organized. A need can either be innate or acquired
Innate needs are those needs that an individual is born with they are physiological (biogenic) in nature and include all factors that are required to sustain physical life and are considered as primary needs or motives. These include food, water, clothing, shelter, air, and physical safety.
Acquired needs on the other hand are needs that an individual acquires after birth and are primarily psychological (psychogenic). They are needs learn in response to culture or environment. They include prestige, love, acceptance, esteem, and self-fulfillment.
Product- a house in a gated community
A house will meet the innate need for shelter, however a house/home in a gated community will meet more than just the need for shelter.
Innate and acquired needs that i would use for developing promotional strategies for the home
Innate - The innate needs that a buyer seeks to satisfy when looking for a house include;
Shelter -the home will provide shelter to the buyer which is the key need that the buyer is seeking to fulfill.
Water- water is an innate need, it’s a commodity that should be readily available in any home.
The developer/marketer should therefore assure the buyer that water will be readily available. For example, he
References: http://www.businessdictionary.com/definition/need.html#ixzz2Afl0iIGS http://www.the-star.co.ke/news/article-64031/why-gated-communities-will-remain-best-buy